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Improving the quality of mailings by working with analytics
If you want to evaluate the success of your mailings, find weak points and improve the indicators, then pay attention to the following:
Clickthrough Rate (CTR) — if something is wrong with your emails, the CTR will be the first to react to it. Only an interesting and useful email with calls to action will show a high percentage chinese student contact list of clicks — make sure that it is like that. A drop in the rate may be due to an outdated database, which signals the need to add new leads. Low CTR is also a lack of interest in the content, an inappropriate audience, or an unsuccessful design. To accurately identify the shortcomings of an email, conduct A/B testing, in which the clickthrough rate will act as a yardstick;
Formula: the total number of clicks or unique clicks is divided by the number of emails sent and the result is multiplied by 100%.
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conversions — everything a marketer does should lead to conversion. Leads, purchases and other target actions should be recorded and displayed in statistics to calculate other equally important indicators such as CTR and ROI. In order not to lose all the data, use utm tags — we write more about thisWeAndeSputnik;
Formula: the number of people who performed the target action is divided by the number of letters sent. The result is multiplied by 100%.
share/forward rates — although the practice of reposting letters is not popular with us, we are always ready to share interesting information with friends and colleagues. That is why these rates should be taken into account if you want to make sure of the content and the ability to generate new contacts. If this rate is low, then look for new ways of lead generation;
Formula: the total number of completed shares and/or forward rates is multiplied by the number of all sent letters. The resulting figure is multiplied by 100%.
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bounces — an increase in this indicator indicates that you are doing something wrong. Perhaps your content did not resonate with the audience (uninteresting, ugly, or not adaptive), or UTM tags and other tracking methods are incorrectly configured. Be sure to test the letter before sending to prevent an increase in bounces. Do not forget to check the database, perhaps it also needs to be cleaned and updated.
Formula: the total number of bounces is divided by the number of sent letters and the result is multiplied by 100%.
increasing the base, as well as the unsubscribe rate or getting into the Spam folder - if you are too active, overwhelming the non-target audience with uninteresting and useless content, then the last two indicators will grow instantly. You need to be especially careful with the latter - a critical number of letters getting into Spam can result in blocking the account with the loss of all achievements. To prevent this from happening, do not use fraudulent methods to increase the conversion rate (implicit links, stolen base, etc.), indicate when and under what circumstances the user agreed to the mailing list and leave the right to unsubscribe;
Formula: add the number of unsubscribed to the number of all letters sent to spam. Subtract the resulting number from the number of new subscribers, divide this result by the total number of subscribers in the base. Multiply the result by 100%.
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ROI — using email services for companies with large databases is not cheap. For this reason, ROI analysis is an important indicator that email marketers need to listen to and be able to calculate correctly.
Formula: subtract the amount of investment made in the campaign from the number of sales. Divide the result again by the amount of investment and multiply by 100%.
delivery and opening rates are other numbers that do not directly indicate the quality of letters, but indicate other important details: the activity and relevance of the database, the quality of the service, the interest of the topic, etc. Any mail service provides data, so you cannot calculate them yourself. Read more about these indicators in the blogeSputnik.
Use formulas, love statistics and your letters will only benefit from it. Conversions to all
