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If there is one universal tip about improving the performance of online marketing, it’s continuous testing.
Fortunately, online marketing gives us opportunities to test, measure and improve the effectiveness easily and effortlessly.
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Email marketing statistics
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Here are the basic metrics to look for when you want to improve your email performance.
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Open rate: The percentage of subscribers who open your email. Around 25%-30% can be considered a high open rate based on industry standards*.
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If you have low open rates, you may have unqualified subscribers from a purchased list, un-segmented subscribers, or boring subject lines.
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What to do to increase open rates?
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- A/B test your subject lines.
- Slice your list into segments.
- Control the timing.
- Test the frequency.
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Top 5 industry open and click rates*.
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Click rate: Click rate tells you how many users who opened your message also clicked a certain link in your email. Optimizing for click rates could be harder than for open rates, but it’s surely not impossible.
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Click rate is a good metric for understanding subscriber engagement and how effective your email is for leading them to take a certain action.
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How to increase click rates
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- Keep the language simple and relevant.
- Make your calls-to-action more appealing.
- Include more links – but don’t over-link your emails.
- A/B test your content.
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A/B testing for high performance
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A/B testing is comparing two versions of an email to find out which one performs better. It gives you the ability to optimize your messages for the highest open and click rates. Here is what you can test with GetResponse A/B Testing:
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- Email content.
- Subject line.
- From field.
- Day of week.
- Time of day.
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First, decide what you’d like to optimize. Then come up with alternatives to test. If it’s email content, you can test different calls to action, footers, email layouts, template layouts, offers, and more.
Set goals and focus on optimizing your future emails to improve performance. Once you start A/B testing, what should you measure? The answer is open and click rates. You could also optimize your email for high conversion rates, experimenting with calls to action, content, and images.
Send test emails at different times of the day to see when your audience reacts to you the most.
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Aim for the highest open and click rate you can get. A/B test your email content, subject line, From field, and delivery. Analyze the performance and develop new ideas to improve your results.
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Log in to track your progress and test your knowledge.
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Stay tuned for the next lesson:
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Integrate the entire GetResponse ecosystem into your marketing. Trigger deeper engagement, with marketing automation, landing pages, and webinars.
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Got questions? Simply reply to this email. We’re happy to help.
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This message was sent to friend@example.com by GetResponse, 1011 Centre Road, Suite 322, Wilmington, DE 19805, USA. |
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