Using Email Campaign Analytics for Killer Results

Using Email Campaign Analytics for Killer Results
May 20, 2021 by Team Clickback
Using Email Campaign Analytics for Killer Results

Marketers send a lot of emails. If you’re using email lead generation, you send a lot more. And no wonder – it gets results.

But you could be getting better results by diving deeper into your analytics.

This article is going to show you how to do that – and provide some advanced tips for Clickback users, too.

Using Email Campaign Analytics for Killer Results

First, let’s talk about the most common metrics you’re going to be analyzing.

Open rate: This is, of course, the percentage of your emails that get opened. Now, this is just opens – whatever happens after they open your message doesn’t come into it here.
Clickthrough rate: The percentage of people who opened your emails and clicked a link or CTA and headed to your landing page. The number of emails you sent doesn’t matter here – it’s based on how many people opened the message.
Conversion rate: This is the percentage of people who clicked through to your landing page who converted there, likely by filling out a form.

These are the metrics that probably popped into your head when I mentioned “email campaign analytics”. Here are a couple more that are important:

Bounce rate: How many of the emails you sent bounced (hard or soft bounces). We’ll get into more detail on what bouncing means a bit later.
Inbox rate: The percentage of emails that you sent that ended up in a real inbox, rather than being unceremoniously tossed into a spam folder.

Later on, we’ll also cover advanced email campaign analytics using Clickback’s Website Visitor Intelligence™ technology.

Open Rate

Your open rate tells you a lot. You should have different expectations depending on whether you’re using opted-in or cold emailing – for more on those benchmarks, check out our article on b2b email marketing’s average open rates.

In a nutshell, opted-in email campaigns in the B2B world average around 15.1% open rate. Cold email lead generation, on the other hand, averages around 6% open rate.

You can break this down more by industry, for example, but those rates will serve as a good benchmark for quick comparison.

If your open rate is below average, there’s a couple possible causes. First of all, check your recipients, particularly for cold emailing.

If the people you’re sending emails to are the wrong audience, nothing you do will work very well at all. In the case of cold contacts, ensure you’ve sourced your contact list from a reputable data provider. If your list quality is low and full of the wrong audience, you’re shooting yourself in both feet.

If you’ve ruled out your actual recipients as the cause, that means your low open rate is on you. Yikes. Fortunately, that also means it’s in your control and you can fix it.

The best way to do that is to take a hard look at your subject lines. Here’s a handy checklist for your subjects:

Does it have a personalization token (like first name or company name)?
Does it give a clear idea of what’s inside the email?
Is it strong enough/does it mention a pain point your audience has?
Does it feel targeted and specific?

If your subject line doesn’t hit all those points, overhaul it. In fact, if you’re having low open rate issues, overhaul your subject line anyway. No matter how good you might think it is, if it’s not working, it needs to change.

Why am I harping on about subject lines? Because they’re what gets people to open your email. Assume your contacts are busy. Too busy to read 90% of their inbox.

You need to put real work into your subject line in order to make yours part of that 10% they do open. It needs to immediately make them want to open your email.

In order to do that, it needs to convince them that the email contains a solution (or at least a path to a solution) to a pressing issue they’re facing.

Spend as much time on your subject line as you do on the rest of the message. Your open rate will thank you.

Clickthrough Rate (CTR)

Okay, you’ve got yourself a subject line that’s smashing the average open rate. That’s good news, but don’t break out the party supplies just yet.

If you get a high open rate, your next bit of analyzing should focus on clickthrough rate. If lots of people are looking at your email but nobody’s actually clicking on anything in there, you need to do more work.

Take off your party hat (for now) and look at your email content. Be critical. Be viciously critical.

Here’s the deal: you’re lucky enough that someone is taking time out of their day to read your marketing email. Make it worth their time.

Every single bit of text, every image, everything in there needs to be valuable. Strip out any fluff and get down to business.

Here are some do’s and don’ts to improve your CTR.

Don’t Do
Launch into a big list of your product’s features Concisely tell the reader what benefits they’ll get
Use obviously insincere, overly casual language Use your audience’s industry terms (properly!)
Expect people to think your product is as awesome as you do Directly address a major pain point your audience has and that your product solves

If you’ve got an email that directly addresses a problem your reader has, illustrates how you can help them solve it, and shows that you understand the industry they’re in and their needs – why wouldn’t they click?

Conversion Rate

With solid open and clickthrough rates, you’ll have plenty of eyes on your landing page. If your conversion rate is low, you still have more work to do. No party hat yet, sorry.

Conversion rate optimization is a big topic that can be summed up like this: make it as easy and frictionless as possible for your contacts to convert.

That means making your form short, obvious and clear. It should be above the fold, so it’s visible right when the page loads, and very apparent.

Use a powerful header that reinforces the message in your email campaign, and use the rest of the page space to follow that up. Give the reader more information than you had in your email – again all with the goal of making them want to convert.

This should all still be focused around that pain point you targeted in the email message. Hammer it home, and make sure they have all the information they need to convince themselves to convert.

We’ll get a bit more into CRO later when we talk about advanced analytics.

Bounce Rate

Bounces are a lot more important than some people give them credit for. A bounce is what happens when your email campaign hits an email address and can’t be delivered – i.e. bouncing off it.

There are two kinds of bounce. Soft bounces happen when there’s a temporary issue with delivering your message. One example is if the recipient’s inbox is full – you’ll get a soft bounce, since your message can’t be delivered right now, but once they clear their inbox, it’s fine.

A hard bounce is a permanent failure to deliver the email. This happens, for example, when the email address no longer exists, never existed in the first place, has a typo, and so on.

Soft bounces are okay – they’ll generally get through during automatic retries, and aren’t necessarily a reason to remove someone from your list.

Hard bounces, on the other hand, should be removed immediately. For one thing, there’s no point in sending email to an address that doesn’t exist.

If that’s not enough to make you take the time to remove hard bounces, how about this: they negatively impact your ability to get into actual inboxes.

Think of it this way: spam filters are always on the lookout for signs that you’re spamming. One of those signs is if you’re indiscriminate in who you send to. If you’re too busy or too lazy to clean out hard bounces, and you’re constantly sending to those addresses, spam filters will interpret that as you not caring who you send your email to.

And then you get penalized.

Manage your bounces well and you can avoid that issue entirely.

Inbox Rate

This is a part of the analytics that you likely don’t think about and don’t get to see. It’s also an absolutely critical success factor.

If your emails are languishing in spam folders, you’re sunk. To keep your inbox rate high, you need to follow best practices, keep your sender reputation up, and avoid spam filters.

Advanced Email Campaign Analytics with Clickback

Clickback has a built-in feature called Website Visitor Intelligence™ technology. This is the key to getting even more out of your email campaigns.

It allows you to see how your contacts engage with your website, whether or not they convert. Even if they just click through to your landing page and leave – if they come back, you’ll see that too.

This data is extremely valuable for CRO, as you can see which contacts are engaging with which pages on your site and how. But it goes further than that.

If you organize unconverted contacts into different lists based on which pages they visited, you can create nurturing campaigns specifically for them. It’s much more effective than just blindly hoping they’ll convert on the next email.

Final Thoughts

You can learn from every bit of data – so use that information to constantly test and improve your campaigns. Don’t just fire and forget your emails. Monitor their performance and use what you learn to improve the next one.

Rooting For You!

Dave Meholovitch

You’ll get to wear your party hat in no time.

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