Email statistics or “know your customers”

“A client who has left twice is no longer your client”
- Igor Mann.

Interestingly, those who conduct an email campaign for their customers, thought about what their statistics show them?

I’m sure who conducts the “super newsletter”, they will unanimously shout: “Are customers showing interest in our newsletter?” How many clients went to our site? ”Etc. Well, if you take a regular website or blog, then yes - I think this will be enough.

But what about those who are not used to being content with the restrictions that they are given? How to get the most information from the statistics that our programs or freelancers give? And most importantly, how to put it into practice?

And for this, let's look at the statistics from the other side. And let's go from simple to complex and interesting.

1. Interest

As I wrote before. Are they interested in our newsletter?
We need to know if we are not writing news, it would seem, interesting news for us, are we paying the copywriters for nothing, and in general we are wasting both machine resources and money.

And if there is no interest in your newsletters, then you need to come up with interesting content, a promotion, an event. Depending on your occupation. In a word, revive the audience.
If you have everything in order, then read on.

2. Clickability = CTR

I think everyone knows what CTR is. But still recall:
CTR is an important indicator of the effectiveness of any advertising campaign. CTR can be applied to any hypertext link on the Internet if its impressions and clicks are taken into account.
- Wikipedia.

Even if your article is very interesting and read, your CTR may be small. This can be caused by many factors. Such as:
  • Irrelevance of the proposal;
  • The subscriber is “dead”;
  • There is no call to action;
  • Do not read at all;
  • Not logical factors;


The irrelevance of the proposal.
Of course, if you sell skis in the summer, then ... you understand. Or it’s just not the time for the subscriber to take such a step (purchase, for example).

The subscriber is "dead."
You need to constantly check your database for relevance. In the process of life, some subscribers simply forget or “clog” to their inbox. Check the base before shipping. Do not overpay money.

There is no call to action.
Probably the most stupid mistake you can make. You do not make it clear to the person what is required of him. If you need him to follow the link to the site, then just write to him. “Go to the site”, “Click”, “Find out the details”.

They don’t read at all.
Unfortunately, there are such subscribers. Which I do not read the newsletter at all. The reasons for all are different. And it’s better not to delve into them. The main task is to know whether he should continue to do the newsletter. The easiest way is to send him a personal letter. And addressed to him. And already more difficult is to call (depending on your niche).

Illogical factors.
This means if you are read, but very little, then you need to look at the statistics. Namely: What days are better for her (newsletter) to read and at what time. By this time, you will already have enough mailings to look at your statistics with more accurate numbers. Usually statistics are best on weekends in the morning. And then send the newsletter on Monday morning, as you went to work, there is no point. Exel to the rescue. Build schedules of your mailings, and then you yourself will see everything.

The most important thing. How to calculate it. CTR = (number of clicks / number of impressions) * 100. In your case, "number of impressions" is the number of addresses that read your letter.

For example: You sent N letters, and only 100 people read them, and 10 people followed the link. That CTR will be(10/100) * 100 = 10%.

Question. Why do you need this CTR. It helps to know the effectiveness of your proposal in percent.
If your CTR is good and suits you, then go to the next point.

3. ROI

If you do the mailing yourself and do not spend money on this, then this item is not particularly important to you. Nevertheless, read, it will not be superfluous.

And for those who order the newsletter, I think it will be useful. For starters, the formula. Everything is clear in it.

ROI = (income - cost) / amount you spent * 100%

What is this indicator for? It shows how effective your newsletter is in terms of profit. And should she use it further. I will not write more about the importance and usefulness of this indicator. But be aware. He is important to you.

4. Segmentation

Let's talk with you about another interesting point in your statistics, which, unfortunately, are used by very few businesses. This is the segmentation of your customers. What segmentation options are there? Easy. Though by age and gender. This is more than enough for a regular ordinary online store.

Why segment customers? First of all, to know more about your customers. And you are very lucky if you already do this. Indeed, you must admit that for a more effective mailing it is better to sell a woman’s thing to a woman than to try to sell to the entire base, where men and women of different ages are gathered.

But what about those who cannot technically segment their base? For you, I wrote this in the next paragraph.

5. Google Analytics and Yandex.Metrica

You have a little perplexity, and here Google and Yandex. The fact is that they will help us show one more statistics on your newsletter. And, as I wrote above, help segment your base.

What statistics will be discussed?

It will help you find out how long it takes to read your letter. How many letters are deleted. Some of your subscribers are men and some are women. As well as a map of the paths on the site, and the ability to observe at what stage your subscriber left you. But this is a completely different conversation.

By combining the two statistics as one, you can cover many holes in your business through which your customers leak.

To summarize

I specifically did not talk about how to configure this. Because this is the topic of another article. And we'll talk about her later.

I also did not talk about spam, because you are sending newsletters to your customers. And there should be no spam. Nevertheless, it is, even if you send on your base.

I wanted to talk specifically about statistics that can be observed and take measures to improve it. And introduce new tools to improve email marketing.

Therefore, you need to constantly work on your email campaign and see the big in the small.

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