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.
2. Switch subject line tactics. High spam percentages and bounce rates along with low open and click-through rates can indicate poor subject line construction. Remove potential spam-triggering terms in your subject lines and use questions or brief benefit statements, then see how these changes affect relevant metrics.
3. Refine targeting/segmentation. Inadequate targeting or segmentation of your B2B contact database shows up as low open and click-through rates along with high unsubscribe, bounce, and abuse rates. Consider changing your segmentation tactics to something like those discussed in a previous blog post here.
4. Find out which topics work. Compare the list of topics/content you’ve sent out to your B2B email contacts and the values for metrics recorded on such dates. If you see high open rates and click-through rates occurring with lower unsubscribe rates for certain topics, stick with those content choices.
5. Rethink content mapping strategy. Content-audience mismatch is a result of poor targeting and/or weak topic building strategies. As such, look at the metrics mentioned in numbers 3 and 4 to identify a potential need to reconsider your content mapping approach.
6. Modify call-to-action tactics. If you’re seeing poor click-through rates along with poor web analytics, then there may be something fundamentally wrong with how you present your calls to action. Try re-wording them or transferring to more strategic locations on your email then revisit your email analytics dashboard to see what impacts have been made.
7. Update contact database. Elevated bounce rates, abuse counts, and spam percentages are tell-tale signs of aging, poorly-maintained email lists. Consider verifying the addresses in your database or coordinate with a reputable contact database provider for list cleanup or updates.
The key to truly grasp what your campaign analytics are telling you is to see the metrics in context. Just like how you would understand what your dog is trying to say, you don’t listen to the barking alone; instead, you hear it bark and look for other gestures and signals to figure out what it’s saying. After finding out what going on, the next thing to do is to take action, and this is why metrics are so important in B2B email marketing.