Was sind die besten Möglichkeiten, den Erfolg des E-Mail-Marketings zu verfolgen?

Your email list should ultimately make you money. That should be the end all be all KPI. That being said, there’s a lot that goes into making money from email. The first is be as helpful as possible. You’ll want to add tons of values for your subscribers and give give give before you even think about asking for the sale. You need to build goodwill and trust if you have any shot at making money. Too many people skip to the end goal and ignore all the things along the way that are required to get there.

More than defining goals, my experience has shown that success occurs when you invest in defining and segmenting your audience. I have heard of generic emails being sent to the whole database resulting in blacklisting, spam reporting and unsubscribes. By starting with a good definition of who to target, the goals can be effectively defined, the route to success mapped, tested and validated and the media used in the campaign cross-referenced for relevance.

To track email marketing success, start by setting clear goals like increasing leads or boosting sales. Use metrics like open rates and click-through rates, and tools like Mailchimp and Google Analytics to measure performance. Continuously test and optimize your campaigns, and learn from industry leaders to refine your strategies. Focus on building trust with your audience by delivering value before aiming for sales. By setting goals, using the right tools, and refining your approach, you can achieve better email marketing results.

I take the time to reflect on what I aim to accomplish with each campaign. By clarifying my goals upfront, I can tailor my strategies and select metrics that truly reflect the outcomes I'm striving for. Whether it's monitoring open rates, click-through rates, conversion rates, or other key indicators, aligning metrics with my objectives ensures that I'm measuring the right aspects of success and making informed decisions to drive continuous improvement in my email marketing efforts.

Always compare yourself against yourself, and be aware of what influences higher than average results. Period over period performance, or same day / week / month last year(s) can be absolutely invaluable. Also understanding the relationships between the different yet related metrics as you progress down the funnel from delivery, to open, to read, to click, then hopefully CTA and ultimately revenue. Using data science we can now quantify the relationship between two different metrics. Answering if it is positive or negative, and to what extent. Being able to scope, correlate, compare and contrast data points is necessary if you are trying to maximize profit from your email operations.

Now that Apple MPP is in play, just looking at how many people open your emails might not show the true picture of how well they're doing. Marketers are now paying more attention to click and engagement rates to measure success.

I keep a close eye on open rates, as they indicate initial interest and engagement with my content. Click-through rates help me understand how compelling my calls-to-action are and if they're driving desired actions. Conversion rates are the ultimate measure of success, revealing how many recipients are taking the desired actions, whether it's making a purchase or signing up. Bounce and unsubscribe rates offer critical feedback on list health and content relevance, allowing me to refine my targeting and messaging strategies. Finally, ROI ties it all together, showing the tangible impact of my email campaigns on the bottom line.

On top of the general metrics like revenue, opens and clicks, you’ll need to figure out the metrics to track based on the goals you’ve defined. Let’s say you implement a size guide into your order confirmation email as a final attempt to help people choose the correct size and decrease returns. You’d obviously want to track the return rate after this change. Email can be used much more comprehensively than just as a revenue-increasing tool. Pick your goals, and pick the KPIs that help you track them.

To effectively track email marketing success, choose your metrics wisely. Focus on: - Open rates: Gauge initial engagement. - Click-through rates (CTR): Measure interest and engagement with your content. - Conversion rates: Track how many recipients take desired actions. - Bounce rates: Assess email deliverability and list quality. - Unsubscribe rates: Monitor audience satisfaction and retention. - Return on investment (ROI): Analyze the overall effectiveness and profitability of your email campaigns.

The Email ecosystem is complicated and having the right monitoring in place is critical to make sure your ESP, the mailbox providers, spam filters, and blocklists are happy with you in addition to your subscribers (no pressure). There are a number of free and paid email tools in addition to your ESP which are necessary if email is important to your business. Google Postmaster Tools, SNDS, Blocklist monitoring, DMARC reporting (especially with the changes coming to Gmail and Yahoo!), Inbox placement testing, design rendering, and so many more. You'll also need the expertise to assess what the tools listed above are telling you. Email is complicated, but finding partners with the right expertise can make it easier.

Opens, clicks, and site traffic are easy, but deliverability (i.e., how much of email is landing in the inbox) not so much -- as these metrics are rarely available at or baked into most ESPs. Deliverability is arguably the most important metric. After all, if your email is not delivered to the inbox, it's all for naught. As my colleague LB mentioned, start with Google Postmaster Tools, and SNDS (both services are free) but if you want to know what percentage of your emails are landing where, then you'll want to benchmark, and then monitor, your deliverability to ensure you're getting the ROI you expect.

Choosing your ESP depends on plenty of factors and reasons. What do you want/need your ESP to do? How are you planning on using it? What's your niche? What other platforms/tools are a part of your existing tech stack? Only after you know what you're looking for in terms of capabilities, that's when you can choose an ESP wisely. You want to choose the right one as much as possible because migrating your list is a big pain for everyone involved. Avoid choosing one of the big platforms blindly just because they have a big name/good marketing/have been around for a while and are a staple name. In most cases, those ESPs are not ones that I would recommend.

There are a lot of tools that will help you send and analyze email marketing results. Some come as one size fits all. It rarely is true in practice. Tools were made with specific uses cases in mind. Later they tried to catch a pie of another industry that they see evolving. If you are into e-commerce then you can use: Klaviyo Omnisend Sendlane Drip The attribution is fairly accurate. Too many tools are a distraction - causing analysis paralysis. Stick to as few tools as possible.

