Many agents wonder if their email marketing efforts are successful. Even when there is data available, it can be hard to discern what those metrics mean. Or, how they relate to the goal of the emails they’re sending.
Here’s what to look for in your email metrics, and how to determine if your emails are effective.
Opens vs. Unique Opens
Every time someone opens your email, it counts towards the opens metric. So, one recipient who keeps coming back to look at your email can count towards an infinite amount of opens. But, in your unique opens, a single recipient can never count more than once.
When you look at these numbers, opens should appear higher than unique opens.
So while both can be informative, unique opens is a better metric for determining how many of your contacts have actually seen your email.
Keep in mind different industries have different open rate standards. According to this study, the insurance industry has a unique open rate of 21.56 percent.
Clicks measure the number of times someone has clicked on your email links. This could mean clicks on a call to action button, or a link to your Facebook page in the footer.
This metric is straightforward, but it can be important to evaluating effectiveness. How many times did recipients use the links you included? What links did they click and which did they ignore?
If your email’s goal is to generate clicks on a certain link, keep an eye on this metric.
Your contacts get marketing emails from a lot of companies every day. It’s natural to see contacts choosing to opt-out and no longer receive emails from you. But, if you see this number rising, it’s important to note. Track this metric over time to see what’s normal for your agency, and what isn’t.
When to Re-Evaluate
You can use metrics to check the effectiveness of your marketing. It’s important to know what the goal of each email you send. The goal of an email affects the best way to see how it did.
If the goal of your email was to increase traffic to your insurance website, check the clicks. You can see how well your email creates interest and drives recipients to your website.
Then, compare which links garnered the most clicks. Were they buttons or hypertext? Were they at the top of the email or in the footer? Use these findings to update the design of your next email.
If the goal of your email campaign is to drive sales, clicks will also be a driving force for your evaluation. But, other metrics come into play.
If your open rate is low, adjust your subject line. It may be too salesy. Aim to drum up interest and leave them wanting to know more so they’ll click.
How your customers can buy from you affects this process as well.
If you hope to drive sales for a mix of in-office and online sales, tracking sales is important. Some contacts will open your email and choose to buy in-office. You want to track those sales back to your email marketing efforts.
If sales are typically closed over the phone, opens are a more important metric than clicks. How many sales closed via the phone lead back to an opened email from your campaign? Make sure your producers ask where the client was referred from.
The best way to test the effectiveness of an email campaign is to have a clear understanding of the email’s goals. Understand how those goals fit into the greater marketing plan you have for your agency. With a clear goal in mind, and an understanding of the metrics, it will be a breeze to evaluate and restructure email campaigns for maximum effect.