One you have your blog up and running, begin to build your list and start sending out emails it’s a good time to take a step back and review your results. In my last article Website Statistics to Analyze Your Blog I discussed how to view your website results, today we look at…
Reviewing Your Email Marketing Results with MailerLite
Before we head over to MailerLite, let’s take a look at some benchmarks for comparison.
The 3 major statistics to pay attention to when looking at email marketing results are Open Rates, Click Rates and Click Through Rates (CTR.) Here are some simple definitions from Email Campaign Stats in 2016: Average Open and Click Rates by Stefania Goldman at Newsletter2Go.
- The open rate indicates the number of people who opened a commercial email
- The click rate measures the number of users who click on a specific link sent in an email
- Click-through-rate (CTR) is the ratio of users who click on a specific link after reading an email
The 2016 averages for the Marketing Industry were 11.6%, 1.9% and 16.5% for Opens, Clicks and CTR respectively. It is interesting to note that while the Marketing Industry had close to the lowest open and click rates for all industries, the CTR for marketing was one of the highest. This means that even though fewer emails are opened, once opened the links are more likely to be clicked.
MailChimp publishes average rates for these benchmarks based on their client base. The latest was in February 2017 in their blog article Email Marketing Benchmarks. In the Marketing and Advertising industry, the average rates were 17.81% and 1.92% for open and click rates respectively. CTR was not included in the article.
For further illustration, I will use the averages of these rates to analyze the network marketing industry. These would be approximately 14.7% opens, 1.9% clicks and 16.5% CTR.
Finding and Analyzing Your Personal Rates in MailerLite
There are 2 ways to view your statistics in MailerLite. The first is reviewing your Campaigns. After you log into MailerLite, click on Campaigns at the top of the screen and you should see something that looks like this…
The first column is the number of emails sent for that campaign. The second is the percentage of opens and the last column is the percentage of clicks. If you click on one of the campaigns, you will see a more detailed view where you can click again on each section to see the details of who actually opened and clicked and even the link that was clicked. This is very valuable information for you, as you can tell who your active subscribers are over time.
In looking at my statistics in the image above, I can see that some of my campaigns met or exceeded the industry averages and others didn’t. With these stats, I can analyze each email to see what is working and what is not.
You will want to look at your subjects, body, time of mailings, etc. to come up with new and better campaigns going forward.
Another place to view statistics in MailerLite is under the Automation option at the top of your screen. Then click on “View Full Report” next to the automation campaign you want to review. From here you will see an Overall Workflow Review, Monthly Summary and Email Statistics. You will review and analyze the email stats in the same way as described above.
MailerLite offers excellent statistics to help you review and improve your Email Marketing Results.
Use these stats to make your email marketing efforts amazing!
To Your Success,