BUSINESS
Tracking both active and inactive metrics
05-08-2009
by denise cox
Make sure that when you monitor your email communications you also take account of what's not being clicked.
Most marketers automatically track email metrics such as identified opens and clicks. But they may be missing the flip side of those metrics. Have you ever asked the question, what have your subscribers not done?
Here’s the range of ‘inactivity’ that should be tracked as well:
- Inactive – Subscribers not identified as having engaged with emails.
- Opened but did not click – Subscribers identified as having opened emails, but never clicking.
- Specific links not clicked – No clicks registered on specific articles, landing pages and/or calls to action.
What to do with this information? First tackle the group who have not been opening or clicking. Assuming this is not a delivery issue, check for the ‘instant recognition’ factor in your from field. Test your subject line, striving for the best ‘open me’ results.
Now tackle the lack of clicks. Look at your layout - does the preview pane encourage readers to scroll down the entire email? Do your headlines and synopsis sell the sizzle to ‘read more’? Check that your calls to actions are visible and easy to act on.
[source: denise cox, Newsweaver.ie]
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