Probably the first thing that will tune you out when someone is talking about something new, is when you don’t understand the words or terminology used. Nothing makes sense, and you fade out thinking it is beyond you. Have you ever been in a conversation, overhead one, about email marketing? You think, isn’t this just about sending out emails to customers? Only to find out has all these unique terms and becomes something that soon seems to have its own language?
Truth is, it does. Other truth is, little by little, you can pick up on some of those terms and become more comfortable in those conversations, start asking more questions, and soon, developing solid email campaigns.
So let’s start with some basics to get you going:
Your open rate is determined by what it says – open. How often do people open your email? This is shown as a percentage. So, if you send an email to 4,000 people and 1,000 read the message, your open rate is 25%. You can improve your open rate by determining if your message made it successfully to their inbox, what about your “from” name, was it recognizable. Perhaps you need to think about your subject line – was it compelling enough? This things can make a difference.
If 1,000 people read your message and 200 clicked on a link, your click-through rate is 20%. Maybe you included a call-to-action in your email that they can click on it? Maybe it was not compelling or noticeable?
If you send an email to 4,000 people and 40 unsubscribe, your unsubscribe rate is 1%. Which is low. But you need to keep an eye on this number.
If you send an email to 4,000 people and 200 bounce, your bounce rate is 5%. Typically, if your bounce rate is usually higher than 7% you may need to do some housekeeping.
Above the fold
The bottom of your browser window or the bottom of your email before you have to start scrolling is commonly referred to as the “fold”. These viewable areas should be where your most important information should be located since it’s the first thing your viewer will see. This term is also used in web design.
An e-mail software used for sending automatic replies to an e-mail message. In email marketing, they are also used to immediately provide information to prospective customers: to send confirmation that the message has been received, to confirm subscriptions, and can also be formulated to serve as a sales tool – taking the potential customer through a series of emails that educate and inform them so they may become more interested in purchasing your product or service. Companies such as Infusionsoft, HubSpot or Aweber are some of the top service providers in the industry.
A coordinated set of individual email marketing messages delivered at intervals that share a single idea and theme which make up an integrated e-marketing communication. The success of a particular campaign can be based on preliminary professional actions or previous successful campaign.
An email sent to subscribers with information on a topic or several topics. Such newsletters are often used to keep in touch with existing customers. They have opted in, or requested to receive this newsletter. Email newsletter means to hand out the content to the subscriber with the aid of email on a regular schedule.
That’s a good start. Now stop avoiding the topic at your next networking event, get in there, and start asking about bounce and click through rates!!