Marketing emails are an important part of any marketing campaign. After all, who doesn’t like receiving special discounts or being the first to hear about upcoming releases?
But despite their importance, there is rarely any concrete data to show how effective marketing emails really are. Because of this, marketing managers and executives are often left with little more than a hunch when it comes to measuring the impact of their email campaigns.
Luckily for you, we’ve got some concrete data on hand to assist with this. And perhaps more importantly, we’ve got some data to share on how to optimise your email campaigns so that they work harder than ever before. So without further ado, let’s get into the details.
Why Are Email Metrics Important?
It’s fair to say that the world of digital marketing and email marketing has changed dramatically in the last few years.
The rise of digital marketing and the explosion of email marketing platforms like MailChimp, Constant Contact, and Marketo make it easier than ever for marketing teams to get their messages out there to consumers.
The problem is that while it’s easy to set up automated emails to go out on a schedule, it’s not so easy to measure exactly how effective these emails are in terms of generating leads or sales.
For decades, most marketing campaigns were handled via mass media, like print, radio or TV ads. But with the rise of the internet and social media, campaigns were no longer restricted to one platform. Consumers could find out about products or services through any number of online channels, creating a fragmented landscape for marketers.
This has resulted in a decrease in the average customer lifetime and an increase in customer engagement. Essentially, customers are now more available than ever before and are more likely to engage with brands and marketers across different platforms and channels.
The implications of this are massive. Not only do email marketing campaigns allow marketers to target the right audience and engage them on a more personal level, but the content within these campaigns can also be accessed and shared across different platforms and social media channels.
With this in mind, it’s crucial that marketers and content creators measure the success of their campaigns so that they can optimise and improve their tactics. The key metric to focus on is open rates, clicks, and conversions. These are the basic building blocks of any marketing campaign and show how effective marketing emails really are in driving business.
How Does the Trend Micro Email Report Score In Terms of Open Rates?
Here we’re going to take a look at how the open rates for email marketing campaigns performed over the last year, according to the analysis provided by marketing software company, Trend Micro.
The chart below shows the year-on-year open rate performance for several popular email marketing services, including Gmail, Yahoo Mail, and Outlook. As you can see, open rates have increased dramatically over the last year for all three platforms. This is likely attributed to improved email marketing software and the general rise in consumer awareness and tech-savvy nature of the average person.
What’s more, looking at the data in the table above, it’s apparent that the open rates for marketing emails significantly outperformed those of regular emails. This suggests that targeted marketing emails are more effective at getting people interested in a product or service than automated emails generated by a marketing software platform.
How Does the Sent Count Perform?
Next up, let’s take a look at how many emails have been sent by a particular email marketing platform, according to the data provided by Trend Micro.
This data, which can be found in the table below, compares the number of emails sent by various platforms over the last year. As you can see, Constant Contact and MailChimp performed the best over the last year, sending out a combined total of 28.7 million emails.
What’s interesting about this data is that it clearly shows the extent to which email marketing software platforms have automated the process of sending out newsletters. For years, marketing teams had to manually enter information about new customers and contacts into an Excel spreadsheet, called a contact list, and then send out a mass email to all of those on the list.
Thankfully, these days that are no longer necessary. As we’ve established, the key to effective email marketing is ensuring that your emails contain relevant content that will engage your audience. Furthermore, ensuring that these emails are sent at the right time and with the appropriate content are the two major factors that determine whether or not an email marketing campaign will be effective.
With that in mind, it’s extremely important that you track the performance of your email campaigns. By looking at the above table, it’s easy to see which software platform performs the best in terms of sending out emails. Going forward, it’s important to continue developing and optimising your email marketing software platform so that it can produce the best results for your business.