The importance of metrics in Email Marketing

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One of the most used tools in Digital Marketing strategies and in many cases as part of the Content Marketing strategy is email marketing.

The effectiveness of this tool is one of the greatest compared to some others used in this field, although said effectiveness undoubtedly depends on a series of very important factors such as:

Email content : we must provide our readers with something they really need (if we are talking about content) or, dress up our offer in the most attractive way possible (if we use it as a commercial tool)
Email title : The opening rate of our emails depends in many cases on the title being attractive enough to attract the attention of a large number of recipients.
There are many ways to measure the effectiveness of email marketing campaigns. The results of the studies must be taken into account, not only as a way of observing and rectifying each of the measurement elements (bounce rate, openings, leads, etc.) but also as a source of information about the users to whom we send our emails.

One of the latest studies was carried out by the consultancy firm Silverpop , which took into account campaigns carried out by different companies in the United States, Europe and Asia.

Although they have taken into account the most common 14 year old korean boy whatsapp number types of industry and the rates they offer us are average rates, they are a good basis to apply to our campaigns and assess whether we are really doing things well or can find areas for improvement.

Some of the results that the study offers are:

Unique Open Rates : The sectors with the highest open rates are leisure and travel with an average % of 38.5, retail with 39.6% and education with 46.1%, while the lowest average rates correspond to health with 30% and services with 27.3%. The total open rates vary somewhat by sector, with the worst being the financial sector with 38.1%. The users who open the email they have received the most times to check it are those whose issuing company belongs to the consumer sector.

Click-through rate : This is the rate that measures the number of unique clicks on each of the links in the email compared to the number of emails sent. In this case, education is still the most highly valued sector and therefore the one that receives the most clicks.

The size of the message is another aspect to take into account and clearly smaller messages are better valued than those that are heavier or more difficult to read if we do not read the email on a computer but on a mobile device.

Finally, the cancellation rate : The average accepted rates are below 1%, with the worst being in the education and consumer sectors with 0.18% and the lowest being in real estate and construction with 0.10%.

Metrics are important to redirect our efforts and budgets towards those objectives that will really bring us a conversion, but the most important thing is, without a doubt, to integrate all the actions or campaigns into a global strategy that not only analyzes the results of specific actions but of the total of the company's objectives and allows us to assess the reality and the total of the actions we carry out.