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Email Analysis and how to track everything
Your eimail analysis are golden mine of insight and unimproved possibilities. Except the number of your subscribers, that you have and receive per day, you must take a closer look to :
- Open rate- The percent rate of subscribers, which will open your last emails, sometimes is shown like total rate of all your open emails.
- Dropping out rate - The percent rate of emails, which are not send to clien's mailboxes. It happens or for technical problem or inactive subscriber.
- Clickthrough - The percent rate of your subscribers, who clicks on your link in your last email or for all, depending on which clickthrough you are looking in email marketing services.
- Logout frequency - The percent rate of subscribers, who..... are unsubscribed of your Email list from your last email or unsubscribed for all, depending how it's calculated
it's not a good idea to be obsessed with comparisons between your and other companies (rather concentrate in comparisons between your emails and always try to make them better). It will be good to use some skill, with which you can see the open rates and clickthroughs, which are used from the other emails marketers.
To understand exactly what I mean, see the table below :
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While is a tradition to focus on optimizing open rates in email marketing space, in the end of the day your emails tries to make your client to do something. So let your priority be the clickthrougs like indicator of improvement.
it doesn't matter if it's a question about visitations in your online shop, for buying a product, follow you in Twitter or to read the newest posts in the blog. You focus must be concetrated on these, who will open your emails, so you will receive more clicks.
Most email marketing services are very good in submitting a wide base and analysis in the box. If you need help finding the base, we'll tallk about it in this head.
Finding optimal roads for sending messages
Though there's no lack of datas for the best working days or weather per day, for sending email to your list - they don't offer a recipe, but only good start.
Like every industry is different and every email list too. You must make some experiments with different working hours for the day and different dates, so you will understand when you have the best results. It's best to do this now, when you are beginner, because you can take the risk. Do split tests (A/B) to see at what time is the biggest clickthrough, which we will see in chapter11.
it's a good way to track the optimal emails, when the purchases are the most. So you will have an idea for the online habits of your clients. it's best to track this information through Google Analysis for e-commerce. We'll talk about this more in chapter10. If your clients made a purchase from your site afternoon, this time will be best suited for sending your emails, because the subscribers will be online yet and will see your message, when they received it.
Other thing you must think about, is that most email marketing services, like GetResponse and MailChump has "timewarp" function. This let sending email to every time zone you subscribers are. If you want to send a message in 10:00 o'clock in the morning in wednesday, it will be send in 10:00 o'clock in the morning in the time zone of your subscriber. Par exaple, if you have a subscriber in Sofia and in London, both will receive their email in 10:00 o'clock in the morning in wednesday.
Track everything
You must have Google Analysis installed on your computer. After you set up Google Analysis, first thing you must do is to see how good your email marketing campaigns are performed, using UTM parameteres. Fot those of you, who don't know what is UTM -Urchin Tracking Module. I.e. it helps to Google tracking specific links, so it will gives you better idea how the users reach your content.
To do this, you must have a thankful page or login page, where your visitors will be redirected for subscribing in your list with your Google Analysis code, placed in it.
In Reports section, go to Conversions, Goals and Overview.
You will be asked to "Set goals". Click on it and then press the button "+ new goal", to create your first goal.
Selfmaking goals is very easy. Set name of your goal, try with "Subscribtion for email list", let "Goal slot" by default, and in Type choose location. Go to next step.
From here, under the "Details for this purpose" , you must place information only in the field "Destination". This will be the URL address of your thankful page or redirected login page. That's not the full URL address. Sо, if at your thankful page the URL address is :my-dox.com/thankyou/ fill in only /thankyou/ in the field. Anything else can be set by default. The transfered value or allowed "funnel" is not needed for tracking this subscribed for your email list.
That is! You can track yet your subscribtions for your email list. To keep an eye on this how good your campaign is made, check the table - Reports in Google Analysis and look under Conversions and Goals in the menu top left.