When using a bulk email service, the emails you send and the links within them are tracked and recorded. Your metrics are the numbers that represent your email’s results – how many and what percent of your emails were opened or bounced, and how many readers clicked on links, opted out, or marked your email as spam.
You can improve the results of your email promotions by analyzing their metrics in order to learn the interests and buying habits of your readers. Knowing that many people clicked on one link and none clicked on another gives you valuable insight as to what your readers want. Use this information when you are considering what content you’ll include in future email promotions.
Another way to utilize your metrics is to test your email’s outcome with A/B tests. In A/B testing, you can test an element of an email by splitting your email list into two groups, and making only one slight change to the email promotion. For example, you can test a subject line by sending the exact same email promotion to both Group A and Group B and the only difference would be the subject line. The open rate for these emails will tell you which subject line was more successful in inspiring your readership to open the email. You could send the same email promotion to the two groups and change the day of the week or the time of day it is sent.
It’s important that only one variable changes. If you’re testing the day you send an email, be sure to send it at the same time. Compare the open rates for each one about 48 hours after each email is sent.
Always keep testing. Use the test results to send more targeted emails based on your findings and watch your results grow.
NOTE: Of course, if you aren’t already sending email promotions, you need to get started! Do it now. (See below). No, your list isn’t too small; there’s no such thing. See my previous article: How to build a profitable email marketing contact list.
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As always, I wish you the best with your email endeavors. Please feel free to leave a comment below or write me at this address with your questions or to let me know how your email marketing is working. I’d love to hear from you.
Barbara Roman, is an award-winning graphic designer and award-winning strategic email marketer with 20+ years’ experience and is the owner of Roman Art and Marketing. She works with clients at all levels offering training, consulting and coaching services to help businesses across the country achieve the best results possible. As a public service, Barbara professionally sets up, free of charge, a web-based email marketing system for small businesses and provides a tips sheet to encourage success. Contact her here for yours.
