Email Marketing Reports: Analysing Statistical Data For Better Email Marketing Campaigns

Posted by Karl Foxley in Blog, Coaching, Email Marketing

When you have a business website one of the first things you’ll want to know is how well you website is performing. Statistical data such as visitor count, bounce rates, how your website is found (referral links) etc, will help you constantly tweak your website until you are happy with it’s performance. You can use Google Analytics for website visitor tracking (free).

The same analysis is often overlooked when it comes to our email marketing efforts. Analysis is easy if you are using an email service provider that includes statistical data as a standard feature collected in easy to read email marketing reports.

Why is this important?

Having statistical data to hand is important for testing and measuring your email campaigns for a vast range of reasons but here are just a few of the most important. The first thing you’ll want to know is your open rates. Knowing your open rates is an ideal way of testing the effectiveness of your email subject lines. Sending out small test emails to a small portion of your email subscriber database will allow you to see which email (with different subject lines) grabbed your subscribers attention and got them to open your email.

The next important tracking feature you’ll want to analyse is the click-through rates. Let’s say you’ve picked a winning subject line using the data you received from tracking your open rates, you’ll also want to test how successful your email copy is at getting people to click-through to your website (or affiliate website). Again, test this with a small portion of your email subscriber database and use the data to merge your successful subject line with your successful body text (copy). Now send your winning email to your entire database.

The following services provide tracking and statistical data so be sure to use one of these to handle your campaign

• AWeber
• Constant Contact
• iContact
• Get Response
• Stream Send

The email service providers (ESP) above all provide the tracking and statistical data you’ll ever need. Another great feature is the automatic removal of people who opt-out of your email lists and also those email addresses that bounce your email (undelivered email due to bad email addresses).

Another very important tracking feature is the ‘spam complaints’ feature. People may report your email as spam for using misleading subject lines. Be sure to always make your email body text match your email subject line, this way your subscribers’ expectations are met and that they trust your emails to deliver a consistent message; this will also save your subscriber database by decreasing opt-outs.

There are many more features that you will want to get familiar with but be sure to take the time to test one of the services above and find the solution that best fits your business.

To your success,

Karl Foxley

P.s. The email service providers above offer free trial periods so you’ll be able to test drive all the features before you decide which company you will go with.

Here are the links again: AWeber, Constant Contact, iContact, Get Response, and Stream Send.

*Screenshot above shows AWeber’s advanced tracking features.

About Karl Foxley

Karl Foxley has written 127 post(s) for FMS SEO.

Karl Foxley is an SEO Consultant, Internet Marketer, Small Business Advisor and Co-Founder of FMS SEO. Karl seeks to make SEO and Internet Marketing jargon free for the every day user.

• View all posts by Karl Foxley →
• Blog