In the business climate today, enterprise organizations have more difficulty getting an email into a consumer’s inbox than getting a paper letter delivered to their mailbox.
Our recent consumer survey showed that 63% of consumers have more than one email address, 18% created a new email address in the last year, and 23% have given up an inactive email address this year. That’s a lot of change for any CRM!
Still, many companies use email for customer outreach because customers want it, and it’s fast and low cost. If you’re one of them, you might wonder if your email strategy is working.
We’ve found many companies don’t have the full story on email — myths and misinformation abound. Plus, campaign results are often a mixed bag. And the pace of business makes it far too easy to focus on the most current effort while discounting the overall process.
So, let's look at email metrics — and how to address negative results that crop up.
You're probably already familiar with the metrics for email campaigns:
Many organizations have target ranges for positive KPIs based on past experiences. However, due to industry changes related to email privacy in recent years, it’s become increasingly difficult to understand the effectiveness of campaigns – even with positive numbers.
Shifts in negative KPIs — such as a sudden increase in hard bounce rates or unsubscribes — have historically been ignored if open rates or click-through rates met or exceeded expectations. Why? With so many variables involved in emails (including subject lines, frequency, calls to action, formatting, etc.), organizations tend to focus on testing and optimizing the positives over investigating the negatives — and yet, negative KPIs are incredibly important, too.
Email inbox response, like other consumer behaviors, can be unpredictable. That doesn’t mean you throw caution to the wind when you hit send. There are three areas where companies CAN make an impact that benefits their delivery success rate:
Use negative KPIs to help you optimize
Your email metrics can help inform email strategies and more effective campaigns. While it’s tempting to focus exclusively on open and click-through rates to define success, exploring what’s behind bounce rates and unsubscribes AND taking action can add up to a win.To find value in your KPIs:
Give your email campaigns the support they deserve. Learn how TruContactTM Email Behavior Intelligence, powered by Neustar®, helps increase email delivery rates, drive consumer engagement, and reduce privacy, compliance, and financial risks — while providing a proven way to keep CRM data up to date.
Email Behavior Intelligence is part of our TruContact suite of Customer Contact Intelligence solutions.