Email is the most used tool in internet marketing. It has been said that your email marketing strategy is more vital than your website itself. Personally I believe that is a chicken an egg argument.
Once you get around to actually blasting out your campaigns either on your own or through a vendor. Things to monitor are:
1) EDM open rate – how many people actually opened up your edm
2) Among the undelivered, how many EDMs were hard bounces and how many were soft bounces.
whatis.techtarget.com defines the 2 as:
A hard bounce is an e-mail message that has been returned to the sender because the recipient’s address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown. When the recipient’s name is known, e-mail may be rejected because the sender’s mail box is full or for other reasons.
A soft bounce is an e-mail message that gets as far as the recipient’s mail server but is bounced back undelivered before it gets to the intended recipient. A soft bounce might occur because the recipient’s inbox is full. A soft bounce message may be deliverable at another time or may be forwarded manually by the network administrator in charge of redirecting mail on the recipient’s domain.
3) The days and timings that the majority of edms were opened. – This could help you time your next campaign
4) You can also set up tracking for the links in your edm to see which content is most popular with your readers. Also you will be able to feature better tailored content in your next campaigns.
5) Unsubscribe rates: If you have an unsubscribe function you should monitor the unsubscribe rates as high unsubscribe rates may mean that your content may not be interesting enough or tailored to your target blast group.
Last of all make sure your your edm complies with anti spam laws. There are also steps that you can take to prevent your edm from landing in peoples junk mail folder.
More on that in the next article.