Measure your email with these 6 performance indicators

  • Share   
Mesurer son marketing par courriel

Measure your email with these 6 performance indicators

1024 536 Dialog Insight

When we do email marketing, we start by testing all kinds of things, without necessarily knowing what will work. We always have a personal idea of what works and what does not, but how do we make sure that what we think is what our customers want?

In an era when knowing your customer is paramount, it becomes essential to measure our marketing actions to analyze their reactions and behavior towards our messages. Thus, it will be easier to know what they like to receive, what makes them click, and possibly to anticipate their desires. To do this, knowledge of key performance indicators is required.

So let’s review the various statistics you should watch in order to have a good idea of the performance of your emails and some tips to improve them.

 

Deliverability

The first measure to consider is deliverability. This data shows if your email was considered a spam, and also the the wrong addresses. These erroneous addresses are either misspelled or simply non-existent.

To counter this kind of address error, you can use the double opt-in technique. Basically, during the subscription, you ask your new contacts to confirm their email address by sending them a message to this effect. For non-existent addresses, you simply have to clean up your database and delete them.

However, another option more often used by us is to replace the validation of the email (mechanical step with no added value for the contact) by a welcome message. Thus, all new contacts receive the same message. This makes it possible to limit the error rate by concentrating them on a single type of communication. To do this, it is obviously necessary to set up a consent center. The idea is to validate the error rate on this type of communication, without affecting the others. This is possible since the type of communication called “Welcome” will be managed separately, to validate the delivery rate with a dedicated IP address.

 

The opening rate

The open rate is the number of contacts that opened your email. The higher it is, the better! By analyzing the opening rate of your email campaigns, you will be able to evaluate whether your email objects are sufficiently catchy or, conversely, whether you need to work on them a little more.

A low open rate may also mean that your message has landed in the spam box, and therefore your contact has never received your email.

To solve a problem of opening rate, there is no secret: work your email subject. You can always read this article if you want help to improve your email objects. Next, pay attention to when and how often you send email.

Indeed, if you send an email on Monday morning before office hours, your email will surely end up like other emails received on that morning; getting deleted. In general, from Tuesday to Thursday, it is better for emails destined for a business address.

Also, if you are sending on a day where it is very nice outside, it can also affect your opening rate. People are less tempted to look at their inbox if it’s nice than if it’s a rainy day.

If, on the other hand, your problem is that your message falls in the wrong mailbox, the solution would be to ask your recipients to add you in their contact list to appear as an authorized sender.

 

Click rate

The click rate is probably the best way to find out whether your campaign has worked well or not. Indeed, this rate indicates the number of emails sent which have attracted enough interest from the reader that he clicked on one of the links inside. So, not only did they open your email, but they read it and clicked on one of the links. At this point, you are very close to a conversion! And if these contacts have not performed the desired action, you may be only one email closer to change it.

On the other hand, the click rate depends on your deliverability and opening rate. That’s why, if you want to increase this rate, you will need to focus on these two elements in the first place.

 

Reactivity rate

The reactivity rate is what allows you to know the effectiveness of your email content. This is the click rate relative to your open rate. Therefore, it ignores the two elements that can influence click rate alone, as mentioned above.

It may be that your software does not automatically give you this rate, so here is how you can calculate it:

This is the formula to use if you want to test the effectiveness of your call-to-action. The higher the rate, the better. Indeed, if your readers opened your email, read it, but did not click … It’s an engagement problem that you have. Either your call-to-action is not convincing enough, or your email content is just not relevant.

To remedy this, ask yourself a few questions: Does my call-to-action encourage clicks? Does the button color stand out? Is my email design simple and clear enough?

If your call-to-action button is gray on black or your email design is confusing, it is clear that your contacts will not click on your links. Try to improve these elements first and foremost and then you will see. It may just be that your offer is not interesting or targeted enough. For example, if you send discounts on women’s lingerie to your male contacts, look no further, your problem is there!

 

Unsubscribe rate

It is normal when you start sending emails on a regular basis to have a certain number of unsubscriptions. In any case, you do not want contacts who don’t value your brand in your database.