Since Apple's MPP is in place, using open rates to measure email campaign success isn't the best. You should concentrate on engagement or click rates when choosing a tool. Look for ones that encourage clicks. Interactive emails, like those made with Mailmodo, can amp up engagement.

There has to be a solid structure to testing emails. With each successful results you need to stack the success and build on top of it. Repeat the testing for many times before arriving to a conclusion. Focus on things that take less time but make the most amount of difference. Some of the tests we do are in this order: Send Time/Send Delay Subject Line - Question vs Statement Subject Line - Name vs No-Name Subject Line - Personalized vs Standardized Subject Line - First Person vs Second Person Subject Line - Emoji's vs No-Emoji's Offers: Percentage vs Amount Design: CTA placement and color

It's not just about sending out emails and hoping for the best—it's about continuously refining and improving your approach. I regularly experiment with various elements of my campaigns, from subject lines to segmentation strategies, to see what resonates most with my audience. By analyzing the results and adapting accordingly, I can enhance open rates, click-through rates, and ultimately, conversions. This iterative process not only boosts campaign performance but also deepens my understanding of my audience's preferences and behaviours, enabling me to deliver more relevant and impactful content with each email sent.

Something that hinders even the greatest marketing professionals is guesswork. In other words: assuming that the list will like this or that. That's why I like to "test" new offers and products in the most powerful way possible: by asking. Talk to your base, call your customers, create surveys... even if you have to reward them for it. The point is: You can test 1001 different offers, exhaust your base, and waste money, or... You can actually discover the needs of your audience and what they truly want. Then you can build profitable campaigns. This way, your tests will be effective, and your campaigns will be as precise as a guided missile :)

Many marketers think that testing is limited to A/B-split testing or email design testing. Though these have their merit (for good reason too), there are a multitude of email components you can test. - Test which time of day works best for your email sends. - Test which segment of your audience is providing you with the highest conversions - Test your campaigns in dark mode and always on mobile - Test how accessible or screen reader-friendly your emails are There are so many tests you can run, and incremental improvements you make over time will only improve your email success and your audience's engagement with your emails.

Please please please get creative with your emails. Be brave, bold and try something new. Even if it falls flat, you've learnt something new. Just make sure you have a strategy behind it and you're doing it intentionally.

Who writes the most converting copy? Your customers. Just check your email and sms replies. They will tell you how to sell to them. Just listen. 💡

Subscribing to newsletters and blogs dedicated to email marketing keeps me informed about the latest trends and innovations, providing fresh insights to fuel my own campaigns. By studying the approaches of those who excel in the craft, I not only gain inspiration but also uncover valuable lessons to apply to my own email initiatives. This continuous learning process not only enriches my understanding of effective email marketing but also empowers me to stay ahead of the curve and achieve greater success in my endeavours.

Youtube is a vast source of information for a niche domain like Email Marketing. My objective is to listen to all email marketing videos in youtube over the next few months. Some of them are saying the same thing with a different flavor but hey, repetition is the mother of learning, right?

To learn from others in email marketing, think of it like being in a friendly cooking competition. Taste the dishes of successful chefs (or marketers), figure out their secret ingredients, and then add your unique twist to create a winning recipe. It's about borrowing flavors, not copying the whole menu. Just like in cooking, the best dishes (or campaigns) come from a dash of inspiration and your own signature spice.

+ Engagement Metrics: These metrics track subscriber interactions with your email content, such as opening specific links, scrolling depth, or clicking on images/videos. + Revenue Generated:Track the revenue directly generated from your email marketing campaigns. This could be through sales linked within emails or discount codes used at checkout. Also, Track Multiple Metrics: Don't rely solely on open rates. A holistic view of various metrics paints a clearer picture of your campaign's performance. Set Goals and KPIs: Define specific goals (e.g., increase open rates by 10%) and key performance indicators (KPIs) to track progress and measure success.

Sending an email to 100,000 people is not a strategy! Rarely will a single email capture the attention and desire of your target audience. Think about how you can use email as a strategic tool to build a relationship over time. Not just a one-way relationship with you shouting "Buy my product" at the reader, but a two-way relationship where you become a part of the reader's day through giving information or some other value. Use nurture campaigns to build on the reader's interest and give value based on their interactions with your content.

It's not 1999 anymore. It's important to consider the entire journey and experience a subscriber has. Broadcasting to your entire list doesn't work anymore. If your goal for email marketing is to book a call/appointment or sell a program/course, you need to have sequences that build trust, show expertise, and give value without expectation of getting anything in return. Have emails create and build the relationship by teasing what's coming up and leaving open loops for the subscriber to want to receive your next email. Then when the behavior or actions of the subscriber makes sense for a hard push to close, pull them out and into a sequence that does that because they've raised their hand to be helped further.

Here’s what else I can consider Ask subscribers for input. Are they finding value in your emails? Incorporating their suggestions can enhance your campaigns. Look beyond basic metrics like open rates. Consider if your emails are truly connecting with your audience and building brand loyalty. Focus on meaningful interactions, not just clicks. Are subscribers actively participating in polls or discussions initiated by your emails? And the last one!! Take cues from successful email marketers who think outside the box. Try new tactics and storytelling approaches to stand out.

Simply sending an email to a large audience isn't a strategy. It's rare for one email to captivate everyone. Instead, consider using email strategically to build relationships over time. This means moving beyond one-way communication where you're just pushing your product. Aim for a two-way relationship where you provide value by giving information or something else meaningful. Use nurture campaigns to deepen engagement based on the reader's interests and interactions.