There’s more to a successful email campaign than a list of addresses and a functioning “send” button.
Understanding what’s working for your business emails is all about analysis. You can’t really figure out how to improve your results if you don’t even know what your results are.
Metrics are the measuring stick by which you measure your business’ email campaign performance. Having the right metrics in place ensures you’re paying attention to what matters (and not getting caught up on what doesn’t) so you can make adjustments down the line. Adjustments are what grow your business.
Manufacturers, in particular, have specific considerations to keep in mind when it comes to email marketing. Here are three email success metrics every manufacturer needs to be tracking.
- Conversion Rate
It’s easy to get hung up on the click-through rate of your email campaign, but what manufacturers should really be paying attention to is the conversion rate. The conversion rate of an email campaign reflects the number of people who complete the action you desire. In essence, how well are your emails’ Calls-to-Action working?
Whether you want readers to download an eBook, fill out a form, or send the sales department an email, understanding how many people complete that action tells you a lot. Not many people are proceeding…are you providing enough incentive? More people than expected are moving forward…should your offer be moving customers even further down the purchasing funnel?
- Unsubscribe Rate
It hurts to be unsubscribed. But knowing how many people actively don’t want your content is useful information. The next step is figuring out why your content isn’t connecting…then doing something about it.
For example, maybe the content you’re sending out isn’t as relevant as you thought it was to your audience. That can be solved by reworking your buyer personas! Or maybe you’re sending out so many emails people are getting annoyed, not incentivized. That’s an easy scheduling fix. Knowledge is power, and power is actionable.
- Action Rate Over Time
Have you ever woken up to 25+ emails in your inbox, only to delete the ones that aren’t important in that moment? Of course you have, and so have your potential customers. Manufacturing cycles are specific, so having a good grasp on when to reach out your audience is half the battle.
Determine when (as in what time of day, what day of the week, and even what month) your customers are most likely to open your emails, then build on that information. You might find that you get the most traction sending downloadable content, for example, when you shoot out emails right before the lunch hour. It’s a little bit of trial and error, but it can help you plan for more effective scheduling in the future.
Manufacturers need marketing automation, including email. If your manufacturing company isn’t benefitting from the myriad opportunities available through email marketing, you’re leaving money on the table. Email marketing helps you grow, helps you sustain, and helps shore up your longstanding relationships.
Synchronicity knows email marketing for manufacturers.