- 1). Use a reputable email marketing provider that create comprehensive performance reports for each email message you send. Using technology to measure your results is a huge timesaver compared with keeping track of your campaigns manually.
- 2). Set your email marketing goals for each campaign you launch. You need a benchmark to shoot for before you can manage your email marketing campaigns. Set goals for opt-in, delivery, open and click-through rates as well as revenue generated for each message.
- 3). Measure your opt-in rate for your email subscription form. Opt-in rates are expressed as the percentage of people who visit your website and then subscribe to your email list. Measure the opt-in for each advertising source you use to generate traffic to your site. Some ad channels will produce better results than others. Install an ad tracking script on your website or use a service like Tracking202, Google Analytics or Hits Connect to record your opt-in rate.
- 4). Evaluate the delivery rate of your email messages by running the delivery rate report function provided by your email company. This report measures the number of email messages that actually arrived in your subscriber's email inboxes. Spam filters discard email messages depending on the words within the emails or the origin of the message. Many email companies provide a spam index to help you determine if your message is likely to be blocked by the spam filters. Write email messages that do not include words like "free," "Viagra," "sex" or "pharmacy." These words are common to spam messages so most filters block messages that contain them. Limit the number of links within your emails and only link to websites that have a clearly stated anti-spam policy in their terms of service.
- 5). Review the open rate of your email messages. The open rate measures the number of email messages that are opened by your subscribers verses the number that were delivered. Most email companies provide open rate report reports. The driving factor behind your open rate is the subject line of your email message. If you don't meet your open rate goals, then modify the subject line and test it again. Most email providers have a feature that allows you to resend messages to subscribers who didn't open it the first time.
- 6). Measure the click-through rate of the links in your email messages. Email companies provide tracking links within your emails. They measure the clicks on the links within each email you send and generate reports that show the performance of each message. Improve your click-through rates by writing messages that more closely appeal to the needs, wants and desires of your subscribers. Narrowly focus your messages to address the most important concerns of your list members and always strive to provide genuine value in every message you send. Split-test your email copy by sending two different messages to equal samples of your list to determine the most effective message, then send that message to your entire list.
- 7). Measure the revenue generated from each email message you send. This process can be tricky depending on what you're promoting. If you're selling your own products, use the tracking script or service you're using to measure opt-in rates to measure sales as well. If you are selling affiliate products, then contact your affiliate manager and ask them to help you install a tracking pixel on their thank you page so you can measure the sales you refer to their offer.
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