A web marketing strategy can't do without the creation of email campaigns. But the statistical return must be satisfactory! Observing your messages' open rate, average click rate, unsubscribe rate... is the best way to fine-tune the content of your e-mails. You can quickly rectify the situation if the open rate isn't between 15 and 25%, if the click rate is low, or if many contacts unsubscribe.
Why run an email campaign?
You've built up a database with the e-mail addresses your prospects have given you when they signed up for your newsletter or obtained a bonus. Now you need to tap into this pool to maintain contact, promote your new products or services, propose promotional offers...
To do this, you can't just rely on a one-off campaign, but must turn to software that gives you the ability to launch automated email campaigns and quality statistical feedback.
It's not enough to launch an email campaign: your messages must reach their destination, be opened and the reader must take action. By using software designed for these campaigns, you'll quickly get information on the response to your mailings. This data is very important for two reasons. Firstly, it enables you to check that the content of your e-mail is in line with the expectations of your prospects or customers. Secondly, it revitalizes dormant contacts, showing them that you're still there, and rekindling interest in your offer.
What are the return indicators to track?
Several indicators can provide useful data for your marketing strategy.
Deliverability rate
This rate will enable you to check that:
- Your contacts are of good quality, i.e. the e-mail addresses in your database are still valid. If the deliverability rate is below 98%, it's time to clean up your lists.
- Your e-mails are not considered spam. Today, many ISPs protect their customers from having their mailboxes invaded by advertising messages. So, to prevent this from happening, only send e-mails to contacts who have agreed to receive them, and don't forget to include an unsubscribe link.
Opening rate
It largely depends on the title of your message, the sender's name and the quality of its content. Some Internet users no longer open e-mails that don't provide them with relevant information, without unsubscribing.
Reactivity rate
While it's vital that your contacts take note of your e-mails, the most important thing is that they take the time to read them and click on the link(s) in the body of the message. While the open rate is directly correlated with the text in the subject line, the reactivity rate depends essentially on the interest of your message's content.
Click-through rate
To judge the relevance of anemail campaign, the most telling parameter is the number of "clickers", i.e. the number of contacts who at least clicked on a link in your message.
Churn rate
It shows you the number of contacts who, after receiving your message, used the unsubscribe link. This rate should, of course, be as low as possible.
How to choose the right email marketing software for your business
Determine the type of email you want to send
Some e-mails are used to send newsletters, while others are reserved for prospecting, customer loyalty... Finally, some are transactional, i.e. they are sent when a customer account is opened, after an order is placed, on the day of shipment...
For most emailing campaigns, all software packages are capable of satisfying your needs, as they generally offer :
- different email templates
- a design assistant
- designs that adapt to various platforms (Facebook, LinkedIn, Instagram...)
- creation of email campaigns with automated triggers
- the ability to experiment with different types of campaigns using A/B testing tools...
- statistics on deliverability, opening and click rates...
On the other hand, if you intend to send transactional e-mails, you need to choose software that integrates seamlessly with your website or e-commerce solution.
Take stock of the number of contacts and frequency of your email campaigns
When you're just starting out, your contact list is often quite small, so it's best to opt for the free plans or trial periods offered by most email marketing software suppliers. This will give you time to test the possibilities available to you, and you can then decide whether to continue with the software or switch.