Happy Wednesday and welcome to Part 2 of our “Creating Value from Reporting Data” series! Part 1 was written last week and focuses on the all-important opener data. This week’s post takes things a step further and focuses on using click data to optimize your campaigns and improve your results. Let’s get started!
Click Through Rate (CTR)-
CTR is one of the best metrics for measuring subscriber engagement. A high level of engagement from your subscribers will make it more likely that you convert subscribers to customers. Engagement is also becoming a major component of how spam filters score your campaigns. Google’s Priority Inbox and other ISPs are increasingly basing inbox delivery on how your subscribers interact with your messages.
Try: Take an in depth look at the CTR for your last 5 email campaigns. What do the best campaigns have in common? Try sending a few campaigns that contain a catchy introductory paragraph linking back to a full blog post or article on your website and use reporting to see how your subscribers respond.
Links Clicked
For email campaigns with multiple calls to action, looking at how often links were clicked can give you some valuable feedback. Take note of the offers and calls to action that are most successful and use them when creating new campaigns.
Try: Certain offers and calls to action work better than others. Go through your reporting data from past campaigns and see which ones have worked best for you. Include similarly structured offers and send them to the subscribers that have clicked in the past.
Tip: Remember that everybody responds differently to calls to action. Some people like to click images; others click links like this embedded in the content of your emails. Know your subscribers and what they respond to by going through your reporting data.
Click data can give you some valuable insight into the quality and format of your content and your level of subscriber engagement. Make sure you are utilizing the data you have available and learning from past campaigns. It’s worth it!
Happy Emailing!
Kevin
Filed under: Email Marketing Tips, Reporting, Techy Stuff
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[...] Email Marketing Tip #32: Creating Value from Reporting Data (Part 2) The second installment about how to extract more value from your reporting info, this time focusing on your click rates. [...]
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