It seems like every year, there’s a new blog post or news article proclaiming ‘the death of email”. And while this everyday marketing channel has been around since the 1970s, it is by no means on its way out. Not even close. In fact, email still reigns supreme as one of the best ways to engage with customers and users, and provides businesses with a personal window into their prospects by way of the analytics data that come with each campaign.
If, however, your email campaigns aren’t getting the responses you’d hoped for, it’s worth taking a closer look at those analytics to see what’s happening:
Your open rate is the percentage of your subscribers that even looked at the contents of your email.
A low open rate can mean:
- Your emails are going to spam (in which case you’ll want to check with your host to see if your IP is blacklisted). If your domain is new, you’ll want to look into a tactic called “warming up your domain” so you don’t put your entire company into spam folders.
- Your subject line isn’t engaging users enough to make them want to open.
- Your subject line is so long that the message that is being communicated is cut off.
- Your “from sender” name is not clear to the consumer.
- You’re sending these emails at the wrong time.
Try split testing with different subject lines to see what piques your audience’s curiosity.
And always send yourself and your coworker a test email to proofread the content.
You’d be surprised what silly mistakes you can miss.
The click-through rate is the percentage of users which opened the email and clicked a hyperlink in the body of the email. If these numbers aren’t the best, it could be for several reasons. Most commonly, the offer just isn’t enticing to them. Here again, it’s worth testing to see what would get people to click. If you’re certain that the offer is as irresistible as it can be, another area to focus on is how visible the call-to-action is. Some email programs and services can render HTML newsletters or mobile responsive designs differently, and it’s entirely possible that they didn’t see the call-to-action, so make sure it’s front and center! Then, ask yourself, “Is there enough information in this email that provides value to entice someone to click this? Are they going to have FOMO if they don’t?”. If your answer is “yes” and “yes”, send it.
Your bounce rate is the percentage of emails that, for whatever reason, didn’t go through. This is generally not something that you can control when it comes to email since it comes from the source– the email is invalid; think of this as a declined credit card. You sent the email out, and the message says it was undelivered back to you. The email does not exist.
This is a number that is within your control, and it should ideally be as low as possible. If unsubscribe numbers are high, it means that users aren’t getting value out of your newsletter. They don’t find it useful, helpful or otherwise are annoyed by it enough to want to unsubscribe. When this happens, take a good, unbiased look at your emails, would you want to receive them if you were your customer? Sometimes it can be worth stepping into your customer’s shoes to see how your messages are being received. Then, take steps to change it and ensure that every email is as valuable as possible.
In some cases, it may not even be the content of your emails, so much as the frequency. If you’re emailing people every day, they’re not always going to be able to read those messages, and rather than feel overwhelmed, they’ll simply unsubscribe. Here, it’s worth trying to keep them as a subscriber by letting them adjust the frequency of messages they receive, or letting them segment themselves into specific groups so that they only get, for example, news and updates rather than news, updates, special offers, and tips.
Good email campaigns can thrive and add to your bottom line – when they’re done right. If you need help with email marketing, why not reach out to us at Workdom and see how our on-demand marketing services can help?