Email is not dead. In fact, email is the third most influential source of information for B2B audiences, only to be beaten by colleague recommendations and industry-specific thought leaders. And beyond that, 59% of B2B marketers say email is the most effective channel in terms of revenue generation.
By 2023, the number of active email users is forecasted to reach 4.3 billion. Think about that.
Today, most people have between one and three email addresses, so it’s safe to say there is no shortage in terms of audience.
And having a huge potential audience is great, but if you’re in email marketing — whether it’s B2B or B2C – it’s all about the data.
All data points, however, are not created equal. Email marketing is all about connecting the business to the audience to promote something.
The best thing you can do for your email campaigns is understand your core metrics so that you can optimize and personalize your program and achieve email marketing greatness.
The big three when it comes to email marketing are CTR, Conversion Rate, and Open Rate.
Click-Through Rate (CTR)
Click-through rate, or how many people clicked on a hyperlink, CTA, or image within a particular email, is dividing the number of clicks an email receives by the total number of delivered messages.
This looks at the number of subscribers who took the action you wanted them to take. This action could be a purchase, a sign up or even a download.
This one is simple…the percentage of the total number of recipients who opened your email.
For email marketers, understanding these metrics will help you determine things like whether or not your subject lines are enticing enough to your segmented audience. It can help you understand if there’s a better landing page for your subscribers. It can even help you determine whether or not a link in your email is broken.
The power of data is endless, especially in email marketing. These subscribers tend to be extremely low in the funnel. Understanding these users will help you appeal to users higher in the purchase funnel as well – it can help you stand out in an inbox flooded with emails.
Once you analyze the data, you can start putting test plans together and futher analyzing the results.
Regardless of whether you’re an email marketer or someone on the other end — receiving promotional emails — a digital address book is something we all have in common. And managing it manually is a pain.
Fortunately, there is a solution.
Evercontact automatically extracts contact information from email signatures and syncs the information directly to your address book. It runs in the background and gives you more time to do whatever it is that you do!
Check it out today: evercontact.com