Email Service Providers and Measuring Success

Email Service Providers

Why?

Most business today invest in Email Service Providers to ensure they meet the demands of their customers and to grow their business.

Regular ISPs are not set up for and sometimes prohibit large mail files and are not suitable for some business. Hence, some companies look to Email service providers in order to run their business efficiently. An ESP is a service that hosts email marketing services on their servers, which are optimized for this purpose.

In today’s digital marketing age many business owners and internet entrepreneurs struggle to get their brand recognized online. One of the most desired method of doing so today is by directly marketing a product or message to a targeted audience through email.

Factors to consider before choosing an Email Service Provider

 

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There are many email marketing companies to choose from before deciding which one is most suited for your needs. Below is a table which outlines the common features and functionality of each of the popular email marketing solutions.

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I looked at Mailchimp and Constant Contact in greater detail to get a better understanding of the features and capability.

Mailchimp is quickly becoming a leader in the email marketing industry.The product does not allow spam and caters for small business and entrepreneur types more than Internet Marketers. Mailchimp accounts start at free for up to five hundred users.

Constant Contact provides marketing tools such as newsletters and email drip campaigns, a series of informative emails sent in spaced out intervals such as every week or every month. They help businesses set up offers and promotions to announce new products or promote current ones and develop feedback tools and surveys so that businesses can get an idea how they are doing. Constant Contact also gives businesses the tools to create online events and registrations.

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Measuring success of Email Marketing

This will differ slightly depending on the overall aim of the organization and the objective of your email marketing communications. Not always is email marketing intent on getting people to purchase something, sometimes are about persuading people to visit websites aimed to increase the spread of information.

There are a several performance metrics available to measure success effectively and to evaluate which ones are most appropriate.

Reports record success/failure over time according to the parameters set.

Tagging email links in emails and setting up other tracking processes to follow their progress, this is sometimes provided by the email partner company.

Which metrics should you use?

Web analytics systems that have access to a host of valuable information that can help measure success. The following are some of the most important

  • Delivered

This statistic shows how many of your emails are getting through to people’s inboxes.

Bounced

  • Open rate. This is calculated by dividing the number of opened emails by the total number sent out (x100 for a percentage).
  • Total opened
  • Unique opened
  • Clicks
  • Unsubscribed
  • Conversions
  • The metrics mentioned above will give you a great indication of how well your Emarketing is performing, but it is crucial to consider them in context. For instance, it is important to benchmark in the right way, as the statistics relating to different kinds of initiatives can be wildly different – for example a promotional message is likely to have a far lower open rate than a transactional email.
  • In addition to this, there may be external factors that relate to your email marketing metrics but are perhaps not strictly caused by the campaign. An example would be if you have a high click-through rate but low conversion rate; this is likely to be down to a problem with the product or landing page that the recipient is being directed to. Analysis and testing should help you determine if an external factor is having an effect.

 

What impacts these metrics?

Open Rate (OR)

  • Is subject line compelling?

Click through rate (CTR)

  • Compelling Content/offers – track each link

Bounce Rate

  • Data quality

 

Unsubscribe Rate

  • Message relevance

Cost per Lead

  • Combination of above

Conversion

  • Landing page relevance/site experience

 

Recommendations

The following are what I would recommend when implementing email campaigns:

  • 1) Find a good subject line. Honesty is the best policy here. Tell the reader exactly what is inside the email in a clear and concise way. By doing so you will earn their trust and gain a customer.
  • 2) Use an HTML newsletter template. It is beneficial to use as HTML newsletter template that is compatible across multiple platforms and that is from a trusted online HTML template maker.
  • 3) Simple and to the point, less is more. People have short attention spans. If your message is extremely long and dragged out, most of your readers will just move on to the next email and not even bother reading the first paragraph.
  • 4) Good to call action buttons. Always try to end your mail with a strong call to action. If you want someone to leave a message or subscribe to one of your promotions tell them to do so.
  • 5) Clean mailing lists. Having a clean mailing list will increase your messages open rate. A huge list of irrelevant email addresses could reflect badly on your business name and the product or service that you’re trying to push. It’s also highly likely that some of the addresses will be misspelled and undelivered completely, so it is worthwhile to check for misspellings.

 

By student #10332015 Rosemary

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