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Email Marketing: Looking Beyond the Open Rate and Click Rate

by | Jul 12, 2019 | Conversion Rate Optimization, Digital Marketing, Email Marketing

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our Project Manager, Irina Boudreau, discusses an article by Shanelle Mullin at ConversionXL, “Email Testing: Going Beyond Open Rate and Click Rate″.

If you’re using email as one of your marketing channels, you probably have a pretty sophisticated team helping you analyze the data and test rigorously to make sure the results you achieve with your email campaign are aligned with your business goals.

No? That’s O.K. You’re not alone. Technically, you don’t need a team. But being successful at email marketing is a massive undertaking that requires lots of optimization and testing.

Unfortunately, when it comes to optimization, many marketers still focus on the open rates and click rates which really don’t give any insight into how an email has impacted the bottom line. It’s easy to get caught up in these matrics because the email providers keep feeding the statistics that have no real business value.

So, what is the process for optimizing emails? The article from ConversionXL covers the step-by-step email testing process in details. And while it may get a bit overwhelming, the points made by the author will set you on the right track for developing an email program that will have a massive bottom-line impact.

A recap of main points to focus on for email testing and optimization:

  • The goal of an email campaign should produce quantifiable results. How do you measure these results?
  • Understand what data you’re collecting and why
  • Tracking post-click actions will provide insights into how your customers are behaving after engaging with an email
  • Focus on journey-specific metrics rather than on data for each individual email
  • A click is just a click if it does not produce results
  • Invest time upfront to properly test the emails. Are the results valid?
  • A map of an email journey will help identify gaps and potential data pitfalls
  • Utilize segmentation to personalize the user experience

Read the full article at conversionxl.com


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