Following up on Episode 243, Liz goes over a few more stats and areas email marketers may want to look at and track over time in their campaigns.
Email Stats Part Two
Sandro: [00:00:06] Welcome to 60 second part getting my name is Sandro Galindo I’m here with my co-host Liz Hersh with the podcast that helps your small business navigate its way through the online marketing world in the time it takes to walk from your parking spot to your desk. Today Liz is going to give us a few more e-mails stats that you should know about.
Liz: [00:00:24] If you’re using a program like MailChimp or constant contact there is a ton of information but you may be wondering what it all means. We talked a little bit about this in my last episode and today I’m going to go a level deeper. So first up I’m going to talk about the bounce rate in email marketing the bounce rate refers to the percentage of email addresses on your subscriber list that didn’t receive your message. Now there are a couple of reasons why an e-mail could bounce and we’ll dive into that in further episodes. But for today I want to say the bottom line is that sometimes e-mails don’t get delivered it could be a syntax error it could be because the two email servers just aren’t getting along. Clients are always surprised that an email campaign or an e-mail message isn’t delivered 100 percent of the time. And honestly that’s just the nature of the beast. The next piece of data I think you should be taking a look at is the list growth rate in MailChimp I believe this is called audience or audience growth. The intent here is to track the growth of your list over time how much your list grows is going to depend on how active you are with your marketing campaigns and either driving people to your website or to that subscription page on your Web site. If you’re not doing that on a consistent basis then your list won’t grow. Keep an eye on this number. And again the main point I will make is that you should always be working to actively grow your subscriber list.
Liz: [00:01:50] It is one of the few things that you have total control over. You know we’ve talked about this before you don’t have total control over your Facebook fans or your Instagram fans but you have a lot of control over your subscriber lists so keep growing that for sure.
Liz: [00:02:05] And finally ROI. Now this one may not be a nice convenient stat that you see in a MailChimp report and by the way return on investment are why you may need to do some of your own mass for this one and it may require some additional planning on your part because you’re going to need to decide OK do I want to measure the ROI I for one specific email or do I want to measure the ROI over a course of a multi-email campaign over the course of many months or a year. I mean it’s going to vary for each business. But the point being is that email marketing should be a revenue generating activity and you’re going to have to look at all of this data set some goals set some benchmarks and track your sales and ultimately see what kind of results you’re getting whether it be as a result of one email or the course over the course of sending many many emails.
Sandro: [00:02:58] And as we said time and time again is email still works better than social media. It’s a powerful way large.
Liz: [00:03:05] You can deliver it right to their inbox and immediately start engaging with them.
Sandro: [00:03:10] Exactly. And thank you for joining us. If you’d like what you hear we love our viewer on Twitter, Instagram and have our very own Facebook group. If you have a question we’d love to hear it.
[00:03:19] We’ll give you a shout out links an email address from the show. Thanks for joining us. We will see you next time.