Keep Track Of These Three Email Stats For Higher ROI (Part 2 of 3)

Your open percentage keeps you clued in to how many individuals on your list are opening your emails and is a helpful statistic for several reasons. This number is found by dividing the number of emails that were opened by the amount of messages you sent out. The percentage that it gives you will tell you if a campaign did well, just okay, or poorly. It will also, over time, help you to determine members of your list that are just generally inactive, that is, people who never open any of your emails. Having the information that this provides will help you to better split up your list so that you can communicate differently to those who are consistently opening (or not opening) your messages and even offer them different specials and incentives based upon their activity level. It can also help you to determine good and bad times and days to send your messages and also to determine if your messages are ending up in spam folders instead of inboxes.

The important thing here is to always look at your statistics with the understanding that statistics don’t always mean what they may seem to mean on the surface. For instance, if a campaign gets opened by no one, you might assume that your subject line needs a serious rewording when, in fact, you simply included too many images and all of your messages wound up getting blocked as spam by your list members’ email providers.

The third statistic that you need to make sure to keep track of is your click through percentage. Most, if not all, of the email campaigns that you send out will have a link embedded in them that you would like for your recipients to click on and follow. This will typically be a page where they can sign up for your service, buy your product, or check out an affiliate of yours.

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