Email Marketing Reporting - What does it all mean?
Email Marketing Reporting. A beautiful thing isn't it? The ability to measure the exact performance of your email marketing; how many hits, click-throughs, revisits. But what does it all mean?
If a campaign has a high view rate, then it surely has a click-through rate to match, right? Not necessarily. Just because a campaign has caught a recipient’s attention enough for them to open it, doesn't mean they stayed to browse or even click through to the links. You may have had them at hello, but soon scared them off with irrelevant content. The client of a Professional Services firm expects to be understood.
You've achieved a high view rate - fantastic! But the click through rate is low - that doesn't matter though does it? The answer is YES it does! In email marketing reporting, view rates are NOT the same as unique view rates; repeatedly scrolling over an email in your inbox registers as a view. A unique view is the initial opening of an email - that's the money maker! Clicking through and actually interacting with the campaign dictates the success rate. It is important to understand the difference between the reporting stats when measuring campaign performance in email marketing.
So, you've got the stats; the view rate percentage, the total numbers of click-throughs. Now let’s find out how they complement one another.
Engaging, relevant, dynamic, these all may be words you hear time and time again when describing your email marketing strategy and content, but when it comes to measuring every aspect of your campaign’s performance these really are the adjectives you should have in mind.
Adopting a more holistic view when it comes to reporting, might just be the key to positively increasing your email marketing performance. Allowing you to determine those vital next steps in order to gain a full house of green arrows! Whether he was talking about measuring statistic rates or not, Jack Johnson got it right when he said; ‘Better, together’.