Kusanthula & KuyesaKutsatsa kwa Imelo & Zodzichitira

Ma Metrics Otsatsa Imelo: Zizindikiro 12 Zofunikira Zomwe Muyenera Kuziyang'anira

Mukamawona makampeni anu a imelo, pali ma metric angapo omwe muyenera kuyang'ana kwambiri kuti muwongolere ntchito yanu yonse yotsatsa maimelo. Makhalidwe a imelo ndi matekinoloje asintha pakapita nthawi - choncho onetsetsani kuti mwasintha njira zomwe mumayang'anira momwe imelo yanu ikugwirira ntchito.

Zindikirani: Nthawi zina mudzawona kuti ndikugwiritsa ntchito Imelo adilesi ndi malo ena, Email m'njira pansipa. Chifukwa chake ndikuti mabanja ena amagawana imelo adilesi. Chitsanzo: Nditha kukhala ndi maakaunti awiri a foni yam'manja ndi kampani yomwe imabwera ku imelo yomweyi. Izi zikutanthauza kuti nditumiza maimelo awiri ku adilesi inayake ya imelo (monga momwe wolembetsa adafunsidwa); komabe, ngati wolembetsayo achitapo kanthu ngati osalembetsa… Nditha kutsatira pamlingo wa adilesi ya imelo. Ndikukhulupirira kuti ndizomveka!

  1. Madandaulo a Spam - opereka maimelo akuluakulu monga Google amalandila maimelo ambiri kuchokera kwa omwe amapereka maimelo kuti nthawi zambiri amakhala ndi mbiri kwa aliyense wotumiza ndi adilesi ya IP. Ngati mupeza olembetsa ochulukirapo omwe akuwonetsa imelo yanu ngati sipamu, maimelo anu onse amatha kutumizidwa kufoda yopanda pake ndipo simukuzindikira. Njira zingapo zochepetsera madandaulo a sipamu ndikupereka mwayi wolowa kawiri pazolembetsa, osalowetsamo mindandanda yogulidwa, ndikupatsa olembetsa anu mwayi wosintha zolembetsa zawo kapena kusiya kulembetsa popanda kuyesetsa kwambiri.
  2. Malipiro ochepa - mitengo yotsika ndi chizindikiro china chofunikira kwa opereka makalata pamakalata anu a imelo. Mitengo yotsika kwambiri ikhoza kukhala chizindikiro kwa iwo kuti mukuwonjezera ma imelo omwe mwina agulidwa. Maadiresi a imelo amayenda pang'ono, makamaka muzamalonda pamene anthu amasiya ntchito. Ngati muyamba kuwona mitengo yanu yolimba ikukwera, mutha kugwiritsa ntchito zina tchulani ntchito zoyeretsa pafupipafupi kuti muchepetse adilesi yosadziwika ya imelo.
  3. Mandalama - Mapangidwe a imelo yanu ndi zomwe zili patsamba lanu ndizofunikira kwambiri kuti olembetsa anu azikhala otanganidwa ndikuwatsogolera ku zomwe mukufuna. Kudzipatula kungakhale chizindikiro kuti mumatumizanso nthawi zambiri ndikusokoneza olembetsa anu. Yesani mapangidwe anu pamapulatifomu, yang'anani mitengo yotseguka komanso yodumphadumpha pamaimelo anu, ndipo perekani olembetsa anu ma frequency osiyanasiyana kuti muwasunge.
Unsubscribe Rate = ((Number of Email Addresses who unsubscribed) /(Number of Email Addresses Sent – Number of Email Addresses Bounced)) * 100%
  1. Mtengo Wogula - akuti mpaka 30% ya mndandanda akhoza kusintha ma adilesi a imelo m'kupita kwa chaka! Izi zikutanthauza kuti kuti mndandanda wanu upitirire kukula, muyenera kusunga ndikulimbikitsa mndandanda wanu komanso kusunga ena onse omwe adalembetsa kuti akhale athanzi. Ndi angati olembetsa omwe amatayika pa sabata ndipo ndi angati olembetsa atsopano omwe mumapeza? Mungafunike kulimbikitsa bwino mafomu olowa nawo, zotsatsa, ndi kuyitanira kuti muchitepo kanthu kuti mukope alendo kuti alembetse.

Kusunga mndandanda kumathanso kuyezedwa mutadziwa kuti ndi angati olembetsa omwe amapeza poyerekeza ndi omwe atayika munthawi yomwe yaperekedwa. Izi zimadziwika kuti zanu kuchuluka kwa olembetsa ndipo akhoza kukupatsirani ma metric omwe muyenera kumvetsetsa ndandanda kukula.

