HOW SMALL BUSINESSES CAN MAKE THE MOST OF EMAIL MARKETING
SMART GOALS
Do you have SMART goals?
Are you effectively measuring your progress?
Often, SMBs create email marketing campaigns with (at best) poorly defined goals, like “increase the awareness of a new product.”
While you may be able to track things like impressions, does that really determine the awareness you have created around the product?
Email marketing campaigns must be directed toward a specific, measurable outcome, like generating new leads, improving conversion rates and growing a subscriber list.
Failure to properly define and track email campaign goals can lead to missed opportunities and uninformed decision-making down the line.
While each email campaign will require teams to track certain goal-specific metrics, there are important metrics that should be tracked in pretty much every marketing campaign.
. 1. CLICK–THROUGH RATE
This is the percentage of recipients who click on one or more links in your email. Many email marketers obsess over email open rate, but the open rate can be a misleading statistic. It is hardly a success if recipients simply open your email without clicking through to the website, white papers or other call-to-actions (CTAs) you provided. CTR gives teams a much better understanding of how compelling their content was to the recipient.
2. CONVERSION RATE
The conversion rate of your email campaign takes the analysis a step further, indicating how many recipients both clicked on an email link and completed the desired action (trialing a product, completing a survey, filling out a form). Conversion rate is one of the most important metrics to track because it directly relates to the campaign goal.
Whether you want recipients to sign up for a mailing list or watch a product video, conversion rate effectively measures how engaging and persuasive your email marketing content is.
SIMPLIFYING EMAIL MARKETING MERTICS
One way to organize email marketing metrics and streamline analysis is by integrating email marketing tools with CRM software.
Utilizing CRM with email marketing allows teams to easily access contact information, leave notes or update customer history directly in their contact information and, most importantly, to build targeted email lists.
By integrating email marketing with CRM, teams can optimize an end-to-end email marketing campaign, from building the audiences to gathering and analysis of key metrics, all from a single platform.
This eliminates the need to transfer data from one solution to another — which increases the chances of lost or overlooked data — and creates a centralized view of the entire email marketing campaign.
Keep winning!