After you start sending your email campaigns at a regular basis, you’ll surely want know if your email marketing efforts are working or not, how you can experiment and improve your performance, won’t you? In this chapter we’ll talk about what parameters you should measure, describe email campaign tracking methods and give the tips for improving your campaign performance.
When you send large e-mail campaigns to your customers, you actually have a basic feedback about your campaign provided by your e-mail sending program: how many emails were sent and how many were not delivered. But you don’t know what happened to your email after it was delivered to the recipient. So, you cannot tell for sure whether your e-mail campaign was successful or failed.
Have you ever wondered:
- how many people opened your email,
- how many people clicked on your links,
- when all of the above took place?
To estimate the success of your email marketing campaign, consider tracking the parameters such as open rate, click-through rate, unsubscribe rate, email bounces, website traffic, and new signups.