Measure Twice and Cut Once
That was my dad's favorite saying and applies nicely to email marketing. Read on to get advice from veteran email marketer Michael Bernzweig. Email marketing is one of the most effective digital marketing channels for businesses looking to connect with customers and drive sales. To succeed, you must closely track your email marketing metrics and analytics and continuously test and optimize your campaigns.
This article will cover our best tips for measuring and boosting your email marketing performance. Email marketing can help build brand awareness, acquire new leads, nurture prospects, drive traffic to your website, and increase conversions. In this four-part video series, email marketing expert Michael Bernzweig shares some of his best tips and tricks to help you succeed with email marketing campaigns.
“I have over 25 years of experience with email marketing. In that time, I've grown multiple email lists to thousands of subscribers and sold millions of dollars in annual online sales.”Michael Bernzweig
Our Video on How to Measure And Improve Your Email Marketing Results
Key Email Marketing Metrics And Analytics to Track
Open Rate Matters
The open rate refers to the percentage of recipients who open your emails. This metric indicates whether your subject line and sender name/address effectively get attention. Aiming for 20-30% open rates is fine, and 50% is what you should aim for as your north star and is excellent. If your open rate is low, try improving your subject lines with emotional triggers, personalization, urgency, social proof, curiosity gaps, and A/B testing. Craft subject lines that convey the value proposition of your email content. Keeping your email list clean will help you achieve higher open rates and engaged subscribers.
“One is the open rate. This is the percentage of… email recipients who actually open your emails. If they haven't opened your email, there's not a lot more that you can do.”Michael Bernzweig
Clicks Drive Actions
The click-through rate shows the percentage of people clicking links in your emails after opening them. This measures engagement with your content. Shoot for click-through rates of 2-5% or more. Increase clicks by highlighting your call-to-action buttons, writing compelling copy, and linking to pages that align with your email goal. For example, a link to a discount code, webinar registration, or product page. Place your most important links at the top and bottom of emails. A PS line in your email is very often the highest converting spot in your entire newsletter. Make sure that you are using this area effectively!
We believe that effective email marketing requires tracking key metrics and continuously optimizing campaigns based on data-driven insights. Coalition expresses a similar sentiment.
The conversion rate is the percentage of people who take your desired action after clicking a link, such as purchasing. Conversion rates vary significantly by industry. To boost conversions, ensure your landing pages are optimized for your email goal. For example, promote a sale with links to discounted product pages. Reduce friction in the checkout process. Follow up with non-converters to bring them back.
“Next is your conversion rate. This is the percentage of recipients who complete your desired action, such as making a purchase or signing up for a newsletter on your site.”Michael Bernzweig
Bounce Backs Hurt
The bounce rate refers to the percentage of emails bounced back or not delivered. Try to keep this below 5% if possible. Reduce bounces by regularly cleaning your list, using accurate email addresses, and working with a reputable email service provider. Bounces hurt your sender's reputation.
Unsubscribes Add Up
The unsubscribe rate is the percentage who opt out of your emails. Minimize unsubscribes by only emailing subscribers who signed up to receive your information. Avoid purchasing random email lists. Send content subscribers to expect and find valuable based on their interests. Make it easy to unsubscribe, but also send periodic re-engagement campaigns.
Use Email Marketing Analytics Tools
Choose an email service like MailChimp or Constant Contact that provides detailed analytics on your campaigns. Study the data regularly to spot trends and areas for improvement. Investigate any unusual spikes or drops in your metrics. Integrate your email analytics with Google Analytics to connect email performance with website traffic and conversions.
Optimize Campaigns Based on Results
Test and Optimize
A/B testing different email elements like subject lines, designs, and content is crucial for improving results. Set up A/B tests to compare variations of your emails and identify what resonates best with your audience. For example, test different subject lines, calls-to-action, images, send times, etc. Analyze the open and click-through rates to determine the most compelling versions. Keep iterating and testing to optimize your emails over time continuously.
“Test the different subject lines. try A-B testing different subject lines, email designs, and content to see what it is that resonates best with your email list.”Michael Bernzweig
Segment for Relevance
Divide your email list into segments based on demographics, interests, and behaviors. This allows you to target content that is highly relevant to each segment. For example, send product updates to recent customers, special offers to loyalty members, or industry news to subscribers with those interests. Segmentation improves open and click rates by providing subscribers with content they want and expect. Send new subscribers a welcome series introducing your brand. Promote inactive subscribers to re-engage them.
“Segment your email list based on demographics, interests or behavior to send more targeted and relevant contact to your subscribers.”Michael Bernzweig
Personalize the Experience
Personalizing your emails boosts open rates by making subscribers feel valued. Include first names in subject lines and content. Reference previous purchases or interests. Show related or new products based on past behaviors. Tailor content and offers to subscriber segments. The more relevant and personalized your emails, the more likely subscribers will open, click, and convert.
Adjust how often you email each segment based on their engagement. Send highly engaged segments more frequent content. For less engaged segments, reduce the frequency to avoid overwhelming them. Monitor open and click rates to gauge engagement. Increase frequency for segments that engage more. Decrease for those engaging less. Find the optimal balance between valuable content and excessive emails.
“Adjust your email sending frequency and timing based on your open and click through rates. If your customers or subscribers are expecting a weekly email newsletter, send it to them weekly.”Michael Bernzweig
Focus on improving email deliverability to decrease bounces and unsubscribes. Maintain a clean, updated list removing inactive subscribers. Work with a reputable email service provider. Properly authenticate your sending domains. Follow best practices that improve sender reputation and inbox placement. Deliverability allows more emails to reach inboxes, boosting open and click rates.
Continuously Improve and Evolve
Email marketing takes continual testing and refinement. Track subscriber behaviors and preferences to send the right content to the right people at the right time. Follow these tips to get the most out of your email campaigns. Measure results frequently, experiment with new approaches, and optimize based on data. You can achieve excellent open, click, and conversion rates with diligence.
In summary, by tracking key email marketing metrics like open rates, click-through rates, conversion rates, bounce rates, and unsubscribe rates, you can gain valuable insights into the performance of your email campaigns. Use A/B testing to identify the most compelling subject lines, content, and design elements. Segment your list and personalize content to send more relevant emails. And adjust the timing and frequency of your emails based on engagement analytics. Implementing these email marketing best practices can help you continuously optimize your campaigns for improved results. Effective email marketing takes testing and refinement, but the payoff for your business can be tremendous.