"For now, I'm looking at open rates and click rates, but I wonder if this is good enough."
"I don't know where to start when it comes to measuring effectiveness."
I hope this will be helpful to email newsletter managers who have concerns like these.
Kairos3 Marketing is an MA tool that provides strong support for marketing and sales activities.
Contents of this article
Why is it important to measure the effectiveness chief vp marketing officer email lists of your email newsletter?
Reference: In the beginning, it's important to "keep sending"
Four important KPIs for measuring the effectiveness of email newsletters
KPI 1: Transmission success rate (error rate)
KPI 2: Open rate
KPI 3: Click-through rate (CTR)
KPI 4: Conversion rate (CVR)
Two other KPIs to measure the effectiveness of
Email newsletter list growth rate
Email newsletter cancellation rate (opt-out rate)
Reference: Continuously review the results of email newsletter campaigns
Example of email newsletter effectiveness verification
Keep subject lines short
Optimize your delivery time
Links in two places in the text
Reference: What is AB testing for email newsletters?
To close business deals, methods other than KPI improvement are also important
Why is it important to measure the effectiveness of your email newsletter?
The reason why measuring the effectiveness of email newsletters is important is because it allows you to understand the current state of the newsletter and leads to improvements.
Email newsletters are a means to an end, and their original purpose is to "strengthen relationships with customers" and "increase awareness." In order to achieve these goals, it is necessary to measure the effectiveness of email newsletters and correctly understand whether they are producing results.
If you are unable to grasp the current situation by measuring effectiveness, you may end up continuing to allocate resources to email newsletters even though they are not producing the desired results.
Measure the four KPIs introduced later to improve your email newsletter and see results.
In addition, in our free seminar " Increase business opportunities. Get reads. Seminar on the success rules of email marketing ," we will tell you how to improve each KPI of email marketing. Please feel free to apply.
Reference: In the beginning, it's important to "keep sending"
Immediately after you start your email newsletter campaign, you don't need to worry too much about verifying or improving the numbers. Your first goal should be to "continue to send email newsletters regularly."
Email newsletters are a way to maintain contact with potential customers over the long term if you continue them. Until your email newsletter distribution gets on track, it's important to lay the foundation for continuing distribution without straining yourself, rather than getting too excited or upset at the numbers.
Four important KPIs for measuring the effectiveness of email newsletters
The main KPIs for measuring the effectiveness of email newsletters and the benchmark numbers are as follows.
Four important KPIs for measuring email newsletter effectiveness
In this chapter, we will introduce the details of the four KPIs you need to know to measure the effectiveness of your email newsletter, as well as points to note and ways to improve them.
KPI 1: Transmission success rate (error rate)
The first important KPI for measuring the effectiveness of email newsletters is the sending success rate, which refers to the percentage of emails sent that reached the recipient's mailbox.
In order to ensure that your email newsletter, which you have carefully crafted with a special subject line and content, is delivered properly, it is important to avoid any sending errors.
There are two types of causes for sending errors: "permanent errors" and "temporary errors."
Permanent error
, incorrect email address domain
, or the email address is no longer in use due to a change of job or retirement.
Temporary error
- Failed to send due to temporary downtime of the recipient's mail server
- Recipient's mailbox capacity exceeded
- Size of the email to be sent is too large
The thing to look out for is "permanent errors."
There is no point in continuing to send email newsletters to email addresses with permanent errors, and your email newsletters are more likely to end up in the spam folder.
Once an email is in the spam folder, it is generally not opened.
The solution to a permanent error is to not send email newsletters to email addresses that are experiencing a permanent error.
Many email delivery tools and marketing automation tools have a feature that allows you to extract email addresses that have permanent errors. By using this feature, you can easily exclude email addresses with errors from your email newsletter delivery list.