  1. Kuyika Makalata Obwera - kupewa mafayilo a SPAM ndi zosefera za Junk ziyenera kuyang'aniridwa ngati muli ndi olembetsa ambiri (100k +). Mbiri ya wotumiza wanu, verbiage yogwiritsidwa ntchito pamizere yanu ndi uthenga thupi… zonsezi ndi metrics yovuta kuwunika kuti si amaperekedwa ndi imelo malonda athandizi. Othandizira maimelo amayang'anira momwe zingakhalire, osati kuyika ma inbox. Mwanjira ina, maimelo anu atha kutumizidwa… koma mwachindunji ku zosefera zopanda pake. Mufunika nsanja ngati 250ok kuti muwunikire ma inbox yanu.
Deliverability Rate = ((Number of Email Addresses Sent – Number of Email Addresses Bounced) / (Number of Email Addresses Sent)) * 100%
  1. Wotumiza Wotchuka - Pamodzi ndi kuyika kwa ma inbox ndi mbiri ya wotumiza. Kodi ali pamndandanda uliwonse wakuda? Kodi zolemba zawo zakhazikitsidwa moyenera kuti Opereka Utumiki Wapaintaneti (ISPs) azilumikizana ndikutsimikizira kuti ndi ololedwa kutumiza imelo yanu? Izi ndizovuta zomwe nthawi zambiri zimafunikira a kuperekera mlangizi kukuthandizani kukhazikitsa ndi kuyang'anira ma seva anu kapena kutsimikizira ntchito za anthu ena omwe mukutumizako. Ngati mukugwiritsa ntchito munthu wina, atha kukhala ndi mbiri yoyipa yomwe imalowetsa maimelo anu mufoda yazakudya kapena kutsekedwa kwathunthu. Anthu ena amagwiritsa ntchito SenderScore pa izi, koma ma ISP sayang'anira SenderScore yanu… ISP iliyonse ili ndi njira zake zowunikira mbiri yanu.
  2. Mtengo Wotseguka - Kutsegula kumayang'aniridwa ndikukhala ndi pixel yotsata yomwe imaphatikizidwa ndi imelo iliyonse. Popeza makasitomala ambiri amaimitsa zithunzi, kumbukirani kuti mulingo wanu wotseguka nthawi zonse uzikhala wapamwamba kwambiri kuposa momwe mumawonera imelo yanu analytics. Mawonekedwe otseguka ndiofunikira kuwonera chifukwa amaloza momwe mukulembera mizere yamitu komanso momwe zinthu zanu zilili zofunikira kwa omwe adalembetsa.
Open Rate = ((Number of Emails Opened) /(Number of Emails Sent – Number of Emails Bounced)) * 100%
  1. Dinani-Kudzera Mlingo (CTR) - Kodi mukufuna kuti anthu achite chiyani ndi maimelo anu? Kuyendera maulendo obwerera kutsamba lanu ndi (mwachiyembekezo) njira yoyamba yotsatsa maimelo anu. Kuwonetsetsa kuti mumayitanira kuchitapo kanthu mwamphamvu mumaimelo anu ndipo mukulimbikitsa maulalowo moyenera kuyenera kuphatikizidwa munjira zopangira komanso kukhathamiritsa zomwe zili.
Click-Through Rate = ((Number of unique Emails clicked) /(Number of Emails Sent – Number of Emails Bounced)) * 100%
  1. Dinani kuti mutsegule - (CTO or CTOR) Mwa anthu omwe adatsegula imelo yanu, kodi mumadula bwanji? Zimawerengedwa potenga chiwerengero cha olembetsa apadera omwe adadina kampeni ndikugawa ndi chiwerengero chapadera cha olembetsa omwe adatsegula imelo. Ichi ndi metric yofunika chifukwa imawerengera kuchuluka kwa zomwe zikuchitika mu kampeni iliyonse.
  2. Mphoto ya Kutembenuka - Ndiye mwawapangitsa kuti adina, kodi adatembenuzadi? Kutsata kutembenuka ndi gawo la opereka maimelo ambiri omwe sanatengerepo mwayi momwe ayenera kukhalira. Pamafunika kachidutswa kakang'ono patsamba lanu lotsimikizira kuti mulembetse, kutsitsa, kapena kugula. Kutsata kutembenuka kumapititsa chidziwitso ku imelo analytics kuti mwatsiriza kale kuyitanitsa kuchitidwe komwe kudakwezedwa mu imelo.
Conversion Rate = ((Number of Unique Emails resulting in a Conversion) /(Number of Emails Sent – Number of Emails Bounced)) * 100%

Mukamvetsetsa kufunika kwa kutembenuka kwanu pakapita nthawi, mutha kulosera bwino zanu ndalama zapakati pa imelo yotumizidwa ndi mtengo wapakati wa aliyense wolembetsa. Kumvetsetsa ma metrics ofunikirawa kungakuthandizeni kulungamitsa zoyeserera zowonjezera zogulira kapena kuchotsera kutengera kukula kwa mndandanda.

