Accurate and detailed statistics on email campaign performance is among the benefits of email marketing. However, there are several misconceptions concerning email tracking that pervade the market. It’s essential that email tracking for gmail and inbox understand their email statistics properly before you make key decisions or evaluating their email campaign’s performance.
To help you navigate at night waters of email metrics, I’d prefer to explore 3 of the very most common misconceptions in interpretation email tracking results:
1. Email with higher open and click on-through rates wins
Email marketers often utilize a technique that implies segmenting the e-mail list and sending different versions the exact same email to every segment. Such split tests help compare the potency of different subject lines, creative approaches, offers, etc. During the next campaign marketers often send the version which had either the greatest open or click-through rate (or both) believing that the version is much more effective. However, the true would be that the email that resulted in a higher open or click-through rate may not be the version that creates the best results. In some instances the e-mail having a lower click-through rate can lead to a greater variety of transactions because it was of greater interest but to fewer people.
Well, how could you make sure that your statistics aren’t misleading you? Along with measuring open and click-through rates, it is crucial that you track how many people performed the actual actions on your website: subscribed to your newsletter, downloaded a free of charge trial, or created a purchase. It is possible to track these transactions by using website tracking, which implies inserting an exclusive code on each website you would like to track.
2. All subscribers opened my email
Open rates are tracked by using a transparent one pixel gif image hosted on the server and inserted into a HTML message much like usual images. Any action on the recipients’ part that leads to the image load is counted as an open. But this metric may not be accurate if:
the recipient prefers receiving plain texts;
the recipient open a HTML email in a non-HTML compatible email client;
the recipient’s email client doesn’t load the photos automatically;
the recipient opens the e-mail offline after download.
Consequently all of the above “email opens” will not be counted in the stats.
The open rates are generally described as “portion of unique email opens from your total of emails delivered”. People can open the identical email many times, and a few companies measure open rates based upon total opens instead of unique opens that brings about overstated open rates. Some marketers equate the “email opens” towards the “email reads” that might not be true whatsoever.
It is important that you clearly define how you will appraise the email open rate for the company, and then consistently work on improving it (from 40% to 50%, as an example) without having to pay attention oghzpp someone else’s 80%.
3. Email is a lot more responsive than postal mail – In postal mail, the response rates are the percent of individuals who responded by calling, registering online, going to a store, etc.
In email marketing, the metric “conversion rate” is generally used as the “response” rate. The conversion rate is described as actions taken as a amount of unique click-throughs. For a commercial message, an e-mail campaign using the conversion rate .25% – .50% is rather good. So, actually the email “response” rates often may not be more than postal mail. But because creating and distributing email messages cost significantly cheaper, email marketing generally brings a much higher return on investment. However, it’s the combination of both postal and e-mail marketing that produces the best results.
Being an email marketer, avoid measuring your email campaign performance from the “industry average” and attempt to make critical campaign decisions based on facts, not assumptions.