How to evaluate and improve the effectiveness of email newsletters: a study

To assess the effectiveness of SMM campaigns, you can follow the dynamics of objective metrics, for example, the number of subscribers, the number of I like and comments. To evaluate the effectiveness of search marketing, you can open Yandex.Metrica and look at the dynamics of attendance, bounce rate and other metrics. How to evaluate the effectiveness of email campaigns? In this article, you will find a list of metrics, some reference values ​​obtained during the study, and you will also learn how to improve the effectiveness of Email distribution.

The effectiveness of email marketing can be measured using basic metrics:

  • The numbers of subscribers.
  • Indicator delivered letters.
  • The rate of open letters.
  • CTR of links in letters or share of transitions from the letter to the site.
  • Conversion rate.
  • Indicator formal replies.
  • The spam tag rate.

It is clear that the conversion rate should constantly grow, and the rate of formal replies to fall. But what values ​​can be used as a reference for a successful Email campaign? This question will help you answer the results of a research company HubSpot. Researchers studied email marketing performance of 11.5 thousand organizations. The obtained data explains what a normal indicator of open letters is and what should be the conversion rate of email distribution.

See also: Email marketing: 10 great examples to follow

What content do subscribers like to receive?

Two thirds of the respondents who participated in the study claim that they like letters with photographs. However, objective measurements do not confirm this. The graph below shows that the rate of open letters decreases with the number of images attached to the letter. Pay attention to the sharp drop in the number of open letters when moving from the value of "zero attached letters" to the value of "one attached letter".

Marketing advice: Send text messages to subscribers without images or with one or two attached images.

How many letters do you need to send to subscribers?

Every marketer knows that users often unsubscribe and mark "spam", and also less often open letters if they receive too many messages from one company. However, not every specialist knows what “too many messages” means.

According to the study, the indicator of open letters and clickability of links fall if marketers send more than 30 letters per month. This is not about universal mailing for all subscribers, but about the total number of letters sent to different groups of users.

The maximum rate of open letters and CTR links is received by companies that send from 16 to 30 letters per month. In this case, these indicators reach values ​​of 32.4% and 6.5%, respectively.

Marketing advice: send subscribers a few emails per week. The optimal number of messages depends on the scope of your activity, the nature of the messages, and the characteristics of the audience.

See also: Choosing the best email-service: review and comparison of the 17 most popular companies on the market

What format of letters do users prefer?

Almost two thirds of users prefer to receive emails in HTML format. Only 36% want to receive messages in the form of text with images attached to it.

Please note that every third user wants to receive letters in plain text format. These preferences are often associated with security considerations and traffic savings.

Marketing advice: When setting up a mailing list, ensure that users can view text versions of messages.

How does the rate of open letters and CTR vary by market segment

Companies operating in the B2C segment, achieve a higher rate of open letters. It makes from 30 to 35% depending on the number of sent messages per month.

Companies operating in the B2B segment can boast a higher click-through rate of links in letters. It reaches 6% if the company sends 16 to 30 emails per month. Pay attention to the pronounced dependence of CTR on the number of sent messages.

Marketing advice: If you work in the B2C segment, pay attention to CTR emails. If you are sending letters to corporate clients, consider how you can increase the rate of open letters.

See also: What is autoresponder and why is it needed? Detailed guide with vivid examples

How users react to unwanted emails

The worst unsolicited email response for marketers is the “spam” tag. According to HubSpot, almost half of respondents respond to commercial messages in this way. However, most often users delete the message in the basket or unsubscribe from the newsletter.

Marketing advice: Include the "Unsubscribe" option in the email template. So you can reduce the number of marks "Spam".

More than half of users aged 18 to 60 use separate mail for subscriptions.

The number of subscribers cannot be considered a reliable metric of the effectiveness of email mailings. Researchers found that more than half of users use spam boxes for subscriptions to commercial mailings. The share of such subscribers falls below 50% only in the age group over 60 years. Please note, men use separate email addresses to receive mailings much more often than women.

Marketing advice: motivate users to sign up for the main email inbox. For example, offer audience discounts, entertainment content, hold prize draws.

Users read letters from the screens of mobile gadgets

Representatives of the age group from 18 to 44 often read emails from the screens of smartphones and tablets. Representatives of the category over 45 still read letters on the desktop screen.

Marketing advice: Adapt letters to read from a mobile screen.

See also: 8 creative ways to return unsubscribers

Commercial letters work better on Saturday and Sunday

Users more often follow links in commercial letters that are received on Saturday and Sunday. Monday and Tuesday the CTR remains the lowest.

Please note that users do not always open emails on the day they are sent. The index of open letters reaches its maximum value 310 hours after mailing. In this case, half of the views occur in the first day after posting. Then the indicator slowly grows to 80%.

Marketing advice: send part of the letters on the weekend, and part in the second half of the week.

What is the optimal length of letters

Users most often click on links when they receive letters with text from 300 to 500 characters in length. CTR of letters reliably decreases with increasing length of the text. This means that users do not want to read long messages.

Please note that subscribers follow links more often if the length of the email subject does not exceed 30 characters. With an increase in the length of the topic, the CTR of letters is significantly and significantly reduced.

Users more often open letters that have two words in the "From" field. Therefore, try to send letters on behalf of the real employee, indicating his name and surname, and not on behalf of the company. Personalize letters: messages with the recipient's name provide a CTR of 7%, while the CTR of impersonal letters does not reach 6%.

Marketing advice: write short letters and encourage users to go to the site.

Read also: The most underrated email marketing strategy is subscriber base segmentation

What words affect the effectiveness of letters

The researchers found that the words "thank you" (thank) and "download" (download) in the subject line reliably increase the CTR. The word "free" (free) in the subject does not affect the delivery rate of letters. This destroys the common myth about automatic filters that send emails with the word "free" to spam. The exclamation mark and dollar sign also do not affect the rate of delivered letters.

Please note that the rate of open letters when using the word "free" in the subject line of the message drops significantly. Users believe the stereotype and consider free offers a hoax. Also, users are less likely to open letters in the subject of which words are used that emphasize urgency. An exception can be considered the word "tomorrow" (tomorrow). It increases the rate of open letters.

Please note that messages without a topic show a higher rate of open letters than messages with a topic. The difference can be called insignificant, but it exceeds the statistical error.

The characters "Fw:", which are often used by spammers, reduce the rate of open letters by 10%.

Marketing advice: experiment with words attractors in the subject line. Thank users, offer something to download or download.

Evaluate the effectiveness of email campaigns ...

... on the dynamics of key metrics, and also compare your performance with the data from the HubSpot study. To improve the efficiency of mailing, adapt letters to read using mobile gadgets. Send letters in the second half of the week or on the weekend. Send to subscribers from 16 to 30 letters per month.

Watch the video: Improve the Effectiveness of Your Outbound Email Marketing - Justin Brun & Ben Koller (April 2020).


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