Digital Marketing has a propensity to produce lots and lots of metrics. The number and their complexity can often be a little overwhelming. Understanding what metric is important to your business can often be a serious task in itself. It’s easy to get wrapped up in a specific statistic or metric which everyone else talks about but isn’t really relevant to your business or your sales process.

Email Marketing is no exception to this and possibly the worst offender. The majority of our clients’ main focus is on the open rate of their campaigns. For some, this is fine; the open rate is the best metric to judge the success of a campaign. If the marketing goal is to simply increase brand awareness or perhaps notify customers of a system update or opening times, then open rate is what you need.

Generally however, the aim of an email marketing campaign is to do much more than this. Most clients want sales and to get sales you often (not always) need the customer to go to your website. This immediately tells us that the Click Through Metric is probably more important. The problem many of our customers have is that in their desperation to get more opens, they employ tactics which cause the email to get fewer clicks. Creating subject lines which are engaging enough to get the recipient to open the email, but bear no relation to the content of the email.

Take a look at the comparison below

A

B

Emails sent

100,000

100,000

Emails opened

15,000

30,000

Open rate

15%

30%

Click through rate

30%

10%

Clicks

4500

3000

Conversion rate

10%

10%

Sales

450

300

ROI

£4500

£3000

 

This illustrates perfectly how an obsession with open rates may not help achieve the goals for your company. It’s important to take a step back and look carefully at what you want to achieve with email marketing, then start working towards it.

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