{"id":2348,"date":"2020-05-08T12:01:19","date_gmt":"2020-05-08T12:01:19","guid":{"rendered":"http:\/\/webonlinestudio.com\/blog\/?p=2348"},"modified":"2020-06-16T09:35:43","modified_gmt":"2020-06-16T09:35:43","slug":"e-mail-marketing-the-5-metrics-that-count","status":"publish","type":"post","link":"https:\/\/webonlinestudio.com\/blog\/e-mail-marketing-the-5-metrics-that-count\/","title":{"rendered":"E-Mail Marketing: The 5 Metrics That Count"},"content":{"rendered":"\n<p>Having a successful business means being in step with the\ntimes (anticipating them would mean being able to make a mine of money), being\ncontemporary and constantly falling into the social fabric and the reference\nmarket.<\/p>\n\n\n\n<p>Knowing trends, evolutions and changes is vital for the\nlongevity of a brand , for this reason ignoring the contemporary and changing\nneeds of the target audience brings with it risky damage.<\/p>\n\n\n\n<p>Here, for some time in our country companies, organizations\nand brands have underestimated or neglected the revolutionary digital\ninnovation that is characterizing modern times, ending up adapting to it late\nand, in many cases, still not being aware of the need for change.<\/p>\n\n\n\n<p>Fortunately, in recent times, we have witnessed a, albeit\nslow, turnaround: investments in Digital Marketing continue to grow and the\npositive trend is reconfirmed from year to year.<\/p>\n\n\n\n<p>Bots, automation software, content marketing , videos,\nonline advertising, social networks, e-mail marketing are just some of the most\ninnovative tools that brands now have available to plan their marketing and\ncommunication strategies , to encourage sales, to win new customers and be able\nto retain those already acquired.<\/p>\n\n\n\n<p>Among these, I want to focus on e-mail marketing, which has\nbeen decreed for a long time and yet still so alive.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Why invest in Email Marketing?<\/h1>\n\n\n\n<p>The &#8216; e-mail marketing is a strategy often overlooked, yet\nable to provide important results in many situations. As early as 2015, the\nData &amp; Marketing Association published research stating that for every\ndollar invested (strategically) in email marketing, companies were able to get\na ROI of $ 38.<\/p>\n\n\n\n<p>So why invest in email marketing?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Economic investment, if well planned and\nstrategically implemented, can lead to important returns;<\/li><li>Email is a valuable communication tool to reach\ncustomers and potential customers with personalized and relevant messages,\ncapable of stimulating and promoting conversions when buying;<\/li><li>Email is an important loyalty tool, which allows\nyou to establish a direct and long-lasting relationship with potential\ncustomers and current customers;<\/li><li>Email Marketing Automation (EMA) and their\nsoftware allow you to keep track of user behavior on the web, the actions they\nperform on the pages of a website and to follow the evolution of their tastes\nand needs.<\/li><li>But, for e-mail marketing to work, it is\nnecessary to be able to count on a precise strategy, to be modified and\nimproved according to the data analyzed.<\/li><\/ul>\n\n\n\n<p>And precisely data analysis is a very important phase of the\ninvestment, as it allows you to understand how to modify your plans and achieve\nincreasingly effective results. But what are the metrics that really matter?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">E-mail Marketing: the 5 metrics that count<\/h2>\n\n\n\n<p>There are many metrics that we can take into consideration\nto evaluate the progress of our email marketing campaigns, but here I will\nfocus on the indispensable ones, on those that are really fundamental for your\nstrategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Unique Opens, the Unique Open Rate<\/h3>\n\n\n\n<p>The Unique Openings Rate indicates the total number of users\nwho have opened your email at least once and which differs from the total\nnumber of openings, a metric that instead also includes multiple email openings\nby the same reader.<\/p>\n\n\n\n<p>The Unique Openings Rate is calculated by dividing the\nunique openings by the number of emails delivered. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Deliverability<\/h3>\n\n\n\n<p>Deliverability measures the ability to deliver e-mails sent\ncorrectly, for example without ending up in spam. The deliverability,\ntherefore, tells you what percentage of e-mail actually arrives in the\nmailboxes of your customers and potential ones and is calculated by dividing\nthe emails delivered by the emails sent.<\/p>\n\n\n\n<p>If the percentage of deliverability is high, it means that\nyou are doing a good job, otherwise you have to understand what is not working\nproperly and act (for example, do you use words that risk ending your emails in\nspam?).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Open Rate, the Opening Rate<\/h3>\n\n\n\n<p>Does your content attract the attention of the people you\nturn to? Is the subject of your email convincing?<\/p>\n\n\n\n<p>The Open Rate can help you understand this. This is the\nmetric that measures the percentage of openness of your emails and is\ncalculated by dividing the unique openings by the emails received.<\/p>\n\n\n\n<p>The Open Rate tells you how often your emails are open and,\nprobably, read by your target audience and, therefore, if and how effective the\nmessage you are conveying is.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Click through Rate, the Click Rate<\/h3>\n\n\n\n<p>The Click through Rate is the percentage of clicks on the\nlink that your email has registered. The percentage of Click through Rate is\ncalculated by dividing the number of unique clicks by the number of unique\nemails open and it is a clear signal of how high the probability is that a\nreader \/ potential customer will perform the action you want to perform.<\/p>\n\n\n\n<p>If the percentage of Click through Rate is low, it means\nthat something is not working. What to do to improve the Click through Rate?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Offer an (even more) advantageous reason to\nconvince the reader to take the action;<\/li><li>Improve the message communicated;<\/li><li>Make copy more effective;<\/li><li>Work more clearly and incisively on the CTAs,\nthe Call to Action, or the calls to action, those expressions that clearly\ncommunicate to the reader what to do.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5. Disengagement Rate, the Abandonment Rate<\/h3>\n\n\n\n<p>The Abandonment Rate is a metric that tells you the\npercentage of people who have not loved your email. The Disengagement Rate is\ncalculated by dividing the sum of complaints received and canceled\nsubscriptions by single openings.<\/p>\n\n\n\n<p>A low abandonment rate is natural and physiological, since\nnot everyone will be able to appreciate your emails, but a high disengagement\nrate is an indication of a wrong strategy or content inconsistent with readers&#8217;\nexpectations or a non-engaging copy or insufficiency interesting levers for\nyour customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Email Marketing: conclusions<\/h2>\n\n\n\n<p>What do you think of these 5 metrics? Are they the same ones you value in your email marketing strategy?<\/p>\n\n\n\n<p><strong>Author Bio:<\/strong><\/p>\n\n\n\n<p>Robert Y. Ramirez belongs to the finance department and he is working with a well-known company where he supports to <a href=\"https:\/\/www.tamm.abudhabi\/aspects-of-life\/start-and-manage-a-business\/commerciallicensing\/tradelicence\/requestforissuingeconomiclicencetechlicence\">Get Tech Licence Abu Dhabi<\/a>. He also writes articles on a different niche to share his experience with the world. <\/p>\n\n\n\n<p>\n\nAlso Read :&nbsp;<strong><a href=\"https:\/\/www.forbesz.com\/spotify-premium-account-generator\/\" target=\"_blank\" rel=\"noreferrer noopener\">Free Spotify Premium Account Generator<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Having a successful business means being in step with the times (anticipating them would mean&#8230;<\/p>\n","protected":false},"author":1,"featured_media":2349,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[],"class_list":["post-2348","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>E-Mail Marketing: The 5 Metrics That Count - Web Online 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