Email marketing is an efficient, cost-effective way of spreading awareness on your brand and building relationships with existing and potential clients without being too invasive. With email marketing, you can share valuable marketing content to elevate your website traffic and increase your leads. However, an email marketing campaign becomes less effective if you’re unable to measure the results.
Here are four important factors to remember when measuring email marketing leads:
Consider the Click-To-Open Rate
The click-to-open rate (CTOR) indicates the number of individuals who opened your newsletter. This will usually depend on how enticing your subject line is. If you have a subject line that makes people want to see more, you have a winning formula and should focus on similar subject lines in future. Having an above-industry-average CTOR means you’re doing something right!
Measure other variables
Unsubscribe rates: This rate is the amount of people that are opting out of receiving your emails or newsletters. The rate of people unsubscribing from your newsletter campaigns can tell you whether you are sending out campaigns that resonate with your audience or not. If more and more people are unsubscribing, it means that you need to rethink your marketing strategy. The average unsubscribe rate (a healthy one) is 0.5% on each email campaign. If this percentage becomes higher, it’s time to return to the drawing board!
Bounce Rate: Your newsletter or email will not always make it to all of your subscribers. When this happens, it means your emails have bounced. There are many reasons for why your mails are bouncing: it could be that the email address is no longer valid, or that the receiver unsubscribed from your mails. To avoid these, it’s important to keep your database up to date and investigate why your mails are bouncing.
Click throughs to your website: Your click-through-rate (CTR) shows you the relationship between the amount of people you sent the newsletter to, and the amount of people who clicked on it to visit your website. Using the CTR, you can measure the effectiveness of your campaign; the more people who engaged with the newsletter, the more successful it was. You’re not only offering interesting content to your recipients, but you’re giving them enough incentive to open the link to continue engaging with your brand.
Conversion rate: Your conversion rate is a ratio between the total number of newsletter engagements and the total number of leads generated from that campaign. This is how you work it out: Conversion rate = Total number leads / total number of website clicks (or email responses) x 100.
Track the Lead Generating Power of Your Newsletter Campaigns
Leadtrekker enables you to easily measure the effectiveness of your campaign’s ability to generate high quality leads by making use of custom URLs. A custom URL is a normal link which contains some additional information (also known as
custom parameters) and is typically sent from your newsletter through to your website when a user clicks on a call to action (CTA). Once the user fills in the contact form on the website, the additional information is saved on your Leadtrekker database, giving you the opportunity to link a specific lead to an email campaign. Each parameter in your newsletter is tracked to identify the source, medium and campaign used – which will help you identify which types of email campaign you can duplicate to generate leads.
Create Automated Responses
Additionally, you can use Leadtrekker’s automated responses to reduce your response times drastically. This can improve your conversion rate from lead to sale, and give you the tools to inform your lead of which salesperson will be in touch. Remember, as most recipients are mobile device users, it’s important to ensure that your emails are mobile-friendly by either using a reputable email marketing service or getting email marketing specialists to run your campaigns for you while you sit back and reap the rewards. Speak to the lead management experts at Leadtrekker to
book a demo and see how they can help you manage your email campaign leads and more!
