Hasta La Creative!

Performing business on the net is filled with many possibilities for mistakes, and inconsistency with your overall approach has to be an essential one. Either people have no notion of how important it is, or they simply have no clue that this is available. Yet the lack of regularity in almost all you do in your company will have a destructive influence on conversions. Underlying the reasons to pay attention to this relates to the way humans observe their environment and then respond to it. When our experiences may not be what we anticipate, dependent on prior experience, then it brings about uneasiness and may instinctively seem irrational. The end effect is we tend to want to stay clear of seeing it, and that means walking away from your site, blog and business.

One common facet of online marketing where this effect is highly frequent concerns squeeze pages and a different site. We have all witnessed and used squeeze pages when a person is building an email list for marketing. Based on personal inclination, the marketer may deposit the fresh optin on a web page or other site. The business person behind it has the option to reveal a site or hold out until later. However, there is particular risk in this scenario that embodies this concept of being consistent in your marketing which we will describe.

The dynamics here concern the page layout, design elements and colors of the squeeze page and the site that appears after that in the browser. If the contrast is enough, then that is definitely inconsistency and will produce an uneasy influence on the person. The simple solution is to make the squeeze page design more aligned and in agreement with the sales letter page design.

Another related situation concerns all the affiliate marketers and how they approach their marketing. Making review sites has been a very prevalent strategy, and usually there are several links to outside product sites. Obviously you cannot accommodate all the different vendor sales page designs. What is attainable, and successful, is to develop a site so it does offer a smooth transition to the sites you are connecting to. What you should strive to do is prevent a design that is highly strange and serves to offer a glaring contrast to any other site. You will need to make an effort to discover how well colors, format and overall designs can be relatively inconspicuous hence they avoid clashes. Frequently an effective approach is to be mindful of this and minimize unacceptable contrasts.

This very identical rule applies to all you do in your business specifically in your written communications and marketing messages. Generally speaking, many people are constant and routine in the way they talk to people. Alternatively, we have seen many situations in which goods and services were promoted that seemed way out of place and unforeseen. This happens to some level, but it is not anything we would call unrestrained or a widespread problem. On the other hand, we have seen it enough to assume that many web marketers and businesses are unaware of the importance to be consistent.

No matter how many marketers talk about the social media and mobile marketing rave, email marketing still continues to win when it comes to outreach, conversions and profitability. However, there’s more to email marketing then simply composing and pressing the send button.

The Statistical Fact Book 2013 released by Direct Marketing Association had an excerpt revealing that analyzing data is one of the biggest challenges for marketers, and the second biggest challenge is leveraging the analytics to increase engagement and conversions in future campaigns.

The good thing is that most modern email marketing software already includes Google analytics and other metrics, so there’s no separate integration required. The real challenge is to improve future campaigns by making use of current analytical data and metrics and to constantly be improving upon your processes.

Important e-mail marketing metrics and analytics

1. Delivery rate

This is the rate of emails that actually end up in the inbox of the recipient. You can use the analytics to find out the total number of emails sent, and minus the emails that weren’t send to them. The bounce rate should also be deducted to determine the delivery rate.

Emails may not always reach the recipient’s inbox because they may end up in the spam box. The delivery rate should be above 90%. If this rate starts to decrease over the period of time, you need to check different factors contributing to the declining percentage. It could be because your IP has been blacklisted or your subject lines have grammatical and other errors. Improving the delivery rate will increase the campaign’s ROI and your ISP reputation.

2. Bounce Rate

There’s a small amount of emails that fail to reach the inbox of the recipient. This usually happens in two situations and you need to be aware of them in order to take appropriate action.

The first situation is where the inbox of the recipient runs out of storage space or the email server has issues. There’s not much you can do in this case except wait for the problems to be solved.

The second situation is when something is wrong at your end and the email is not sent. This mostly happens when the recipient’s email turns out to be invalid. You should avoid keeping such email contacts because if your emails are sent in bulk to invalid email addresses, you can be tagged as a spammer.

You should also take a deep look at your body content and the subject line because they may also make your emails end up in the spam filter. Improving bounce rate takes time but is important for successful campaigns.

Both delivery and bounce rate are related to each other and these two analytics are quite important to improve email marketing conversions.

3. CTR

CTR stands for click through rates, and it’s the prime focus of email marketing analytics. The click through rate shows the number of recipients who clicked on a picture or link in your email. This is quite important to find out about your ideal recipients and what they expect from you in future emails.

After realizing the type of links that are being clicked, you’ll be able to deliver more relevant content. The click through rate pretty much guides you about the step that should be taken next. For example, if someone has a high CTR for Facebook marketing links, an email regarding social media marketing services will be more helpful and relevant for him/her compared to an email about affiliate marketing services.

4. Conversion rate

Conversion rate determines how many recipients responded in a way that you wanted them to. This rate also tells you the number of leads generated from your campaign and measures the overall success.

If your conversion rate is low, you can try changing the content of the e-mail, design of the landing page or experiment with a custom layout. You can also add tags to different campaigns to get an idea of how the emails are performing. By a little brainstorming, it’s possible for you to increase conversion rates in every campaign

All the data and information you collect from email marketing analytics will only be beneficial if you put it to the right use. Analytics aren’t only meant for getting on the good side of management, but should also be used to optimize your cross-channel and targeted marketing performance.

You can benchmark how the campaigns performed over different time periods and try to come up with strategies to improve marketing performance in the future.

This is a guest post

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