The Pinnacle

Stories and ideas from Big Blue Digital.

Email campaigns & measuring success: how and why to measure

Are you keeping tabs on what is happening with your email campaigns?

If you are like me, then probably not as regularly as you should. It is not uncommon for email marketers to take time to prepare the campaign and then forget to check on the results of the campaign.

Make sure after every email campaign you check on your results. It is almost as important as the actual campaign!

Why measure?

Without understanding what is actually happening when our clients and customers receive our email marketing campaigns, all that time and energy that we put into them will be for nought!

What types of links are people most likely to click on? What times of day, subject lines and introductory text actually work? Are people even reading your emails?

With this kind of intel you can continually weak, test and improve your results. Your list is one of the most important assets that your business has.

Don't waste it.

What should I measure...and what does it mean?

Most email marketing platforms, from Adobe Business Catalyst, to MailChimp, ActiveCampaign and everything inbetween, are great for pulling all this information together for you.

Once your campaign is sent, most platforms will show you a reporting dashboard, ready for you to see the results of your campaign as they come in.

You can track:

  • Opens - how many people have actually read your campaign - if this is under 15% you might need to consider the quality of your list, and look at ways to capture more leads (email addresses) through your landing pages and offers.

  • Unsubscribes - do people still want to hear from you? This should stay at a consistenty low level. Watch for spikes and consider what content may have caused the change.

  • Actions - this is the holy grail of your email metrics - someone actually did something! Over time, look at where people are taking action (maybe they click on the first link, but not the second and vice ersa) and apply this knowledge to your next campaign.

  • Bounces - did the email get to their inbox - a soft bounce indicates that the email address is valid, but something went wrong (maybe their inbox is full), while a hard bounce indicates a permanent delivery failure.

Start in the right place

Now, measuring the impact of your email campaigns is just one piece of the puzzle.

If you're here, you know that effective email requires some great strategising. So get started on the right foot.

Read, Why you need a digital strategy. Now.


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