Most email marketing solutions give you
stats on opens, click-thru’s and so on. These stats
only give you a limited insight into the performance.
For
example if you have a low click-thru rate is that because
not many people opened the email? In this instance it is
better to look at the percentage of people who opened the
email to clicking through. This will give you a more accurate
understanding of how appealing your content is.
If this
shows that actually the people opening it were clicking
through then think about the subject line and perhaps when
you send your email rather than varying the content.
Here
is how Maxemail displays this report:
As you
can see it is not a traditional funnel as our experience
is that this is too difficult to read accurately by the
time you get to the ROI calculations.
For
more information on the new reports available in Maxemail
call 01327 350921.
