Companies of all sizes, industries and geographies have adopted email marketing as a way to help engage and update their subscribers—with the end goal of increasing sales and customer loyalty.
While MailChimp, Constant Contact and AWeber are deemed to be the leading Email Service Providers (ESPs), there are many long-tail SaaS companies that provide strong, if not equally good, email marketing platforms.
These email marketing platforms focus on email deliverability and subscriber management, with tools that help marketers easily create beautiful emails.
What’s missing from all these platforms is Email Marketing Analytics. Simply defined, Email Marketing Analytics lets marketers understand which subscribers are really engaging with their content, how they are engaging with said content, which content is more interesting or relevant, and who’s further down the sales funnel based on analytics that show what content is being viewed and for how long.
Absent these email marketing statistics, marketers are missing significant insight into what happens to the email once the sent button is hit. As such, Email Marketing Analytics should be a part of every email marketing campaign.
Here are 6 reasons why Email Marketing Analytics should be a part of every email marketing campaign.
Reason #1: Open & Close Rates are Not Enough
In the world of big data, email marketing delivers only a little bit of data. After the email campaign is executed, marketers get a simple report on the Open Rate, Click Rate, and Unsubscribe Rate. It’s nearly impossible to assess whether this email campaign was a success or failure based on these statistics.
Here’s a sample screenshot of email marketing statistics from MailChimp:
Often times an email open does not necessarily translate to an email read. This is due to accidental opens when we are simply moving too fast or open and immediately delete when we realized it is an email we don’t want to read.
Moreover, the Click Rate, considered by many to be a key email marketing metric, can also be misleading. On mobile, studies have shown that nearly 60% of banner clicks are accidents. So, if we’re banking our email marketing success on this one statistic, we might as well flip a coin.
Reason #2: Know Who’s Really Engaged with Email Marketing Analytics
Engagement is the fuel that yields increased sales and customer loyalty when it comes to email campaigns so knowing who is really engaged is really important.
ESPs such as MailChimp, Constant Contact and AWeber only tell us who clicked on the link, not how much time was spent on our site.
With Email Marketing Analytics, however, we’ll be able to see who spent time not just on the initial click, but throughout the website.
Now, all of a sudden, our email marketing metrics are not just one-dimensional, but multi-dimensional. We’ll know who is really interested in our content, down to the number of seconds he spent on each webpage.
Here’s a sample screenshot of Email Marketing Analytics in action.
Reason #3: See Time on File with Email Marketing Analytics
Most email campaigns have a call to action that leads to a webpage. But some marketers, particularly those in B2B industries, desire to send out an attachment, such as a whitepaper, a sales deck or a PDF attendee list.
With Email Marketing Analytics, we’ll see detailed statistics on the amount of time subscribers spend on the file—down to the number of seconds per page.
Also, subscribers have the added benefit of viewing the files in a web browser, without the need to download the file. This greatly increases the engagement rate and view duration of the file.
These metrics provide great insight for the marketing team. For example, after investing 100 hours on a whitepaper, we may realize that while many subscribers clicked on the file, only a few have actually viewed the file for more than 20 seconds.
Reason #4: Know Which Content is More Engaging
Getting metrics about a particular campaign is certainly valuable in and of itself.
We can gain greater insight though by comparing one campaign against another. For example, we may learn that our recipients engaged much more with the sales deck than the whitepaper. Or, we may see that one email campaign may yield greater click-throughs but much less time on site compared with all the other campaigns.
Understanding these metrics will help us tailor our content to better suit our audience segments.
As systems such as MailChimp and AWeber offer A/B testing capabilities, we can optimize our campaigns with these engagement statistics.
Reason #5: See Who’s Further Down the Sales Funnel
Understanding broad metrics helps guide our campaign execution, but at the end of the day, our Sales Reps need specific leads.
Email Marketing Analytics offers this capability. We can drill down into specific subscribers to see how they are engaging with a specific piece of content. Some statistics include:
- Day and time of engagement
- Filename or webpage
- Total view time
- Time spent per page
- Device used—desktop or PC
- City and state of engagement
So, if a subscriber landed on the Product webpage and then ventured on to the Pricing page, we can easily see this and turn this lead over to Sales to follow-up. Now, the Sales Rep has more than just a name and email to follow-up on; she knows specifically how and how much this contact engaged with our content.
Moreover, data from Email Marketing Analytics can be exported into our CRM system and used for Sales Funnel Analysis.
Reason #6: Easy to Include Email Marketing Analytics
The benefits of Email Marketing Analytics are clear. Now, the question is how difficult it is to implement.
Thankfully, PointFast, a leading Email Marketing Analytics solution, make this extremely easy. The software runs on top of MailChimp, AWeber, and other ESPs so there’s no need to migrate our subscriber list or change our workflow.
So with all the value here, there’s no reason why we should flight any campaign without Email Marketing Analytics. After all, we’ve invested so much into making our email campaigns just perfect, why not get the insights we need to further drive sales and increase customer loyalty?
What other reasons come to your mind for using Email Marketing Analytics? We’d love to continue the discussion.
Also published on Medium.