Email Marketing, Identified Visitors, and Email Averages

Email Marketing, Identified Visitors, and Email Averages

Email Marketing + Identified Visitors

Email marketing is a powerful marketing tool that promotes your company. It promotes your company by helping keep you front of mind for customers. Visual Visitor is an excellent tool to have for your email marketing optimization. However, it's important to remember when identifying visitors on your site they may not be as low in the sales funnel (closer to a sale) as someone who subscribed to your email list. When a person subscribes to your email list they are saying "yes, I am interested." 

Setting Email Marketing Expectations.

Your identified subscribers are not going to have the same metrics as the audience that added themselves to your email list.
Nurturing your visitors on what your company has to offer. This process takes time, creativity and foresight. 

What do the numbers provided by your email host mean?

In email marketing you have what is called metrics. Your metrics gives your campaign a well-rounded picture of how your emails are being received.
These metrics are broken down into:
  1. Open Rate- Measures the number of emails opened compared to the number of emails sent. Segmenting your contact list so that you can send more targeted content can help you improve your open rate.
  2. Click Rate- Compares the number of people who clicked a link within the email against the number of emails that were successfully delivered. Having a single call-to-action can help improve your click rate.
  3. Bounce Rate- Measures the number of emails sent compared to the number of emails delivered. Managing your bounced emails can help you improve your performance.
  4. Unsubscribe Rate- Measures the percentage of people who opt out from an email list.
  5. Spam Compliant Rate- Measures the number of people who reported the email as spam out of the total number of messages you have sent.

Things to consider when reviewing  your metrics.

  1. Your Industry 
  2. Time of Year
  3. Your Creative
  4. Your List Segmentation
  5. Baseline comparison with your current email list.  (Is your list made of primarily customers?)


Metric
Industry Average Range
Notes
Open Rate
18%-43%
This depends on the industry.
Bounce Rate
2%-14%
Because we validate the emails the bounce rate from our ID's should be less than 5%
Click Rate
0.4%-2.7%
This depends more heavily on your creative. Short email, clear call-to-action, segmented list.
Unsubscribe Rate
Less than 1%
Consider all factors when evaluating this metric.
Spam Compliant Rate
Less than 0.5% 
Consider all factors when evaluating this metric.


Other variables that affect your newly identified audience:

  1. Are your emails CAN-SPAM compliant? 
  2. Are you sending Cold Emails or Spam? More here.

  1. Is your email infrastructure configured properly?
  2. Review your domain setup on Mxtoolbox.com or other email tool.
  3. Are you sending emails as your own domain or are you sending as your email provider? 
We recommend a dedicated sender domain.

  1. Are you segmenting your list?
  2. Are you sending the same people who visited a single page and bounced as you are the people who visited 5 pages?

  1. Consider your buyers journey. Is this an impulse purchase or is this a longer research based purchase?
  2. In almost all use cases, you are nurturing and educating this potential buyer rather than pushing "buy now".
  3. Timely, relevant, insightful emails about your product and/or service are most successful.

  1. Creative sent
  2. Frequency of send 
  3. Timing of send (time vs. when they visited your site, time of day, time of week) 
  4. Your list pruning process - what is your process to remove uninterested shoppers? 
  5. Do you have a "season"? A time of year when your buyers are most active.
  6. Current customers: Many times your current customers may be identified with an email address different from the one they have purchased from you in the past.

Sending shorter emails with a clear call-to-action to a segmented list helps increase your rates while keeping unsubscribes down.



Is your bounce rate high? Click here to learn more about undeliverable emails and how to help bring those bounce rates down.



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