Most marketers rely heavily on two basic metrics when looking at their email reporting: Open and clickthrough rates. While open and clickthrough rates are a great way to see which subject lines and preview text are getting the most opens and which links are getting the most clicks, they don’t provide a deeper understanding of subscriber interactions—and therefore they can also only provide a limited picture of your campaign’s performance.
Ready to lift your email reporting to the next level? Here are five metrics you should add to learn more about the people who are receiving your emails and how to get more thorough insights on your email campaign’s success.
While technology has been blamed for shrinking attention spans, email is not to blame. That’s because the average time spent reading an email increased by nearly 7% to 11.1 seconds between 2011 and 2016, according to an analysis of billions of emails using Litmus Email Analytics. This infographic shares all the details about email attention spans.
When creating email marketing campaigns, you have the opportunity to bring emotion into the conversation and create a story, not just promote a sale. One way to do that? Use an emoji in your subject line.
When designing and creating email, it’s important to get your message across in an accessible way. But that’s only the first step. To truly engage your subscribers and make your email stand out, you must surprise and delight them. We sat down with Veda Kumarjiguda, Client Success Rebel at Rebelmail, to talk about how interactive emails can do just that.
The email inbox is shared space. And while the format of an email address—Subscriber@InboxProvider.com—tells you who’s in charge, it’s undeniable that all three parties—subscribers, inbox providers, and senders—have an important role to play in the inbox and that each have their own kind of control.
While opens and clicks are a great way to measure overall engagement, they don’t paint the whole picture of a campaign’s performance. Our award-winning campaign didn’t have high opens or clicks, but it did accomplish its goal of creating awareness and generating buzz around The Email Design Conference.
With attention spans on the decline—leaving you with only 8 seconds to make an impact on your subscriber—Chris and Jamie connected ideas from email marketing, cognitive behavior, and user experience to help you get better marketing results to boost your business. With over 4,000 registrants (wow!), we didn’t have enough time to get to all of the questions during the Q&A portion of the webinar. The Emma team has very graciously offered to answer all of the questions we missed here on the blog.
While your email service provider’s click data may help you determine which articles and calls-to-action resonate best with your audience, and their open data can enable you to make inferences about which subject lines work best, Email Analytics data can help you take things to the next level. Let’s talk about some ways to take this data and use it to improve your campaigns.