Accurate and detailed statistics on email campaign performance is among the benefits of email marketing. However, there are many misconceptions concerning email tracking that pervade the industry. It’s crucial that gmail email tracking ip address understand their email statistics properly before you make key decisions or evaluating their email campaign’s performance.
To help you navigate at night waters of email metrics, I’d prefer to explore 3 of the very common misconceptions in interpretation email tracking results:
1. Email with higher open and click on-through rates wins
Email marketers often make use of a technique that implies segmenting the e-mail list and sending different versions of the same email to every segment. Such split tests help compare the potency of different subject lines, creative approaches, offers, etc. During the next campaign marketers often send the version which had either the best open or click-through rate (or both) believing this version is more effective. However, the true would be that the email that resulted in a higher open or click-through rate may not be the version that creates the best results. In some cases the e-mail using a lower click-through rate can result in a higher number of transactions as it was of greater interest but to fewer people.
Well, how could you make sure that your statistics aren’t misleading you? As well as measuring open and click-through rates, it is crucial that you track the number of people performed the particular actions on your website: subscribed to your newsletter, downloaded a totally free trial, or created a purchase. You can track these transactions by making use of website tracking, which implies inserting a unique code on each web page you would like to track.
2. All subscribers opened my email
Open rates are tracked with the use of a transparent one pixel gif image hosted on the server and inserted in to a HTML message much like usual images. Any action on the recipients’ part leading for the image load is counted as being an open. But this metric may not be accurate if:
the recipient prefers receiving plain text messages;
the recipient open a HTML email in a non-HTML compatible email client;
the recipient’s email client doesn’t load the images automatically;
the recipient opens the e-mail offline after download.
Consequently each of the above “email opens” is definitely not counted inside the stats.
The open rate is generally described as “percentage of unique email opens through the total of emails delivered”. People can open the same email several times, and some companies measure open rates based on total opens as opposed to unique opens that brings about overstated open rates. Some marketers equate the “email opens” to the “email reads” that might not be true whatsoever.
It is crucial that you clearly define how you will appraise the email open rate for your company, then consistently work at improving it (from 40% to 50%, for example) without having to pay attention oghzpp someone else’s 80%.
3. Email is a lot more responsive than postal mail – In postal mail, the response rate is the percent of people who responded by calling, registering on a website, going to a store, etc.
In e-mail marketing, the metric “conversion rate” is normally used since the “response” rate. The conversion rate is identified as actions taken being a amount of unique click-throughs. For any commercial message, a message campaign with all the conversion rate .25% – .50% is pretty good. So, actually the email “response” rates often will not be more than postal mail. But because creating and distributing email messages cost significantly cheaper, e-mail marketing generally brings a lot higher return on investment. However, it’s the mixture of both postal and email marketing which produces the greatest results.
As being an email marketer, avoid measuring your email campaign performance from the “industry average” and attempt to make critical campaign decisions based on facts, not assumptions.