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Measuring E-mail Marketing ROI
Open Rates:
Okay. You've distributed your e-mail campaign and are trying to measure the results. Some opened the e-mail, some bounced back, some unsubscribed and then others clicked through the offer.
What's a good percentage to look for on e-mail that have been distributed to those e-mail that have actually been opened? Well, if you've been mailing to them for some time and have created a "connection" between your company and their need or interest, then this percentage could regularly be between 40%-60%. But if you haven't developed a relationship with your recipients, then they are more likely to not open it or unsubscribe.
Remember some e-mail distribution houses only measure the "Open Rates" by those that receive HTML format. Keep this in mind when you're reviewing the open rate percentages.
How to Get Your Recipients to Open the E-mail:
Don't try to fool them. Putting "Re:" in the e-mail subject line trying to make them think that you are responding to their inquiry is deceiving. You lose the trust factor and you're unlikely to earn it back.
Be direct. Give them some incentive that will draw them in, but don't promise what you don't offer. For example: if you offer a free download of software on a trial basis, then say it. Consistently trustworthy e-mails will go farther toward building solid relationships with your recipients than a few outlandish and untrue offers.
Click Through Rates:
There's several things to consider on Click Through Rates before you determine whether it's successful or not. For starters, consider what's offered and who it's going to. A good offer or quality article could gain a 3%-5% click through and be considered great.
Secondly, consider how much contact have you have had with your audience. Consistent communication will lead to greater percentages.
Thirdly, ask yourself whether you are asking too much from an e-mail distribution. Keep their involvement simple at the start. Don't ask for the world or for them to jump up from the chair that moment and join your cause without seeking to inform them of your position. If they want more info, make sure you provide appropriate links so they can find it quickly and efficiently.
Lastly, make it quick and keep it simple. Try to keep your main agenda at the forefront and above the "fold" line of the window. Don't make them scroll three pages of text to get to your agenda.
Click through rates can vary from 1% - 10%, so don't just think you scored low when it's around 2%-3%. Relationship building is part of the game.
Contact Empire to help you evaluate your e-mail marketing program. |
