It’s a well-known fact that, if done correctly, e-mail campaigns – as a broader part of digital marketing – can generate new business. Regrettably, not many digital marketers do email marketing well. This is because they do not focus on the right things.
The three most important stats in email marketing
- Open Rate which is the percentage of people who open an email.
- Response Rate which is the percentage of prospects who respond to an email.
- Conversion Rate which looks at the percentage of responding prospects who subsequently buy for your company.
Most email marketers focus on Open Rate. This is because it’s by far the easiest metric to measure. Very focus on Conversion Rate. This is because it’s very difficult to rate. However, it’s the Conversion Rate metric that’s most important because the more people who covert from your email – in other words, those people who make a purchase because of your email – means the more money you make.
How to run a successful email campaign
The email marketing campaigns, which are the most successful, have an email list that is highly targeted and segmented. This is full of qualified leads who are interested in what you have to offer. Without a doubt, the best way to build a targeted email list is to convert your website visitors into subscribers.