In a survey conducted by eROI it was found that over 18 percent of email marketers don’t have any clue as to how their campaigns are doing because they are not using any email analytics to track how things are going.
To understand how email analytics track success, or lack thereof, when it comes to email marketing statistics, you have to understand what the essential terms mean and how you can improve upon each category.
· Delivery rate: This is simply the percentage of emails that were successfully delivered to the recipients on your list. To improve your delivery rate, make sure to ask your recipients to white list your email address and make sure your servers are not included on any blacklists prior to launching your campaign.
· Open rate: This tells you the number of emails that were opened by your recipients. Improving open rates can be done through effective targeted email campaigns—when you are sending recipients emails that they want to receive, they are more likely to open them.
· Click through rate: This measures the number of times a recipient clicks a trackable link embedded in your email message. Focusing on content that drives your prospects to action is one way to get a higher click through rate. Again, targeted email campaigns help increase this statistic as well.
· Conversion rate: When the recipient of your email takes the action you want to see, this is a conversion. Conversions can be taking a survey, watching a video, or making a purchase. Improved conversion rates are often seen as a result of having a clear call to action, including images of the product, and most importantly making it easy for your prospects to convert.