January 8, 2012

How Email Comparison Works in BringShare

We don’t need to tell you that email marketing can be tricky. You know all about those overzealous spam blockers. Then there are those people who mark you as spam even though they opted in to receive your emails. In a word – annoying.

We feel your pain, which is why BringShare was designed to make understanding your email campaigns easier and more intuitive than anything you’ve seen. BringShare’s Email Comparison tool shows you which emails performed best and why.

Email Comparison automatically pulls your last five campaign emails and compares them using performance metrics that you care about the most – Opens, Clickthrough, Average Time on Site and Sales/Leads.

 

Then you can click the Performance Funnel Diagrams tab at the top to get an even better perspective. In this view, you can see a side-by-side comparison of each email and how they performed.

 

1.

OPENS/OPEN RATE – Look at the email with the best open rate. That email likely had the strongest subject line or it was sent at the ideal time. Pay attention to these two things and test sending other emails the same way

2.

CLICKTHROUGH RATE – This is an indication of two things: either great content or a great offer. Study the emails that have the highest CTR and compare them to the ones with the lowest CTR. You’ll probably see an obvious difference between the two.

3.

BOUNCE / BOUNCE RATE – Are people bouncing off your site? In other words, did they clickthrough to your site and then leave without doing anything? A high bounce rate typically means that you didn’t take them to a relevant page on your site. If your email talks about zebras and they land on a page of your site that speaks about ring-tailed lemurs, that’s a pretty major disconnect and a bounce waiting to happen. Test your links and make sure there is a relevant connection from the email to web link.

4.

SALES/LEADS/CONVERSIONS – This is where the rubber meets the road. You have to be succeeding on all of the above in order for this metric to look good. If you have a low conversion rate, perhaps you need to rethink your offer, your price, your call to action or the simplicity of your checkout process.

 

Smart data makes for smart decisions. Email Comparison is just one tool in the BringShare toolbox that will help you get the most out of your email and Internet marketing metrics.

 

We hope you find this as eye opening as we do.

 

BringShare is digital marketing software that pulls all of your digital marketing data into one convenient place, saving you time and money. Sign up for a free trial of BringShare to get started with your SEO, Email Marketing, Social Media, Paid Search and Website Performance Dashboards. We make it easy to track all of your digital marketing analytics in one place.

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