One of the characteristics of email marketing is the ability to quantitatively evaluate its marketing effects. By analyzing some indicators, we can not only evaluate the effectiveness of marketing activities, but also discover problems existing in the promotion process, so as to improve marketing activities. Adjust and improve.
There are three main data indicators for measuring the effectiveness of email marketing.
1. The effectiveness rate is used to measure the effectiveness of obtaining the database, that is, the email address sent is real. The calculation formula is:
Effectiveness rate = number of successfully sent – total amount sent
Among them, the total amount sent refers to the total number of user email addresses in the Email database: the number of successfully sent means The number of emails that successfully arrive at the user’s address, that is, the effective volume of the Email database.
2. Reading rate
The reading rate measures the user’s interest in the email. The calculation formula is
Reading rate = number of opens – number of successfully sent
Among them, the number of opens refers to the number of emails opened by users with valid addresses after receiving the emails. Since the same email may be opened multiple times by the same user, it is best to count the number of times the email was opened and the number of users who opened it separately.
3. Click-through rate
The click-through rate is used to evaluate the user’s interest in the content of the email. If the read rate of an email is high but the click-through rate is low, the content of the email needs to be adjusted. The calculation formula of click-through rate is click-through rate = click volume – open volume
Wherein, click volume refers to the number of clicks on links in the email after the user opens the email. If there are multiple links in the email, it is best to count them separately. This allows you to better evaluate what content users are more interested in so you can adjust and optimize the content of your emails.
Efficiency, reading rate, and click-through rate are the most basic indicators to measure the effectiveness of email marketing. For emails oriented toward registration and purchase, it is also necessary to analyze the conversion of email registration/purchase.
Generally, bulk email software obtained through purchase will provide users with basic statistical functions such as sending volume, arrival volume, and reading volume. Together with Google Analytics, it can help users track customer behavior and analyze Customer behavior, thereby achieving the purpose of improving email marketing effectiveness.