How To Measure Effectiveness Of Your Marketing/Promotional Email Campaign

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[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

 

1. Email Delivery Rate –

An email campaign should deliver, delivery rate of 95% or more. For achieving a high delivery rate do focus on the following suggestions:

  • Use “double opt-in” method to collect email addresses, though the subscribes may be less compared to other source of email address but the delivery rate would be extremely high as they are the ones who want to receive the newsletter.
  • Do spam filter testing. Spam filter diagnostic tool is available with all the leading email service provider like Mailchimp.com and Sendgrid.com etc. There are also service providers who specialize in spam filter testing like Litmus.com etc.

2. Newsletter Bounce Rate –

More than 2% of hard bounce rate is not acceptable. Hard bounce rate is a score for your reputation, the less the better. You need not to worry about soft bounce rate as they arise due to temporary issues at the recipient end like the inbox is full or some technical issues with the server etc. Once the issue is resolved the newsletter will be delivered. Always, always, always use an opt-in email list and never buy an email list. An opt-in list will deliver better conversions.

3. Open Rate  –

Marketing email open rate should be around 25%. I have compiled a check list to increase email open rate, some of them are :

  • Customized subject lines.
  • Email frequency.
  • Email timing.
  • Email content.

Here is the link on quick tips on how to increase open rate of email.

4. Click Through Rate ( CTR)

Email campaign CTR should be in range of 3% to 4% . Here are 17 Tips For Higher E-mail Click Through Rate (CTR).

5. Conversion Rate

The ideal conversion rate for a marketing campaign should be around 5%. All the hard-work and effort put-in designing the promotional email campaign is judged by this number. Though the effectiveness of marketing email campaign depends on couple of factors like:

  • Exclusivity of the offer.
  • Customer need.
  • Timing of the email etc.

6. Revenue Per Email (RPE)

The formula to calculate RPE is Revenue Generated/( Email Sent – No. of Bounced Email). Range for RPE is tough to define, it depends on value of the product. Example – RPE is different for clothes, books, home furnishing, electronics , flats and villa’s etc.

7. Unsubscribe Rate

It should be within 0.5% to 1%. But unsubscribe rate between 0% to 0.5% means things are under good control. Anything beyond this needs special attention and start working on it at the earliest. Use double opt-in list for minimal unsubscribe rate.

 8. Number Of Forwards

Though this metric is not that important compared to others but keeping a track of it will let you know how popular and liked your campaign is.

source:

http://www.marketo.com/_assets/uploads/The-new-metrics-for-email-marketing.pdf?20130904180220

 

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

 

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