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Monday, 04 February 2013 10:08

Understand email marketing metrics to get results, advices expert

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Monitoring email marketing metrics is one of the most effective ways to measure the success of a campaign but some of this data is more valuable than others.

That's the advice handed out by email marketing expert Megan Webb-Morgan, writing for resourcenation.com, who believes it is important to understand which data matters and which doesn't.

Email marketers need to pay attention to the click-through rate, the conversion rate and the 'used in conjunction', writes Webb-Morgan.

"Because actions like clicking indicate engagement, the click-through rate is an accurate metric for showing how relevant or compelling your messages are. By integrating your email platform with your website analytics, you can follow these clicks all the way through to a conversion," she said.

Impactbnd.com also highlights the importance of the click-through rate as it tell marketers want their consumers want from emails in the future.

The conversion rate is another way to track how compelling a business is making its messaging. It tracks the proportion of an audience that clicked a link in the email and then completed a desired task, such as filling out a form or purchasing a product.

The used in conjunction rates can also measure the effectiveness of your link's landing page.

"If you are getting a lot of clicks but not a lot of conversion, the problem may be in your landing page, not your email content," she adds.

Sharing and forwarding, along with hard and soft bounces, are also crucial to a campaigns overall success. The forwarding rate analyses how effective the content is while the bounce rate is the proportion of emails that never make it into a customers' email inbox.