Email Marketing Software Selection – Tracking Visitors

There needs to be more to email marketing software than just sending a lot of emails out. You really should be able to analyze the performance of your emails. If you are unable to do this with whatever email marketing software you are currently looking at, I would encourage you to go elsewhere. Generally, there are several options out there, but you do not want to find one with too many features that you do not need, nor do you want to use one that does not have the features needed to figure out how your emails or newsletters are performing.

One of the features that email marketing software should have is the ability to track visitors. There is more to email marketing than simply sending out a random email each month. This will show it. Here is how it works. If you send out 10,000 emails with your newsletter, but 1,000 ends up clicking on a link inside of it, then you know that 10% of your subscribers could be considered “responsive subscribers”. This number would actually be considered to be pretty good. Anything below about 5% is considered poor.

So how do I get this number up? This is where the analysis comes in handy. Are you enticing your readers to click on a link? For example, I have seen some emails that will give the price of products you are advertising in the newsletter directly in it. Generally though, this will severely hurt your responsive subscribers rating. If they have all of the details in the newsletter, this is not necessarily a bad idea if you are getting a higher conversion rating. However, those who may be shopping around may not be enticed to click on the link to actually purchase that item unless they know they will be buying it from you. My personal opinion is that you should try both methods. The overall goal is have your readers buy from you, but if you are getting them to your site then this is a good step in the right direction.

You can also start evaluating the formatting of the newsletter itself. You must find a good balance of giving enough information, but not too much. Most ecommerce stores have hundreds of products for sale. Not each product needs to go on a newsletter. You do not want to just make a huge list that they have to filter through to find a product that they are interested in. Instead, the subject should be relative mostly to what the newsletter is about. If you own a car parts ecommerce store and you already know that your readers are primarily opening emails with the subject related to “Alternators”, maybe it would be a good idea to have your alternators as the primary purpose inside the newsletters. This is not to say that you should not have a link to some of your spark plugs, spark plug wires, and rotors though. These should just be secondary things. The alternators need to be big and extremely visible in most cases. However, the placement of it, whether you align it to the left or the right can even make a difference. All of this can be tested if you are able to track visitors that are clicking links inside of your newsletter.

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