How to evaluate a campaign

Email plays an increasingly important role in all aspects of today’s marketing and customer relationship management strategies. Successful email marketing can get high response rates with very low cost, compared to other marketing media.

The impacts of email marketing are more measurable than for most other forms of marketing. So, at the end of every email marketing campaign, the evaluation is very important. During it you can determine whether or not the email marketing is effective for you, if you have reached the purposes you have established at the beginning and learn how to improve your further actions.

Reports on email marketing campaigns can provide insights by evaluating past campaign performance. You need to evaluate the following indicators at the end of your campaign: delivery rates, open rates, click-through rates, unsubscribe rates, conversion rates, spam complaint rates.

Delivery Rates

This indicator is influenced mostly by spam filters and the validity of addresses in you lists. More and more permission-based emails end up blocked or redirected because of spam filters.

The ways to improve the delivery rates are asking your subscribers to add you in their address book, keeping a clean list, honoring the unsubscribe requests and being careful with the spam complaints.

Open Rates

To make sure you get high open rates, the relevance and the recognition are very important, make sure you are sending interesting information for your subscribers and the “From” contains your company name so the receiver will recognize you instantly.

The subject line might be a problem if your open rates are low. Also a low open rate might be a sign that your newsletters are not reaching the inbox of your target, but the junk mail folder.

Click-Through Rates

The key to getting high click-through rates from your message is relevance and personalized content.

One tip is to address recipients by name. Another great way to keep your click through rates up is the way you segment, stay relevant and your subscribers will be interested in further information.

Pay attention where you put your links. Make your desired action clear to recipients with prominently displayed links and big “click here” buttons.

Unsubscribe Rates

Analyze your unsubscribe requests carefully. If the unsubscribe rate is high, maybe you should think again about the information you are sending, maybe there is a discrepancy between what you are promising and what you are delivering.

Unsubscribe requests can be reduced by letting your subscribers choose (e.g., frequency of emails and updates, choice of topics or product offerings). You need to build relationships with customers and prospects, putting them in control.

Conversion Rates

The conversion rate indicate the rate of prospects that have answered to your call to action (e.g., purchase, forward to friends, fill in a form, phone call, etc.) Your conversion rate is a measure of relevancy. Make a clear call to action and make it easy for recipients to understand.

Spam complaints

This indicates how many people have marked your email as spam. This indicator has a high influence on your reputation and you have to be careful about it.

To avoid a high spam complaints rate you need to make sure your unsubscribe link is visible and working. Many users will use the “spam” button as a way of getting rid of email they no longer want as an alternative to the unsubscribing process, if it’s too difficult to use.

People quit newsletters having different reasons: you send too many emails, the information is not interesting or they simply have changed preferences.

Many unsubscribe requests is not something you wish for, but spam reporting is much worse.

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2 Responses to “How to evaluate a campaign”

  1. […] In email marketing a cleaned list, with valid email adresses and with subscribers that gave their permission to receive emails is very important to have good results. […]

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