Most email marketing campaigns (but not all) focus on three goals:
- Getting the recipient to open the email
- Taking the next step by following the call-to-action in the email
- Clicking through to the final destination, which is often a specific landing page on the website with an action to be taken, such as filling out a registration form
The key performance indicators for email marketing are often open rate and clickthrough rate, and then that final conversion on the website, which can take a number of different forms. A consumer marketing email effort might seek out an immediate purchase, where as a B2B campaign might look for additional information on the email subscriber to more fully populate a database record.
Of course, the key to any email marketing program is getting the recipient to take that first action – opening the email. Without an open, there can be no clickthrough and certainly no final conversion on the website.
With that in mind, improving email open rates should be a priority for email marketers. Based on tweets as a very loose metric, MarketingSherpa Blog posts like “Infographic: Email open rates by time of day,” published at the end of October, and “Email Personalization: 137% increase in open rate from personal note approach,” from a couple of weeks ago, show email open rate is a popular topic with our audience.