Having an understanding of your email analytics can initially be a bit difficult. How do you determine the numbers to focus on? Is this truly worth your attention and time? What do all those numbers truly mean anyway? To examine your email analytics with vigor and confidence, you need to know what information is at your disposal and how to use the said information to improve your plan.
Let us take a quick look at a few of the most important things you could learn from your email analytics:
- Who reads your email?
Within your email results, click on the number of persons that opened a specific email. This will lead you to a list of those that opened that campaign, in addition to the time that they opened it. You can also view your average open rate, your open rate, and how you perform in comparison to others in your industry.
- What did your subscribers find interesting?
Next, check out the “Clicked” tab. This will reveal to you the number of clicks your email got, your average click-through rate for this email, your click-through rate, as well as your performance in comparison to others in your industry. This is a very good indicator of what information is most relevant and interesting to your audience.
3. When is the best time of the day for sending your emails to your subscribers?
Now that you know your email subscribers are reading the emails that you are sending, you need to determine the best time of the day in sending them out. In order to do this, you can check the sending schedule of your email. From then on, you can determine the time where most people are opening and reading your emails.
Using this information, you can now create your own schedule in sending out the emails to your subscribers to make sure that they will be able to read it. To create a schedule plan, we highly recommend that you use the Best Time to send feature. There is also an option that prepares you for your next advertisement. It will help in sending your email to the time where a large number of people have a probability of opening and reading your email.
4. What is the device commonly used in reading my email?
Next, you need to determine the device that is most commonly used in the time where most people are reading your email. Is it on their mobile phone? Their desktop? The results will vary depending on the number of audiences that you already have.
There is a tab named Campaign that will allow you to view the number of your readers who are reading your email from a desktop and their mobile phones. This analysis is regularly updated so that you can use the data acquired and reflected in the past advertisements that you have done already. Most of the time, people are using their mobile phones rather than desktops in opening their emails.
5. What are the possible ways to improve?
Now, using the data that you have gathered from your email analytics, you should come up with a plan to improve and engage more audience in the process. There are particular areas that you are weak while there are somewhere you are outstanding.
For instance, if you wanted to increase the opens of your emails, you need to determine the best time to send it out to your audience so that they wouldn’t be able to ignore it. After that, a subject line that will catch their attention is a must so that they will click on it. Next, you need to make sure that you don’t waste any of their time by sending only the most important information that they need o know about the products or services that you are offering.
One effective technique for this is to conduct an online survey so that you’ll know exactly what they are looking for and what pleases them the most. Using this data, you can now improve your own products or services to meet their standards and expectations.
Email analytics is extremely useful when used properly. Hence, you need to educate yourself on how to use it so that all data you are going to acquire for your advertisements will be put in good use and help to improve all of your weaknesses and eventually, drive more audience into your website.