- [Instructor] Email marketing is one of the most measurable
marketing strategies available.
We can track everything from who opened and clicked
to where the subscriber lives,
and what links they clicked on.
One thing I want to encourage you to do regularly
is to look at your campaign performance broadly,
rather than just on a campaign by campaign basis.
This will help you look at what strategies are working
and inform your future marketing decisions.
The most effective marketers look beyond opens and clicks
to longterm subscriber activity,
engagement trends, and the email list health.
Focusing on engagement trends
rather than the easy indicators like open rates
will help you be more effective with your time and energy
while delivering the most relevant content
to your most engaged subscribers.
Rule number one for monitoring your audience
is to think engagement first.
The purpose of an email marketing strategy
has always been to develop a longterm relationship
with your audience.
Subscribers expect to receive emails that are personal,
relevant, and valuable.
If you deliver on those expectations,
you'll have a list of people
willing to take action on your campaigns.
Alternatively, if you send a huge email blast
to your entire subscriber base,
ignoring their needs and why they signed up,
they're more likely to be turned off, delete the message,
mark it as spam and avoid your messages in the future.
These send anything to everyone tactics
result in an unhealthy list of disengaged subscribers.
So let's take a look now at some metrics
that you can start tracking.
Again, I want you to focus
on a broad view of your email strategies.
Don't just look at one or two of the metrics,
try to analyze the whole picture.
A healthy open rate is generally between 20 and 40%.
If your open rates fall in that range or higher
then your campaigns are well optimized.
Tracking your open rates for individual campaigns
is primarily useful
for seeing what subject lines
are most interesting to your audience.
In general, a healthy click through rate is about 15%,
and this metric is an indicator
of how well your calls to action are doing.
Your click to open rate
tells you the percentage of recipients who opened the email,
and it's a leading indicator of the value
of the content that you're sending.
Basically, when a subscriber clicks to open the email,
they want to read it.
Your unsubscribe rate is also important
for knowing the content that you're sending
and the frequency is working for your audience.
Unsubscribe rates less than 2% is considered normal.
Steady list growth is another sign of a healthy list.
If new people are joining your list
and clicking in the content you send,
you probably have a pretty engaged audience.
The conversion rate is the number of subscribers
that not only clicked,
but also completed a desired action
such as making a purchase.
If your goal is to generate leads or purchases,
the conversion rate is pretty important.
Once again, I just want you to remember,
it's really important to take a broad look
at all of the metrics for your email marketing strategy.