Understanding conversion (success) rates of email marketing programs

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Most email marketing programs use similar measures to compare the results of their advertising campaigns. Thus, companies measure the success of an advertising message based on the response levels (newsletter, strictly promotional email).

The opening rate

The opening rate is usually an indicator placed in the email client which identifies and records email marketing responses. This process usually involves a small invisible image that is included in the content of an HTML email.

When this image is called to the server, a counter is incremented by one. If the sender sends 300 emails and the number of downloads saved on the server of the website is 150, the opening rate is 50%. For marquetry, this means that its mailing list got a rate of 50% visibility.

Interest in the email sent is measured in time according to the opening rate. A good marquetry closely follows these results to ascertain whether the email it sends to its subscribers still meets their needs and tastes or if there is room for improvement.

Currently, 47% of U.S. email marketers use the opening as a measure of success of their campaigns.

The click-through rate (CTR)

This reflects the success rate of messages. A message can be presented only in an email, for example if it is an exclusive offer for members of an exclusive club.

In this case, it is generally considered the number of clicks as a parameter for the success of the email campaign. The number of clicks obtained indicates whether the email recipient is interested in promoting it is presented.

The CTR is the ratio obtained between the number of clicks and the number of emails. In the previous example, 150 emails opened, there were 40 clicks recorded. CTR is therefore 40/150 or 26.6%.

There may be multiple posts in a single email. The marquetry will be interested in understanding what features among all those proposed had the most impact. Identifying each link included in the same email helps understand which messages was best received by email marketing program recipients.

Conversion rates

This is crucial information when the company sends an e-mail. Unfortunately much like quicksilver, it seems that this information is difficult to grasp.

Recipients often navigate randomly and, although some tools exist to track the movement of a client, it is sometimes difficult to ensure that the actual purchase of a good or service is the direct result of an email communication.

However, when this information is available, it reflects all effective communication. To measure the conversion rate, the marketers by emails often use a calculation of the ratio of sales / number of clicks.

It is implied that it is difficult to make a sale through the read-only e-mail because it is the offer itself that determines the action of the prospect or client. Assuming that in our example 10 sales were made, the conversion rate would be 10/40 or 25% .

This type of ratio is very interesting because it allows comparison of the efficacy of an offer on the web compared to reaching the customer via a email.

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