How do I get analytics from my email? Email marketing data is readily available. But the sheer volume of data can be overwhelming. If you cannot track and evaluate your email data effectively, you risk data overload. At this point, you’re unlikely to transform your data into actionable insights you can use to optimize your email campaigns.
Ultimately, you need a plan to avoid email data overload. With this plan in place, you’re well-equipped to monitor email data and generate insights from it. From here, you can use your insights to make strategic email analytics decisions.
Here are five tips to help you guard against email data overload and get the most value out of your analytics.
1. Establish a Digital Marketing Strategy
Craft a digital marketing strategy that encompasses email analytics. The strategy can provide details about how you will use email marketing for newsletters, product releases, and product offers. It can also explain how you’ll use Mailmunch, HubSpot, and other email marketing tools to engage with prospects and customers.
Along with email analytics, your digital marketing strategy can include the following components:
- Content Marketing: Focuses on your use of blog posts, infographics, and other web content to inspire, motivate, and inform your target audience.
- Website: Explains how your website will be functional and simple to use and will help you convert prospects into customers.
- Pay-Per-Click Advertisements: Explores how you’ll utilize PPC ads to ensure Google and other search engines retrieve your content based on user queries.
- Search Engine Optimization (SEO): Highlights how you’ll use various SEO guidelines and tools to ensure your website content is easy to discover via search engines.
- Social Media: Encompasses your use of Facebook, Twitter, Instagram, and other social media platforms to connect with prospects and customers from around the world. This would include social media-specific efforts like brand messaging.
Your digital marketing strategy should account for various market research tools as well. Furthermore, these tools enable you to collect data via social networks, interviews, surveys, and other sources. In addition, then you can use this information to generate insights that bolster your email marketing and other elements of your digital marketing strategy.
Invest in tools you can use to track digital marketing metrics as well. These tools let you monitor and assess metrics regularly and find ways to continuously improve your digital marketing campaigns.
2. Identify Relevant Metrics
Start slow with digital marketing metrics. Otherwise, you may fall victim to data analysis paralysis, i.e. when data becomes too much to handle and you become prone to overanalyzing it.
To begin with digital marketing metrics, focus on one area. For instance, you can leverage tools to monitor the following metrics that can transform your email analytics:
- Clickthrough Rate: Represents the percentage of email respondents who clicked on one or more links within a message. You can calculate clickthrough rate by dividing the total number of unique clicks by the number of emails you sent, then multiplying this figure by 100.
- Conversion Rate: Refers to the percentage of email respondents who clicked on a link within an email and performed a desired action (filled out a lead generation form, purchased a product). To calculate conversion rate, divide the total number of people who completed a desired action from an email by the total number of emails delivered and multiply the figure by 100.
- Bounce Rate: Shows the percentage of emails that could not be delivered. You can calculate bounce rate by dividing the total number of bounced emails by the total number of emails sent and multiplying the figure by 100.
Initially, you should monitor the aforementioned email analytics and other digital marketing metrics over several weeks or months. This gives you baselines for myriad metrics. You can use these baselines to establish digital marketing goals. You can then modify your digital marketing strategy and brainstorm ways to achieve your goals within your desired time frame.
If you track your digital marketing metrics and accomplish your goals, establish new aspirations. Or, if you fall short of achieving your goals, find out what went wrong. You can revamp your goals as needed and try once again to accomplish them.
As you become more comfortable with metrics, integrate new ones into your digital marketing efforts. This can help you discover ways to bolster your email marketing and other aspects of your digital marketing. In the long run, metrics can help you optimize your digital marketing spending, too.
3. Use Tried-and-True Techniques
Resist the urge to try to reinvent the wheel relative to email analytics. Rather, utilize best practices for email marketing. These practices are backed by data and have been shown to help businesses connect with prospects and customers via email.
Tried-and-true email marketing techniques include:
- Prioritize Personalization: Use analytics to learn about who is engaging with your brand. You can track customers’ past purchases or email campaigns that previously garnered their interest. Next, you can develop personalized email campaigns that target individuals based on their prior behaviors.
- Keep Your Email Subject Lines Simple: Craft email subject lines that are clear, concise, and direct. The best subject lines are usually less than 10 characters. They can even include emojis and other special characters that can immediately attract readers’ interest.
- Track Your Email Delivery Times: Test out email deliveries at different times during the week. The ideal email delivery time varies based on your target audience, message, and other factors. If you conduct tests to assess your audience’s responses to different emails delivered at different times, you can determine the best time to send your messages.
Remain persistent as you utilize email marketing and analytics techniques. Do not expect these techniques to deliver overnight results. You must continue to evaluate and fine-tune your email marketing and analytics in conjunction with the rest of your digital marketing strategy. This ensures you can produce timely, relevant, and engaging content that hits the mark with your target audience across email and other digital marketing platforms.
4. Conduct Ongoing Assessments
Establish a plan for daily, weekly, monthly, and annual digital marketing data collection and analysis. This plan can help you track and assess email analytics and others. Over time, your plan enables you to identify your digital marketing strengths and weaknesses. Your plan can also help you find ways to transform your digital marketing weaknesses into strengths.
A/B testing can be a difference-maker for emails and other digital marketing campaigns. With A/B tests, you produce multiple versions of campaigns. You then launch the campaigns across different audience segments and track their respective results. This will provide you with insights into your audience and how it engages with your digital marketing content. Next, you can use these insights to produce content that matches your audience’s expectations.
Include multiple stakeholders in digital marketing assessments. For instance, marketing and sales teams should meet and examine email marketing statistics. Both teams can view email analytics to determine if certain campaigns are generating sales. They can then offer tips, recommendations, and insights to bolster these campaigns going forward.
Keep an eye out for trends and patterns in email analytics and other analytics as well. In doing so, you can identify market changes and use these insights to revamp your digital marketing strategy. Plus, you can ensure your digital marketing strategy aligns with your business’s needs long into the future.
5. Transform Analytics Into Action
Use analytics to improve your emails and other areas of your digital marketing. When you do, track the results of your efforts. If certain actions deliver gradual improvements, you are on the path toward long-lasting digital marketing success.
Utilize benchmarks to determine what you want to accomplish with digital marketing now and in the future. These benchmarks should be realistic, time-bound, and pertinent to your business’s mission and goals. Furthermore, they set the tone for your digital marketing. But you should be ready to adjust them based on your analytics.
Finally, create and maintain a database for digital marketing analytics. This database should provide secure and seamless access to information you can use to assess your emails and other digital marketing campaigns. You can even utilize the database to organize digital marketing reports and assessments.
The Bottom Line on Email Data Overload and Analytics
Today’s businesses can quickly and effortlessly access email data. Yet finding email data that helps a company gain a competitive edge is tricky. If a business is not careful, it risks collecting large amounts of structured and unstructured data that delivers little to no value. Perhaps worst of all, this company may miss out on data that can help it maximize its digital marketing efforts.
If you are interested in email data collection and analysis, get started today. Moreover, use tools to retrieve email data and transform it into insights. However, remember to use email data and insights in combination with a comprehensive digital marketing strategy. Furthermore, failure to do so may make it difficult to get the data and insights you need to transform digital marketing into a competitive differentiator for your business.
In conclusion, include email data and analytics in your digital marketing strategy. As your company grows and evolves, scale your digital marketing data and analytics efforts accordingly. Lastly, this ensures you can consistently generate digital marketing insights that can help your company thrive.