Your B2B email marketing campaign talks to you through a special language called analytics which use numbers instead of letters to form words called metrics. Through combinations of these metrics and other data, your campaign lets you know about any aspect in your project —topics/content reception, effectiveness of timing, B2B email contact database accuracy, etc. This post looks at seven of these messages/warnings that you might be ignoring.
There are lots of email marketing metrics used today. You’ve got open rates, click-through rates, bounce rates, spam percentage, abuse reports, etc. to look at which can be quite overwhelming at times. To filter out the noise and make some sense out of them, you have to take them into context and not in isolation. Oftentimes, you need to compare these values to some benchmark or index as well as other measurements in your marketing campaign like ROI, conversion rates, and social metrics to arrive at valid and accurate conclusions which may include the following:
1. Adjust sending frequency. Sometimes, your metrics may be telling you that you’re sending too frequently or extremely rarely, depending on their values. If you suspect this to be the case, try changing your sending frequency on a small sample from your B2B contact database and see how the changes affect open rates, unsubscribe rates, and abuse reports.