Email marketing is one of the most effective ways of getting in touch with customers, and it is a good fit for almost any business. The key to getting the most out of your email marketing is to ensure that you use the right images in your campaigns. If you want to maximise the impact of your email marketing on your customers, then you should invest in image statistics.
What are image statistics?
Image statistics measure the effectiveness of images in email marketing, providing you with key information about each element within an email.
The information provided in image statistics is very useful, as it means you can improve the overall performance of your email marketing campaigns. If you want to get the most out of your email marketing, then you should integrate image statistics into your workflow.
What should I use image statistics for?
There are three primary uses for image statistics:
- Optimising Email Campaigns
- Determining the Performance of an Email Campaign
- Improving the Performance of Email Campaigns
Let’s take a closer look at each use case.
Optimising Email Campaigns
You can use image statistics to optimise an email campaign by measuring the results of a series of tests. For example, you can compare the performance of the following two email campaigns:
- Emails with image A
- Emails with image B
By comparing the results of the tests, you can determine which image is performing the best and which one needs to be changed or removed. If you have a large number of images in your email campaign, then you can use image statistics to help you determine which ones are working and which ones need to be changed or deleted.
There are various tools that you can use to test the performance of an email campaign, and many businesses use a combination of tools to ensure they get accurate results from all their tests.
You can also use image statistics to track the results of your email marketing over time. For example, you can evaluate the success of an email campaign that you launched six months ago and compare that to the results of a similar campaign that you run annually. You can then use the information to determine if there are certain periods of the year that a particular email campaign works better than others.
Determining the Performance of an Email Campaign
You can use image statistics to determine the performance of an email campaign, providing you with insights into the effectiveness of each part of a campaign. For example, you can use the following four metrics to determine the performance of an email campaign:
- Open Rate – the percentage of people who opened your email
- Click-through Rate – the percentage of people who clicked on a link or an image in your email
- Conversion rate – the percentage of people who made a purchase
- Reach – the number of people who received your email
When you send an email campaign to a large number of people, then you can use the metrics above to create an idea of how effective the campaign is. If you are sending to a smaller group of people, then you can use the metrics to track the results of your effort.
You can also use the metrics above to compare the performance of various groups of people within your audience. For example, you can compare the performance of people who read your blog to people who follow you on social media.
Improving the Performance of Email Campaigns
You can use image statistics to determine the performance of an email campaign, providing you with the information you need to make it better. For example, you can compare the performance of the following two email campaigns to determine the one that will perform better:
- Emails with image A
- Emails with image B
If you notice that one of the campaigns is outperforming the other, then you can change some aspect of the campaign to see if that improves the results. You can also compare the performance of various copy, images, and subject lines to determine the one that will generate the best results. You want to make sure that every part of your email contributes to the success of your campaign, so you can use image statistics to help determine which parts need to be changed to achieve better results.
As a rule of thumb, you should never send the same email more than twice. If you have two identical email campaigns with only the subject line changed, then you can use image statistics to determine which email campaign will perform better.
Why use image statistics?
Email marketing is a popular way for businesses to connect with their customers, but it is not the most effective means of doing so. According to HubSpot Blogs research, only three in ten people who clicked on an email marketing link went on to make a purchase, and less than half of those people who made a purchase engaged with the email content.
However, sending the same email to the same audience over and over again is a quick road to spam detection. Because of the amount of spam that gets sent out every day, many email services block those who try to perpetrate a spam campaign. As a result, you have a limited number of emails that get opened, and the ones that do get opened are usually deleted before the recipient has a chance to read them. When this happens, you lose a potential customer and potentially damage your professional reputation.
With image statistics, you can keep track of how effective your various email marketing campaigns are. If you compare the results of an email campaign with one element, such as the design of the email, to an email campaign with another element, such as the copy, then you can determine the specific change that lead to the best results. You can then use this information to send out your email campaigns with more precision and effectively grow your business.
How to Get the Most Out of Email Marketing with Image Statistics
You can get the most out of your email marketing by integrating image statistics into your workflow. To start, you should determine the goals of your email marketing effort and set a time frame for each phase of the campaign. Many businesses use the S.M.A.R.T. approach — Specific, Measurable, Achievable, Realistic, and Timely — to set the right expectations for their customers about the results of their efforts. Once you have set your expectations, then you can set a benchmark for each metric used to measure campaign performance. This way, you can continue to track the results of your campaign, comparing them to your benchmarks to see if you are meeting your goals. If not, then you can change what you are doing to improve the outcome.
As a starting point for your image statistics integration, you should look to the open rate for each of your email campaigns. This is the first indicator that you will need to track, as it measures how easily people are opening your emails. Once you have this figure, then you can determine the click-through rate, which measures how effective your email is in getting people to click on a link or an image in the email. The conversion rate is the third metric that you will want to track, as it measures how effective your email is in driving people to make a purchase. The last two metrics, reach and spam score, are less critical in the early stages of your image statistics integration.
Once you have these five figures, then you can start to assess the performance of your campaign. You should look to see which ones are performing the best and which ones need to be changed or removed. Remember, you can compare the performance of two different email campaigns, and you can use this information to make changes to the winning campaign and improve the results of your other email marketing efforts.