Return on Marketing Investment = (Revenue obtained from Email Campaign / ((Cost per Email * Total Emails Sent) + Human Resources + Incentive Cost))) * 100%
Subscriber Value = (Annual Email Revenue – Annual Email Marketing Costs) / (Total Number of Email Addresses * Annual Retention Rate)
  1. Mobile Open Rate - Izi ndizokulu kwambiri masiku ano ... mu B2B maimelo anu ambiri amatsegulidwa pafoni. Izi zikutanthauza kuti muyenera kusamala kwambiri momwe anu mizere yamitu imamangidwa ndikuwonetsetsa kuti mukugwiritsa ntchito maimelo omvera a imelo kuti ziwonedwe bwino ndikusintha mitengo yonse yotseguka ndikudina.
  2. Mtengo Wotsogolera - (VOO) Pamapeto pake, kutsatira adilesi ya imelo kuchokera pakulembetsa, kudzera mukulera, kudzera mu kutembenuka ndikofunikira pamene mukuyezera momwe maimelo amagwirira ntchito. Ngakhale mitengo yosinthira ikhoza kukhala yosasinthasintha, kuchuluka kwa olembetsa ndalama kumatha kusiyanasiyana pang'ono.

Ambiri mwamakampani amakhudzidwa ndi izi chiwerengero cha olembetsa imelo ali ndi. Posachedwapa tinali ndi kasitomala yemwe adalemba ntchito bungwe kuti liwathandize kukulitsa mndandanda wawo wa imelo ndipo adalimbikitsidwa pakukula kwa mndandanda. Pamene tidasanthula mndandandawu, tidapeza kuti ambiri omwe adapeza adakhudzidwa pang'ono kapena alibe chilichonse pamtengo wa pulogalamu yawo ya imelo. M'malo mwake, tikukhulupirira kuti kusowa kwa mafungulo ndikudina kuwononga mbiri yawo yonse ya imelo.

Tidayeretsa mndandanda wawo ndikuchotsa pafupifupi 80% ya omwe adalembetsa omwe sanatsegule kapena kudina m'masiku 90 apitawa. Tidayang'anira momwe ma inbox awo adayika pakapita nthawi ndipo zidakwera kwambiri… ndipo zolembetsa zotsatizana ndi kudina kuti muchitepo zinawonjezekanso. (Osati mulingo, ziwerengero zenizeni). Osanenapo kuti tidawapulumutsa ndalama zambiri papulatifomu yawo ya imelo - yomwe idalipira ndi kuchuluka kwa omwe adalembetsa!

Email Marketing Analytics

Pali buku labwino kwambiri kuchokera ku Himanshu Sharma pa chilichonse chomwe mungafune kuti mumvetsetse za kusanthula kwa imelo.

Phunzirani Zofunikira za Kutsatsa kwa Imelo kwa Imelo: Ulendo wochokera ku Ma Inbox Placement to Conversion

Bukhuli limangoyang'ana pazowunikira zomwe zimathandizira pulogalamu yanu yotsatsa maimelo komanso njira zosinthira kutsatsa kwamaimelo anu. 

Kuitanitsa Bukhu

imelo malonda analytics

Douglas Karr

Douglas Karr ndi CMO OpenINSIGHTS ndi woyambitsa wa Martech Zone. Douglas wathandizira oyambitsa ambiri opambana a MarTech, wathandizira kulimbikira kopitilira $ 5 bil pakugula ndi kuyika kwa Martech, ndipo akupitiliza kuthandiza makampani kukhazikitsa ndikusintha njira zawo zogulitsa ndi zotsatsa. Douglas ndi katswiri wodziwika padziko lonse lapansi wosinthira digito komanso katswiri komanso wokamba nkhani wa MarTech. Douglas ndi mlembi wofalitsidwa wa kalozera wa Dummie komanso buku la utsogoleri wabizinesi.

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