As mentioned earlier, marketing effects are easy to feedback and evaluate, which is one of the advantages of EDM. By evaluating the success rate of email push, the click-through rate and the reading rate of emails, you can obtain relevant performance feedback in a timely manner, thereby discovering problems, optimizing and improving, and achieving the ultimate goal of email marketing.
?Efficiency
Effectiveness is the success rate of email push. Whether it is an email address database built by the company itself or a database purchased from a third party, it is difficult to guarantee the authenticity of the address. Therefore, it is necessary to calculate and evaluate the effectiveness of EDM in sending emails to filter out false addresses in a timely manner.
The calculation formula of effective rate is: effective rate = number of successfully sent – total amount sent. Among them, the number of successfully sent refers to the number of addresses that successfully receive marketing emails, also called the effective amount of the email database; the total number of sent refers to the total number of email addresses in the enterprise database.
?Reading rate
The reading rate is mainly used to evaluate the user’s acceptance and interest in marketing emails. It mainly depends on the display form of the email and whether it is attractive enough. and innovativeness. For example, in the setting of the email title, it is also a marketing promotion for accountants. “18 Hidden Rules of Happiness That Accountants Must Read” can obviously stimulate users’ desire to read more, and its email reading rate is also higher than that of “Happy Accountants” The title “Win a five-day trip to Hong Kong Disneyland” has a much higher reading rate.
In terms of calculation method, reading rate = number of opens – number of successfully sent. Open volume refers to the number of users who open a marketing email after receiving it. In addition, since users may open emails multiple times, you need to pay attention to distinguishing between the number of opens and the number of users who opened them when counting.
?Click-through rate
Click-through rate involves the specific content of the marketing email and reflects the user’s interest in the email content. As mentioned before, content is the core element of email marketing. The more valuable the content is to users, the higher the click-through rate will be. At the same time, by counting clicks on different links in email content, companies can also grasp users’ interest in different content, thereby making future email marketing more targeted.
The click-through rate is calculated as: click-through rate = click volume – open volume. Among them, click volume refers to the number of clicks on related links triggered by users after opening the email and reading it.
Generally speaking, EDM is a low-cost, wide-coverage, fast and convenient marketing model. However, if EDM wants to achieve satisfactory results, it requires enterprises to use multiple methods in the email marketing process to effectively increase users’ desire to read and click, and to be user-centered and continuously provide users with new value experiences. Only in this way can we establish a strong relationship with users and achieve marketing purposes such as brand building and product promotion.