On the other hand, if your unsubscribe rate does not stabilize after a certain number of emails, it means that the number of contacts not interested in your brand does not decrease. This surely reflects the way you obtain your contacts. Perhaps it is not clear enough for your contacts, when they leave their email address, that you will send them communications.

You should probably review your contact acquisition process to make sure that people who sign up agree to receive your communications. This will ensure that you only have interested contacts in your database.

It is also possible that a high unsubscribe rate is related to the sending frequency or the type of content sent. Just ask your contacts, when they subscribe, to choose how often they want to hear from you and what types of content they want to receive.

Also, suggest changing the frequency or their preferences in your unsubscribe form. This will save you unnecessary unsubscriptions. Of course, there are a number of people who will unsubscribe because they are simply not interested in receiving your content. But you cannot do anything for them.

 

The SPAM reporting rate

This rate is the number of people who reported your sender’s address as SPAM to their email provider. Basically, this figure means that your contacts have trouble finding a way to unsubscribe. This has an impact on your deliverability. The more this rate is high, the more your chances of ending up in SPAMs increases and this affects your open rate.

It would be better to highlight your unsubscribe link to prevent this from happening. You could also segment your list according to the commitment. Make targeted campaigns with the goal of re-engaging inactive contacts since X time. You can then completely erase the contacts that remain inactive after this campaign.

 

Conclusion

To conclude, these metrics are all useful and inform you about several different things. It is normal, at first, to feel disoriented given the large amount of data you have access to. What you need to remember is that all the advice given in this article allows you to position yourself in the eyes of spam filters. Once your reputation is well established, you will be able to focus only on the performance statistics of your emails.

I have prepared a summary sheet for you to find your way more easily.

Get yours now!

YOU WILL ALSO LIKE

Débutant

Vous êtes nouveau sur Dialog Insight ?

Cette formation vous apprendra les notions de base afin de pouvoir lancer vos premières campagnes et être efficace rapidement.

Contenu de la formation DÉBUTANT
Débuter avec Dialog Insight Éditer des courriels
Optimiser la livraison de courriels          Segmenter et cibler des contacts (1 de 2)
Gérer les données clients Analyser les résultats d'une campagne
Préparer une campagne  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Campagnes

Vous êtes responsable des campagnes ?

Ce parcours marketing vous aide à peaufiner vos envois et à optimiser vos résultats.

Contenu de la formation CAMPAGNES
Optimiser la livraison de courriels Personnaliser les contenus
Préparer une campagne Utiliser le marketing social
Gérer une librairie d’images Utiliser les tests A/X
Éditer des courriels Inspecter le rendu et les variantes du message
Envoyer des SMS et notifications mobiles      Analyser les résultats d'une campagne
Segmenter et cibler des contacts (1 de 2)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

1 à 1

Les stratégies de personnalisation vous attirent ?

Découvrez les étapes de mise en place d’un marketing personnalisé et ciblé ainsi que son utilisation en temps réel.

Contenu de la formation 1-à-1
Créer une libraire de contenus Personnaliser selon le cycle d’achat
Développer des campagnes automatisées Segmenter et cibler des contacts (1 de 2)
Créer des scénarios déclenchés par des actions en temps réel (triggers) Segmenter et cibler des contacts (2 de 2)
Personnaliser les contenus Inspecter le rendu et les variantes d'un message
Dynamiser le contenu (ex : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Analytique

Vous cherchez à comprendre vos résultats ?

Apprenez à analyser vos résultats, à connaître vos clients et à utiliser l’intelligence d’affaires pour offrir des contenus pertinents.

Contenu de la formation ANALYTIQUE
Identifier les meilleures sources d'acquisition Évaluer le rendement
Suivre les visiteurs sur un site web Sonder la clientèle
Explorer le cycle et les intérêts de la clientèle Utiliser les tests A/X
Définir des règles de scoring et des personas Analyser les résultats d’une campagne

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

E-Commerce

Vous avez une boutique en ligne ?

Ce parcours vous aide à offrir une expérience client enrichissante à vos acheteurs et à augmenter vos revenus de ventes.

