Conversion rates, clicks, and opens are just some of the metrics that email marketers spend ages analyzing and interpreting. Marketers frequently have the right tools to view this type of basic data regarding their campaigns, but they rarely go beyond such preliminary data to see more advanced information.
Having the basic data in front of you is one thing, but acting upon the data and creating a new marketing strategy based on upper-level analytics is a step that all successful marketers have to take.
To help you create email campaigns that influence your subscribers and increase ROI, we’re not only going to discuss advanced analytic features but also going to show you how to use them in your upcoming campaigns to increase engagement.
1. Evaluate your email engagement
One major benefits of advanced analytics software is that it can show you how long subscribers have your emails up and running. Seeing how long subscribers are viewing your content can reveal whether your email marketing strategy is having an actual impact.
The following time periods are generally considered the ranges for deleting, skimming, and reading emails:
- Glancing at/deleting the email—2 seconds or less
- Skimming the email—3-7 seconds
- Reading the email—8 seconds or more
Advanced analytics can provide you with a data model called an “engagement time distribution.” Here’s one of those models:
Engagement distributions show you how much time your subscribers are spending with your emails open. In this example, among all the email opens, 64% of your subscribers read the email. However, the distribution also shows that about a quarter of your subscribers deleted the email without even reading it. The data provided in this distribution is helpful because if you see high delete rates for an email campaign, you can analyze what you did differently and eliminate those ineffective practices.
With this kind of reporting, you can also see engagement according to device, as seen in these graphs:
That information allows you to optimize your emails for different devices. If the percentage of your subscribers actually reading the email was much lower on mobile devices, then the formatting of your email might be a problem for your mobile clients.
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