Master Your Metrics - Unleashing The Power Of Email Marketing Analytics

Do you track any email marketing metrics? How can you use your email marketing analytics to improve your email marketing?If this is a topic you've been avoiding, the great news is that looking at metrics, understanding them, and using them to your advantage isn't as hard as it might sound. Just collect the right data, and you'll be able to spot opportunities for improvement and growth. And yes, that means more money!So let's get into it. SOME EPISODE HIGHLIGHTS: (0:19) Join our FREE Facebook group.(2:59) Why do email marketing analytics matter?(4:18) What email marketing metrics should you look at?(7:59) What can you do if your open rates are low?(11:55) The truth about your click-through rates.(13:25) How to increase your click-through rates?(20:51) What can you do when your conversion rate is low?(25:12) What can you do when your unsubscribe rate is high?(30:15) How can you use your email marketing analytics data?(32:44) Why you should always calculate your EPSPM.(35:46) Subject lines of the week.[podcast_subscribe id="7224"]Why do email marketing analytics matter? Email analytics help you figure out where the biggest levers and opportunities for your email marketing are. When you look at the right metrics, you can get more from your emails. Plus, the analytics you need to track and understand aren’t that complicated and can (mostly) be found inside your email marketing platform.You probably think that one of the biggest metrics we suggest you track is the growth of your email list. And while that’s something you should look at, other metrics will tell you whether you have a well-refined engine that’s working for you. By knowing which email campaigns are doing well, you'll find out where you have room for improvement.What email marketing metrics should you look at?Open ratesIf you find that one specific email in one of your campaigns has a zero open rate, you’ll want to look at that. As we always say, open rates aren’t reliable, as such. But they’re still a good indicator in comparison to each other.So if you see a surprisingly low open rate one day or on one specific email, you may want to investigate. Could it be the timing? Or the subject line? This matters because if no one opens an email, it means they haven’t seen the link to your offers. In other words, if no one opens your emails, you won't be able to influence your click-through rate. Click-through rateClick-through rates are shown as the percentage of people who’ve clicked on your links based on how many people you sent the email to.They used to be shown as a percentage of the people who opened the email, which isn't great and something systems have moved away from. This is because the way open rates are tracked is broken. So it’s best to look at the percentage of people who clicked on your links based on how many people you sent the emails to. Email platforms have switched to this method of tracking, so if you’ve recently seen your click-through rates drop through the floor, that’s probably why - the way they're being tracked has changed. But that's a good thing!Conversion rateAnother metric you want to track is your conversion rate. How many people took action as a result of you sending an email? When we talk about 'taking action', that could mean buying your product but also registering for a webinar, for example. It's about whatever action you're asking your subscribers to take in that email.Bounce rate and unsubscribe rateYou'll also want to track your bounce rate, which looks at how many email addresses weren't deliverable.And finally,...