Contenu de la formation E-COMMERCE
Combiner marketing et E-Commerce Évaluer le rendement
Développer des campagnes automatisées Ajouter des données au profil du client
Personnaliser selon le cycle d’achat Créer une librairie de contenus
Dynamiser le contenu (ex. : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Génération de prospects

La génération de prospects qualifiés est un défi pour vous ?

Utilisez des stratégies web performantes pour acquérir de nouveaux prospects et augmenter vos taux de conversion.

Contenu de la formation GÉNÉRATION DE PROSPECTS
Développer des pages de destination Créer des processus d’affaires intelligents
Faire l’acquisition et la mise à jour de contacts Sonder la clientèle
Ajouter des options interactives aux formulaires Identifier les meilleures sources d’acquisition

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Admin

Vous êtes responsable de l’implantation ?

Ce parcours vous apprendra à configurer la plateforme, à gérer les utilisateurs et à synchroniser vos données.

Contenu de la formation ADMIN
Débuter avec Dialog Insight Personnaliser l’expérience utilisateur
Configurer Courriel, SMS et notifications mobiles Gérer les données clients
Développer un marketing distribué Optimiser la livraison de courriels
Définir les règles de sécurité et d’accès Ajouter des données au profil du client
Synchroniser les systèmes  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Beginner

You are a new Dialog Insight user?

This training course will show you all the basics to get you going quickly and send your first campaigns.

BEGINNER – Training outline
Get started with Dialog Insight Edit emails
Optimize email delivery Segment and target contacts (1 of 2)
Manage client data Analyze campaign results
Prepare a campaign  

Duration: 2.5h
Location: Online or onsite

Enroll me

Campaigns

You are in charge of campaigns?

This training course will help you polish your messages and optimize your results.

CAMPAIGNS – Training outline
Optimize email delivery Personalize content
Prepare a campaign Take advantage of social marketing
Manage an image library Use A/X testing
Edit emails Validate message previews and variants
Send SMS and push notifications Analyze campaign results
Segment and target contacts (1 of 2)  

Duration: 2.5h
Location : Online or onsite

Enroll me

1 to 1

You want to know all there is about personalization?

Discover how to implement a personalized and targeted marketing campaign, and how to use it real-time.

1 TO 1 – Training outline
Create a content library Personalize content based on buying cycle
Develop automated campaigns Segment and target contacts (1 of 2)
Trigger scenarios based on actions Segment and target contacts (2 of 2)
Personalize content Validate message previews and variants
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location : Online or onsite

Enroll me

Analytics

You are looking for answers in your results?

Learn how to properly analyze your results and better understand your clients in order to offer more appropriate content.

ANALYTICS – Training outline
Find the best acquisition sources Estimate ROI
Track website visitors Get client feedback
Explore client cycles and interests Use A/X testing
Define personas and scoring rules Analyze campaign results

Duration: 2.5h
Location : Online or onsite

Enroll me

E-Commerce

You have an online store?

This training course will help you offer buyers the best possible client experience, as well as increase your sales revenue.

E-COMMERCE – Training outline
Combine marketing and E-Commerce Estimate ROI
Develop automated campaigns Add data to client profiles
Personalize content based on buying cycle Create a content library
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location: Online or onsite

Enroll me

Lead Gen

Generating qualified leads is your everyday challenge?

Use efficient web strategies to acquire new leads and increase your conversion rate.

LEAD GENERATION – Training outline
Develop landing pages Create intelligent business workflows
Acquire and update contacts Get client feedback
Add interactive options to forms Find the best acquisition sources

Duration: 2.5h
Location: Online or onsite

Enroll me

Admin

You are responsible for implementation?

This training course will teach you how to configure the platform, manage users and synchronize data.

ADMIN – Training outline
Get started with Dialog Insight Personalize user experience
Configure emails, SMS and push notifications Manage client data
Develop distributed marketing Optimize email delivery
Define access and security rules Add data to client profiles
Synchronize systems  

Duration: 2.5h
Location: Online or onsite

Enroll me