.png)
Despite the fact that email is already 52 years old, it is still one of the most powerful means of reaching your target group.
A good email can capture the attention of (potential) customers and make your business shine amidst the competition.
But for this to happen, they have to be used correctly. That's why it's crucial to understand the effectiveness of your mailings. In this blog, we take you into the art of measuring and optimizing.
Measuring = knowing
You've got your goals, your audience (s), and your content ready, and you've sent your emails out into the world. But then the most important thing is actually yet to come: analysing the results.
Why is that so important and how do you actually do it?
Measuring your effectiveness gives you a glimpse into the brain of your target group and reveals their behavior. This allows you to better tailor your next mailing to your target group, which increases its effectiveness. Because, let's face it, no one wants to send boring emails that disappear into the digital world.
Smarter measurement therefore also means acting smarter.
CTO (opening rate) - your first impression counts
Let's start with a simple metric: your email's open rate. This is also known as “click-to-open” or CTO for short.
This is the ratio between the number of people who received your email and the number of people who actually clicked open your email to read it. So this allows you to quickly see how “attractive” your email is.
According to the latest reports, the average CTO is around 10% today. With a good email, you're between 20% and 30% CTO.
If your opening rate is lower than what's optimal for your business, you may need to pay more attention to your subject lines, shipping times, and the content of your emails.
Without a doubt, optimizing for CTO is very important so that your email does not disappear unopened to the digital bin!
📝 Tips for better CTOs
- Write a catchy and clear subject line that draws attention and makes you curious.
- Personalize your email with the recipient's name or other details.
- Segment your contact lists based on demographic or behavioral characteristics so you can send more relevant emails.
- Test different subject lines, senders, and times to see what works best.
CTR (click rate) - do you ensure action?
Another important metric is the click rate, or the Click Through Rate (CTR). This is the percentage of recipients who not only read but also click on the links in your email. It tells you how good you are at leading your audience to the desired destination, such as your website, a payment, or a purchase.
A high CTR means that your email matches the interest and needs of your recipients, and that you have a clear and compelling call to action. An average CTR also varies by industry, type of email, and target group, but in general, you can aim for a CTR of at least 3%.
📝 Tips for better CTRs
- Use a clear and eye-catching call to action that tells the recipient what to do and why.
- Add multiple links to your email so that the recipient has more options to click through.
- Make your email visually appealing with images, videos, or icons that draw attention and support what you say.
- Optimise your email for mobile devices so that the recipient can click easily.
A/B testing: experiment and learn
Want to know more about what really works for your target group? Then A/B tests are your best friend. You divide your contacts into two groups and give them each a different version of your email.
Experiment with subject lines, article order, or even the entire design. This way, you'll discover which approach works best and you can refine your mailing for optimal impact.
📝 A/B Testing Tips
- Choose one element to test at a time so you know what makes the difference.
- Divide your list into two equal groups, and send each group a different version of your email.
- Measure results based on the metric you want to improve, such as opening rate or CTR.
- Analyze the data and choose the winning version as the basis for your next email
CCM in the Cloud: smarter measurement and adjustment
And then there's the magic of Customer Communication Management (CCM) in the Cloud. Because we are also setting the bar higher and are therefore also happy to give you the most advanced insights from your mailings.
With CCM in the Cloud, you can see how your emails are delivered, how recipients respond (CTR & CTO), and even how to deal with bounced emails.
So you know whether your customer really received your invoice, check that the link to your quote is actually used, and you can send messages to your customer again, even to a different email address, if they are not opened. And if an email is bounced a number of times, you can automatically send a physical letter to ask your customer for the correct email address again.
Conclusion
Measuring the effectiveness of your emails is essential for successful business communication. Understanding what metrics matter, such as opening rate and CTR, and using techniques like A/B testing and CCM in the cloud, can help you refine your email marketing strategy and take your business to new heights.
Want to learn more about how Harmony can help you improve your email marketing? Get in touch with us today and find out how we can help you achieve your goals!
