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.
Optimizing emails for different time zones is one of the key challenges for email marketers who send to international subscribers. We provide hands-on advice for how to optimize send times and email content for a global audience.
Clients will often come to you with preconceived notions of what their subscriber base looks like. However, it takes a robust marketing program—complete with plenty of testing and data—to truly pinpoint subscriber engagement. What content interests their subscribers? Where and how are they viewing your client’s messages? Are they forwarding or printing any particular campaigns? Answering these questions ensures that your team delivers a quality data-driven campaign that truly engages your client’s subscribers, thus positioning your team as a true “full service agency” and strategic marketing partner going forward.
After creating their trade show-specific app, Ferguson Enterprises wanted to ensure only the appropriate customers were receiving emails with a call-to-action to download the app. After all, Android or BlackBerry users certainly wouldn’t want to receive an email to download an iPhone app. With their Litmus Email Analytics data in hand, they could appropriately target their iPhone users—and their automation efforts are certainly paying off. Let’s take a look at their journey.
Using data to make design decisions is crucial to making your messages more effective. Email Analytics can show you engagement, email client, geolocation, and forward and print data to help make key design and HTML build decisions, providing you with opportunities to surprise and delight your subscribers (not to mention increase conversions!).
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.