Chart of the Day: What challenges you when it comes to email marketing? Part 3 of 4.
For email marketers, there will always be aspects of email marketing that are a challenge. This is the third of my four part series pertaining to issues faced in email marketing.
We will be looking at the following during the course of the series:
- Targeting & Segmenting
- Subscriber list growth
- Tracking results
- Main email marketing goal.
The third challenge in the series is "Tracking results". Tracking results isn't necessarily the issue, but knowing what to track is. Having the correct Key Performance Indicators (KPIs) is extremely important because you need to know if your campaign has performed well. But metrics vary from business to business.
In the chart, we see that the Subscriber list growth is the highest metric tracked at 25% and on the other end of the spectrum is the open rates at 16%.
Are your KPIs directly reflecting whether your email is helping the company reach its goals? Is open rate the best option or would subscriber growth or clicks be best? It's great to track all the available metrics but focus on the ones relevant to your business. Don't worry if the KPI is poor performing either because at least you can then put a strategy together to grow the metric.
Email tracking is discussed in greater detail in our blog post, Advanced KPIs.
- Source: Email Marketers Finding List Growth Challenging
- Sample Size: 303 email marketers from companies with at least 100 employees.
- Recommended Resource: Email Marketing Campaign Calculator
source http://www.smartinsights.com/email-marketing/email-marketing-analytics/challenges-faced-by-email-marketers-tracking-results/
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