How to Analyze Email Results
For each email campaign, you should carefully analyze the results you get before starting a new campaign or proceeding to the next step of the existing one. It is important to compare the results you get to average results and see if you are doing fine or if you should think about ways to improve your emails.
Please note that it is quite common that those who start email marketing overestimate it results. They expect almost about half of recipients to somehow act on their emails. In reality, however, the studies show that recipients tend to open less than 20% of great emails sent to well targeted groups. The general rule of thumb is that if your recipients open about 10-20% of sent emails and click links in about 10-20% of those, then you are right on track. If your statistics is much lower than that, you should think about improving the email quality or/and building a better target group.
Where to find email statistics?
You can find the main statistics summary chart for all emails your company sent on the Emails->Statistics page . (In addition, there are separate charts for customers on the Contacts->Customer Statistics page, and for prospects on the Contac ts->Prospect Statistics page.)
The Summary chart visually shows how many people opened or clicked an email from you compared to how many emails you sent:
The chart contains the following data:
- Emails - how many emails sent using the Emails tool.
- Opens - how many emails were opened.
- Clicks - how many emails in which recipients clicked a link.
You can hover the mouse over any month to see the statistics for this month only. For example, on the image you can see how many email have been sent in February 2018, with about 13% of those opened, and about 1% clicked.
Below the chart there is a configurable statistics pane showing data for emails sent in a specified period and then below there is statistics for individual emails which you can further drill down to see all the available metrics.
For more information about email statistics and its many metrics please refer to the Email Statistics chapter.
Tips for better email results
You can find a lot of material on the Internet about how to create a good marketing email which will end up in target users' mailboxes and eventually gets opened and clicked. That is why we will not go into detail but will give you some tips you can start from and which we ourselves found working. These tips assume that the email has already passed all the SPAM filters and is visible in the recipient mailbox. (To make sure the email is not filtered out by spam filters you should keep the spam score as low as possible when testing your email.) Please also read our tips for email marketing and a blog post about how to succeed in email marketing.
- Subject line. This is what email recipients read first and then decide if to open this specific email. Personalizing email subjects with a recipient's first and last name usually works very well.
"From" should be recognizable name or company name.
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