Accurate and detailed statistics on email campaign performance is one of the advantages of email marketing. However, there are several misunderstandings concerning email tracking that pervade the industry. It’s essential that free email tracking understand their email statistics properly prior to making key decisions or evaluating their email campaign’s performance.
To help you navigate at nighttime waters of email metrics, I’d prefer to explore 3 of the most common misconceptions in interpretation email tracking results:
1. Email with higher open and click on-through rates wins
Email marketers often use a technique that implies segmenting the email list and sending different versions of the same email to every segment. Such split tests help compare the potency of different subject lines, creative approaches, offers, etc. Throughout the next campaign marketers often send the version that had either the greatest open or click-through rate (or both) believing that the version is much more effective. However, the true would be that the email that resulted in a higher open or click-through rate may not be the version which produces ideal results. In some instances the e-mail with a lower click-through rate can result in an increased quantity of transactions as it was of greater interest but to fewer people.
Well, how will you make certain that your statistics aren’t misleading you? In addition to measuring open and click on-through rates, it is essential that you track the amount of people performed the actual actions on the website: subscribed to some newsletter, downloaded a free trial, or made a purchase. You are able to track these transactions by making use of website tracking, which implies inserting an exclusive code on each web page you need to track.
2. All subscribers opened my email
Open rates are tracked by using a transparent one pixel gif image hosted on a server and inserted into a HTML message much like usual images. Any action on the recipients’ part which leads towards the image load is counted as an open. But this metric might not be accurate if:
the recipient prefers receiving plain texts;
the recipient open a HTML email in a non-HTML compatible email client;
the recipient’s email client doesn’t load the photos automatically;
the recipient opens the e-mail offline after download.
Because of this all the above “email opens” will not be counted inside the stats.
The open rates are generally considered “percentage of unique email opens from your total of emails delivered”. People can open exactly the same email several times, and some companies measure open rates based upon total opens instead of unique opens that results in overstated open rates. Some marketers equate the “email opens” to the “email reads” that may not be true at all.
It is crucial that you clearly define how you will look at the email open rate for the company, and then consistently work at improving it (from 40% to 50%, for example) without having to pay attention oghzpp someone else’s 80%.
3. Email is much more responsive than postal mail – In postal mail, the response rates are the percent of individuals who responded by calling, registering on a website, visiting a store, etc.
In email marketing, the metric “conversion rate” is generally used as the “response” rate. The conversion rate is described as actions taken as being a percentage of unique click-throughs. To get a commercial message, an email campaign using the conversion rate .25% – .50% is rather good. So, actually the email “response” rates often will not be more than postal mail. But because creating and distributing email messages cost significantly cheaper, e-mail marketing generally brings a much higher return on investment. However, it’s a combination of both postal and email marketing that creates ideal results.
As an email marketer, avoid measuring your email campaign performance against the “industry average” and try to make critical campaign decisions based on facts, not assumptions.