The thing about Email Marketing is that if you do it well it has one of the best ROI than any other form of Internet Marketing.
What’s Your Conversion Rate?
If you’re just getting into email marketing, one of the first things you need to track is your Open Rate (how many people actually open your email) and your Click-through Rate (the links people click on in your email that typically go to landing pages with strong call-to-actions).
If you’re getting something in the region of an open rate of 25 percent and twelve-to-fifteen percent for clickk-throughs you’re actually doing very well. After all, so many of us have got our sensors out to detect spam and emails that don’t really matter that it’s actually quite difficult to get people to open an email.
How to Improve Your Open Rate
The best strategy to kick off a successful email campaign is work on your subject lines.
Too many email marketers â€“ especially novices â€“ don’t work hard enough to provide well-written subject lines. What’s more, they also forget to track which kind of subject lines work best.
Lets imagine you’ve got a small list of, say, 500 people on your email list. You’ve worked hard to get sign-ups and you’re looking to make some money from your subscribers.
Whatever you do, don’t just bash out an email and send it to all of them and then look at your open rates and click-throughs.
It’s much more effective to divide your subscribers up into three groups and run some tests. The idea here is to run a test before you approach a bigger number of subscribers to maximize your conversions and generate sales.
Here’s What to Do
Divide the 500 emails on your list into three groups: 100, 100 and 300.
Send the first 100 an email with a particular subject. Send the second 100 the same email at the same time of day, day of the week, etc, but with a slightly different subject line.
Then check the results. I use Aweber for most of my clients because it’s so easy to track.
You’ll see very quickly that one of the emails you’ve sent has a better open rate. This was because its subject line was more successful.
You then send email with the most effective subject line out to the remaining 300 on your list.
With this kind of approach you should get something in the region of a 2-3 percent increase in opening rates. I’ve even seen a 15 percent increase on a few occasions.
Use Google Analytics to Gain Leverage
It’s really important you track the success of your email marketing campaigns.
Google Analytics provides a really useful way of including this in your overall analytics.
If you don’t set up a particular function of Google Analytics all the click-throughs from your email will simply show up as direct traffic.
Go to Google’s URL Builder and add the links that you are going to include in your email campaign.
What Google’s URL Builder does is appends some url variables that Google can identify that says this is a campaign.
You can then separate out the direct traffic and clicks you’re getting from your email. This is important for measuring the success of your campaign.
The Benefits of Measuring Your Email Campaign
The great thing about fine-tuning your email marketing campaign like this is that you can learn what works and what doesn’t. Also, it will give you data to compare with your other online marketing initiatives. For instance, you might discover that the money you’re investing in email marketing is / isn’t worth it.
If your email marketing is generating plenty of traffic and click-throughs but not converting into sales, you’ll know something is wrong.
Do you have anything to share? What’s your experience of email marketing campaigns? Or is there a particular service you’d recommend. Share your thoughts below.
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