Permission-based marketing via email is one of the most cost-effective and measurable options available. Realtime feedback on how your prospects and customers are interacting with your marketing allows you to test and fine-tune your message.
Important stats to track include:
- Deliverability: third-party email systems work closely with major ISPs to ensure that legitimate permission-based emails get through to the intended recipients rather than being blocked by hyperactive SPAM filters.
- Open rate: It's important to note that this number is always under-reported, as it is tracked via small graphics in your emails, so anyone opening the email without viewing images (or on certain mobile devices) will not be recognized.
- Clickthrough: deliberately including opportunities for your prospects and customers to click on links within your email will provide insight into the content and offers they find most compelling, allowing you to improve future communications - not just in email, but all of your marketing vehicles.
- Opt-outs: any given email will result in a small number of opt-outs, which simply lets you know that some of your recipients are no longer interested. If that number jumps significantly, though, you need to take a close look at what you've done to push them out the door - perhaps the content was irrelevant, or maybe you've simply abused their permission by sending too frequently.
With all of the above, the stats are of maximum value when you compare results of email campaigns over time, rather than in isolation. For example, an open rate of 30% is neither good nor bad.
Using dedicated third-party email management systems ensures that you can focus on your marketing message, not the technical details. We work with several vendors, including myEmma, MailChimp, Constant Contact and Bettermail. We can help you set up do-it-yourself templates that will allow anyone designated within your organization to create focused and engaging email campaigns.
