Of course it depends on how many types of statistics you are receiving to get the most from statistics ...which means, before choosing a web-based email system, it is a must to check out the types of stats that come with each system!
Let's start at the beginning ... why do you send out your newsletter? I believe it is the only way that you can "go to" your clients and prospects and be in front of them! I once had a sales manager who said, if you want to make sales you have to stay in front of your clients! In those days we had to do it by making face to face calls ... an online newsletter makes it a lot easier!
Most often sending an online newsletter is a useful way of letting subscribers (clients and quality prospects) know about what is happening at your business.,... new services, new products, new staff, etc. Some people use them simply for promotions of events and/or services and products. You will hear me refer to the online newsletter as the "town crier."
So, all of the above said, let's look at some typical statistics:
- Read or Open Rates
This of course is the most fun statistic. You get to see how many people actually opened your mailing! Most web-based email systems will also break down your total and provide you with the name of each individual reader. AND, in a quality system you will be provided with "how many times" each individual read the mailing!
c - Send Rates
This is of course how many emails were sent out in your broadcast. It is important because you want to compare it to the Unsubscribe Rate ( how many people opted "off" your list during your broadcast). The reason you compare it to the "unsubscribe" total is because as long as your subject line gets in front of your subscribers, you have achieved at least a part of your mission - to keep your business in front of your clients and prospects.
Sends without being opened have value as long as you create an effective subject line. Think I will talk about that tomorrow!
x - Unsubscribe Rates
As just mentioned in the above note, these are the people who opted out. Good to know! You would not want to be at a live event and assume someone was still on your list and find out in an embarrasing moment they had taken themselves off! Also, you might want to inquire why ( when appropriate) ... there is always something to be learned from knowing why someone says "no." It might not have anything to do with your mailing and then again the reason for opting out might help you create better newsletters in the future.
x - Bounce Rates
Bounce rates are of course the number of emails that never reached their destination. A quality web-based email provider will detail for you the type of "bounce" that occurred so that you can take the proper action. You can have a typo, an address that doesn't exist anymore, an inbox that was full, an overcrowded network, a spam software bounce (the most common) and sometimes there just is no reason, it just bounced! Knowing why the email bounced can help you get the matter corrected or simply allow you to modify your list accordingly.
x - Open Link Rates
This is what I've been referring to in my last two postings. You get to see which links that were included in your mailing were opened, which individual read each link and how many times! Great for identifying your reader's interests!
x - Quantities
A quality web-based email provided will give you totals and often the % of the totals for your tracking purposes. Totals are valuable ... not only should you know how many total emails were opened but you should know how many total times each email was read! Your "read" total will be much higher than your open rate in most cases. Then you should also know the totals of how many times each contact read your mailing. A quality web-based email system will break these totals out for you into individual lists of their own, i.e. 50 people read the mailing 5 times or more ... and then of course also provide you with the list of the individuals making up the total.
Of course all of the above combines itself into information on where and how your "relationships" are developing ... who likes what, how much, etc. A smart business will create their newsletter so that it will provide the stats needed for them to know how to grow and develop their business. Do you see how you can do that?
A quality web-based email system will provide all of the above and more! One last thing to look for when reviewing statistic offerings - at the end of each listing of individuals associated with a statistic (assuming the system provides that) check and see if there is a way to instantly make a new list of just those contacts. This is how you can do follow-up emailings specific to this group's interests! A great way to strengthen your relationships and build your business profit!
Would love to know what you are using and if you are receiving all of the above from your statistics. If you are receiving all of the above, are you maximizing your use of it? Let me know!
Also, if you need some ideas on systems to look at, my favorite for stats is CoolerEmail. You can find out more about them at www.cooleremail.com.
As always, you are invited to share your thoughts ...
Keep your business growing ...
margie
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