Technology

What KPIs Should Your Business Assess in Your Email Campaigns?

When it comes to setting aside a marketing budget for your business, a few questions come to your mind.

What could that budget  achieve for you in return? Would it get you more customers? Would it raise more awareness about your brand? Or would it just tell new customers about the existence of your company?

Choosing which of these factors are important for your business not only depends on your discretion, but also on reviewing the current market trends and how they are affecting the overall assessment profiles of other businesses in the industry.

Thanks to this day and age of digital marketing, these assessment profiles have transcended from conventional billboards and television commercials to online ads and email marketing campaigns, with the latter segment providing you with a much more accurate analysis of how your target market is reacting to your offerings.

This allows you to have streamlined, accurate data on which you can base your market profiling, and determine just how your marketing budget is doing in terms of achieving your required goals.

However, while these factors could be accurate, you need to look at them from a certain perspective in order to segment their provided data in an optimal manner.

In order to learn more about this, let’s see how other businesses are segmenting their email marketing campaign results, so you could take a leaf out of their book in order to act with maximum efficiency.

Conversion is the Topmost Objective for Most Companies

According to popular email marketing platform Campaign Monitor, the number one objective of businesses running email marketing campaigns is to increase their conversions.

Click-through rates and actual site or landing page visits come a close second, while lists growth, which is the objective of acquiring more leads, comes third on the list.

But Click-throughs Take the Cake as the Number One Performance Metric

This is an interesting finding. While conversions are pegged as businesses’ prime objective for their email marketing campaigns, the most useful performance metric during assessment actually seems to be click-through rates, with 57% of businesses choosing it as one of the most useful aspect of assessment.

List growth comes second with 49%, while conversions come a close third with 47%. ROI seems to come in last with 35% businesses choosing it as a performance metric.

Most Effective Email Strategies are Through Personalization

In the current approach of personable brand awareness through social media sites such as Twitter, it is no wonder that personalization seems to be the most effective email strategy with 57% businesses choosing it as one of their answers.

List segmentation, which breaks down information into different sections for it to be “digested” properly, comes at 37%; while automated campaigns trails behind at 34%.

Testing and optimization unsurprisingly takes fourth place at 30%, but the most unconventional entry is about responsive design at 29%, which goes on to show that no matter how visually pleasing your email campaign is, if it does not have substance and powerhouse content, then it would not do you much good in the long run.

Email Campaigns Are Successful for Those Business Who Run Them With These Metrics

It was also noted that a whopping 87% of businesses thought that email marketing performance is increasing in the segment with the current advancements.

Whereas, while 42% businesses mentioned that their email marketing campaign was “very successful”, it was only “somewhat successful” for 47% other companies.

These findings denote to the fact that while email campaigns are a successful form of marketing, a close approach needs to be maintained over them in terms of personalization, assessment and conversion performance, so that you could get the most out of an email marketing campaign each time you run it.

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