Over the past few weeks, we’ve seen client marketing strategies shift heavily to interactive channels, with email marketing being a campaign heavy hitter.
The perennial challenge with email is to ensure your message is front and center. At Fixation, we collaborate with clients to adapt messaging, calls to action and other information to ensure their emails cut through the noise and inspire action with recipients. To that end, we’re adding new design elements and employing better subject lines, as well.
There are numerous tools and strategies to get that open rate surging. But once you’ve used them, how do you know what you’re doing is working?
Here are Fixation’s five favorite stats for tracking the effectiveness of our strategy and determining the next move.
Defined as the total number of opens divided by the total delivered emails, this metric can help you determine what subject lines resonate most with your customers and what content they find most relevant. If your open rate needs a boost, this is a great opportunity to try A/B testing subject lines. You can add personalization or lead with an incentive. (More to come on optimizing your subject lines in a future post!)
Click-to-Open Rate (CTOR)
This is the total number of clicks divided by the total number of opens. With CTOR, you can learn how engaged your audience is. What percentage is taking action? To improve a click-to-open rate, make sure the content of your email follows through on the subject line and that subscribers can easily spot your call to action.
Include a “forward to a friend” option in your emails to further measure engagement. Forwarding activity can also help identify high-performing content or a loyal subset of your subscribers. Consider rewarding subscribers who forward your emails by creating a loyalty program or sending a unique offer.
Device and Email Client Usage
Understand what devices and email clients your subscribers are using to open your emails. This will help ensure your emails not only look great but function well. You may find that you have a higher number of mobile opens than in past campaigns. Customize your design and development process to fit your subscribers’ preferences and provide a more effective inbox experience.
If you are seeing a higher number of unsubscribes than usual, your message may no longer be relevant to all the subscribers on your list. This is a great opportunity to segment your list and create target messages for smaller groups. The more your subscribers feel like you are speaking directly to them, the more likely they are to engage and convert.
What new subscriber behaviors do you think you’ll see in your next email campaign? Let us know if we can help you uncover them!