Regularly reviewing key email metrics helps identify strengths and areas for improvement in your campaigns.

'We've had a quick look at your open rates, your click rates, your unsubscribes, and your conversions. So I guess my question to you is, what do you think is your weakest area? What's your strongest area? And what's the big one action you are going to take out of this to help improve your rates?'

Takeaway:

• Monitor open rates, click rates, unsubscribes, and conversions.
• Identify your weakest and strongest metrics for targeted improvements.
• Set actionable goals based on your metrics analysis.

With changes in email privacy affecting open rate accuracy, marketers need to adjust their strategies to maintain effective engagement tracking.

'Now, that does not mean 52% of your opens are false opens. Obviously still a portion of them are legitimately opening, but it does show that these are a little bit artificially inflated, which means the actual more important metric for you is your click rate. This will really tell you if your audience is engaging.'

Takeaway:

• Recognize that open rates may be inflated due to privacy changes.
• Shift focus to click rates for a more accurate measure of engagement.
• Update your strategies to account for these changes in metrics.

Segmenting your audience allows you to send more relevant content, increasing engagement and improving metrics.

'But you could start looking at segmenting as well and sending to smaller groups of subscribers, and that's all about increasing the relevance. So you're sending your emails to smaller groups and maybe more emails, but you are making them more specific just to them.'

Takeaway:

• Segmented emails are more relevant to subscribers.
• Increased relevance leads to higher engagement and better metrics.
• Consider sending targeted content to different audience segments.

Effective email design and layout can significantly improve click rates by making calls to action more prominent.

'I would be looking at your email design and the layout and just making sure your calls to action are really obvious, that you've got buttons, contrasting text links. You're really using great conversion copy, so you're really making it obvious where you want people to go and what you want them to click on and do.'

Takeaway:

• Ensure calls to action are clear and visually prominent.
• Use contrasting colors and buttons to draw attention.
• Craft compelling copy to guide subscribers toward desired actions.

If your engagement metrics are strong, increasing email frequency can further boost your results without fatiguing your audience.

'And if you are sitting over 50% or over 45% for e-commerce, you are doing amazing. Keep it up, pat on the back. Definitely look at this combined with your other email metrics, and I would be considering actually emailing a little bit more than you are as well.'

Takeaway:

• High open and click rates indicate your audience is responsive.
• Consider increasing email frequency to capitalize on engagement.
• Monitor metrics to ensure increased frequency doesn't lead to fatigue.

Simplifying the booking or purchasing process can significantly increase your sales conversion rates.

'About, you know, 40% of people who said, yes, I'm interested, booked a meeting with sales if there was no immediate booking option. But 66.7% did if there was some sort of immediate booking option. Meaning 122% improvement if you have a way that someone can book in with you immediately without having to jump through hurdles.'

Takeaway:

• Provide immediate booking or purchase options to reduce friction.
• Simplify the customer journey to enhance conversion rates.
• Use tools like appointment booking software or direct checkout links.

Improving your email conversion rates is key to driving sales and achieving your marketing goals.

'I would be looking at adding some extra conversion-driving factors. Social proof, testimonials, having snapshot answers to questions about shipping and sizing and links and those sorts of things. Anything that can visually or just through one little click, people get some answers and some of those guarantees and that risk reversal content.'

Takeaway:

• Add social proof and testimonials to build trust with subscribers.
• Include quick answers to common questions to reduce purchase barriers.
• Incorporate conversion-focused content that addresses customer concerns.

Click rates are a vital indicator of subscriber engagement. Improving them can enhance deliverability and boost campaign success.

'Are you linking to additional content, to blogs, to podcasts, to videos, to your social media? Are you having just different clickable links that are to vote on things? You know, are you using some of the extra engagement tools that you can use to help improve those click rates and that engagement.'

Takeaway:

• Include multiple types of calls to action in your emails.
• Link to diverse content like blogs, videos, and social media to entice clicks.
• Use interactive elements to engage subscribers and encourage clicking.

With recent changes in email privacy, relying solely on open rates can be misleading. Focusing on click rates offers a more accurate measure of engagement.

'One note on all of these open rates is they are not as reliable as they used to be. They used to actually be significantly lower. And that's because of the Apple Mail Privacy protection rules, which basically means that unless someone has their privacy protection turned off on an Apple device, then it will automatically say an email is opened.'

Takeaway:

• Understand that open rates may be artificially inflated due to privacy protections.
• Prioritize click rates to gauge true subscriber engagement.
• Adjust your strategies to focus on encouraging clicks within your emails.

Keeping track of your email engagement metrics is crucial for optimizing your campaigns, but it doesn't always require a deep dive. A simple 5-minute checkup can provide valuable insights.

'At the time of recording this, we are reaching the midpoint of the year. So end of June in Australia, it's the end of financial year, it's the end of the quarter. So this is a fantastic time to do a quick check of your numbers. Of course, I would love you to do something really comprehensive and do a deep dive, but I recognize that is not always possible.'

Takeaway:

• Perform regular quick checkups on your email metrics to stay informed.
• Focus on key metrics like opens, clicks, unsubscribes, and conversion rates.
• Quick reviews help identify areas for improvement without consuming too much time.