One of the advantages of email marketing, autoresponders in particularly, is it can be easy to set and forget. Once you’ve got your messages queued up and start collecting opt-ins, it doesn’t need much maintenance. But if you don’t track your results, chances are good that you’re leaving money on the table. Let’s look at what you should be keeping an eye on.
Most of the big email providers like GetResponse and Aweber will give you stats for various things like open rates, click rates, bounce rates, and so on. Two of the most important things to track are your open rate and clickthrough rate.
These numbers will tell you how many people are opening your emails and how many people are clicking through on the links in them. Assuming there are links in the email, of course. Chances are you’ll send some without any.
When you track these numbers, you can test different subject lines or link text and see which ones give you better results. Most autoresponder companies let you split test your messages by sending a different version of the email to different parts of your list. This lets you test different options within the same email and see which one performs better.
Another thing you can track is sales conversions. This can be a little more technical to set up, since you’re going to have to pass tracking information from the email through to your website. If this is outside your comfort zone, it won’t cost you much to outsource it. Someone who knows how to set it up can do it pretty quickly.
By tracking these conversions, you’ll know which emails are most effective at converting your readers. If you’re promoting the same offer in more than one email, you want to know which ones are actually converting into sales.
If you want to get really detailed tracking, you could even tag each link within the same message separately so you can see which specific link is driving sales. How detailed you go with this stuff is up to you, just keep in mind that there is a point where the time you need to invest isn’t worth the extra data you get out of it.
Tracking this information is easy with a spreadsheet like MS Excel or Google Docs. This lets you track the results over time, and you can use that data to perform “what if” calculations or generate graphs to make it easy to see how your results are trending.
Learn more about list building by watching my Autoresponder Magic Video course now at http://www.AutoresponderMagic.net