Analytics Help You Understand Your Effectiveness and Reach

It is reported that nearly 20% of email marketers do not know how well their email marketing campaigns are working simply because they do not track them. The importance of reviewing and analyzing the metrics of your email or e-newsletter campaigns is a major component of knowing whether or not what you are doing is effective or is providing you with any return on your investment.

Here are the major components of the metrics of any email marketing campaign.

Delivery Rate: The delivery rate is simply the total number of email that were actually delivered to the intended inbox. Delivery rate percentages are determined by taking the total number of emails that bounced (undeliverable) by the number of emails sent. Spam filters and other issues can cause an email to be bounced. You can reduce the chances of having your email bounce by asking the recipients to white-list your email.

Open rate: This is the number or percentage of total delivered emails that were actually opened by the recipients. There is some debate about how accurate this number is and whether it is reliable. However, it is still an important number to be aware especially as you send out multiple emails and if you are seeing any drastic change in your open rates over time. Industry research estimates the average open rate is 30%. If your rate is lower than this, you may want to research and evaluate how effective your emails are to the target audience.

Click-Through Rate: This tracks the number of times a link in your email was clicked-through by the recipients. JupiterResearch estimates that the average unique click-throughs is about 12 percent. The key here is to keep your content relevant, simple, direct and targeted.

Unsubscribe Rate: This is the number... Click here to read the rest of this post at the Social Media Virtual Assistant at Large blog.

The Social Media Virtual Assistant at Large Blog is authored by VAF member Kimberly of JK Virtual Office Solutions.


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As silly as it may sound it's nice to have it in writing what the statistics actually mean. Thank you. Do you check yours weekly or daily?