When you implement an email campaign, there is no guarantee that everything will be 100% effective.
While following our guide can significantly improve your email marketing, nothing is foolproof and there will always be room for improvement.
So if you want to constantly increase how much you yield by doing email marketing, you have to benchmark each time you finish an entire campaign.
By doing so, you’ll have a standard that you have to ensure and do better against.
Why is Benchmarking Important?
When you benchmark you can effectively:
- Assess the strengths and limitations in your email marketing plan so you can do better next time.
- Have an unbiased viewpoint of your campaign, enabling you to optimise your emails based on real-life statistics rather than what you believe would succeed.
- Know how your industry normally performs in email marketing and be able to set better goals that are attainable.
There are numerous key performance indicators or KPIs you can glean from your email marketing.
But the following metrics are the ones you should pay attention to:
Open Rate
A high open rate demonstrates that your subscribers are interested in reading your message and that your subject lines are appealing.
Click-Through Rate or CTR
A high click-through rate indicates that you sent relevant material to a list and that they wish to engage with it further.
Conversion Rate
Your conversion rate will tell you if your email marketing efforts are productive and if you are sending the correct material to the right people.
Bounce Rate
Your bounce rate might tell you whether there is an issue with the email address to which you are attempting to send emails. Check to see whether you made a mistake, and if so, remove the email address from your contacts so that it doesn’t negatively effect your deliverability.
The good news is that your email marketing platform has the tools to enable you to see all aspects of your progress.
So with the right team, platform, tools and research, you can truly make email marketing work for you.
With email marketing done right, you can reduce lost customers, effectively drive people though your conversion funnels and earn better with your eCommerce business.
