Last Edited: 10/05/23
An impressive 84% of marketers recognize email marketing as vital for business success. Nearly two-thirds of those marketers use open rates as their primary metric to measure the success of their email marketing efforts. Below is how that open rate is calculated.
Open Rate =
Number of Opens
Number of Emails Sent
The number of opens is identified by downloading an "invisible" image that’s the size of 1x1 pixel when the email is opened. This is inserted within your ReachMail campaigns with HTML mailings. There are limitations on the opening pixel. These limitations continue to grow with the security increases by providers. Several strategies don't relay on open rates as a success measurement.
Click through Rate
Utilizing your click-through rate involves examining the overall count of individuals who clicked through to engage with your call to action relative to the recipients of your message. This metric serves as another benchmark. A heightened click-through rate signifies an enhanced list quality, improved subject line, more enticing offers, effective call to action, better creative content, and more. To accurately discern these factors, comprehensive testing is essential.
Incorporating surveys to gain insights about your subscribers lets you identify individuals actively opening your emails. Incorporating surveys into your future emails holds strategic benefits for several reasons.
Firstly, surveys provide an excellent avenue to generate clicks within emails that might otherwise receive limited engagement. By offering diverse clickable options in your emails, you can understand the level of engagement among your readers.
Secondly, surveys serve as a valuable tool to collect firsthand data directly from your audience. You have the opportunity to inquire about their content preferences or gather specific information. Requesting details such as their geographical location or industry affiliation aids in refining audience segmentation, leading to a more personalized and tailored email experience.
Promote responses from your recipients. Receiving replies serves as another measurable metric to monitor email engagement. The intriguing aspect of this approach is the personal touch it adds. By encouraging replies, you demonstrate the human element behind the email's creation, transcending mere corporate communication.
With this perspective in mind, it's essential to establish a well-structured framework for managing these replies. Requesting responses in an email sent to a large audience simultaneously could potentially inundate your team handling the replies. However, seeking replies in the context of a welcome email, for instance, which is dispatched automatically at various intervals, is less likely to inundate your inbox significantly.
Examine user interactions on your website. As highlighted earlier, the objective of an email campaign seldom revolves solely around achieving opens or clicks. More frequently, it's the actions users take subsequent to clicking your email that hold significance.
If you can access tools such as Google Analytics or other website analytics platforms, leverage them to discern the post-email click user behavior. Ascertain metrics like the number of users making purchases or requesting demos. Frequently, the actions following an email click carry weight, and these valuable insights constitute the core of information to incorporate into your reports.