We all know that person. You know, the one with the bright red notification of shame on their email app: 1,463 Unread Emails. In fact, rare is the inbox that doesn’t amass a long list of unread emails each day. (Honestly, though, can’t we keep it under 100 folks?)
We understand, though. On a daily basis, we all get dozens of emails. Yet despite how you may feel about the e-tornadoes crashing your inbox every day, email is still the go-to, tried-and-true, best-all-around channel for digital marketing. The question is: Are your emails getting through to your recipients? It’s not hard to skirt the junk folder, but how can you know that your e-communication is reaching its audience?
Campaign metrics go a long way towards understanding what happens to your email once you send it out into the vast expanse of the internet. Analyzing metrics provides a definitive way to understand how your audience is responding to your message. But not all metrics are created equal. Here’s how we break down the effectiveness of email campaigns.
We start by comparing analytics within your industry. Some industries have notoriously poor email performance rates compared with others; retail and media publishing see the lowest open rates of any industry. But you can’t compare apples to oranges, and you can’t compare mice to elephants. We make sure your campaign is keeping up with businesses of similar makeup and size.
Opens & Clicks
We also take note of two important metrics: The Unique Open Rate and the Click-Through Rate. Unique Open Rate is the number of unique recipients who opened your email divided by the total number of emails delivered. Average companies have a 10-15% unique open rate, and top performers can be around 16-20%. The Click-Through Rate is the total number of clicks divided by the total number of emails delivered. Average companies generally have a 2-5% Click-Through Rate, and top performers average 5-10%.
Once we know the percentage of your emails that is escaping the unread abyss and compare them within your industry, we can improve performance with a number of strategies. Simple solutions like sending more targeted communications, changing your “From” name to be more recognizable, and rethinking subject lines can make all the difference in how much ROI you get from your efforts.
So send us an email and we’ll chat about how much better your digital marketing can get. Then start clearing out that inbox!