One of the biggest draw cards of email marketing is the analytics. The rich data can provide you with a very clear picture of how successful your direct marketing is.
Most of these statistics are fairly straightforward and allow you to refine the relevance of the information and messages delivered. So by closely monitoring these, you can ensure that your email marketing is well-received and in a position to provide compelling returns.
Quality control measures for email marketing
The open and click through rates, for example, let you know how many recipients have actually taken the time to review your message and click through to a link.
Research from Vision6 shows that the average open rates for Australian businesses is around 30 per cent, whereas click through rates range between 4.5 and 6 per cent, depending on the industry. While this may seem low, it is a good benchmark to aim for, but making sure the content you are sending out is perfected for your audience can really help you boost these stats.
On the flip side, you can look at the unsubscribe rate.
All Australian businesses must have an unsubscribe option attached to commercial emails under the Spam Act 2003. This enables recipients to essentially remove their information from your email database, so it's best to keep this to a minimum. If this is exceeding two or three per cent, then you need to reassess either the quality of your database or your email marketing strategy.
However, while it is tempting to just focus on the metrics that help you decide whether your content is quality, there is one measure that could be more important than the rest.
The dangerous bounce rate
An email bounces when it is sent to an invalid address. This could happen for a number of reasons. For example, the user may have manually shut down his or her account, or just moved on to a new address because of a change in job.
Email lists with high bounce rates are flagged by email providers as spam.
While you would like to think that every email you send is received, research from Vision6 finds that the average bounce rate for Australian businesses is around three per cent.
If you are getting a lot more bounced emails, this can dramatically reduce your ROI – but in a more troubling way than you might expect.
Email lists with high bounce rates are flagged by Gmail and other email providers as spam. If you can keep your bounce rate to a minimum, the spam bots will be a lot more forgiving.
If you want more information about improving your email marketing techniques, get in contact with The Prospect Shop today.