02 Dec 9 Simple Steps: Turn Email Marketing into Sales (Part I) | ClickDimensions & Microsoft Dynamics 365
Audience Engagement
1) Open Rate
Open Rate is a key metric used by marketers to gauge how many recipients open or view their email campaigns.
Types of Opens:
- Unique Opens : The number of distinct recipients who opened the email at least once.
- Total Opens : The total number of times the email was opened, including multiple opens by the same recipient.
How to calculate “Open Rate” in email?
Example: 784 (Unique Opens) / 1537 (Emails Sent) = 51.01%
What is Good Open Rate?
A good open rate typically ranges from 17% to 28%, depending on the industry. Monitoring this metric helps assess the effectiveness of subject lines and audience engagement.
2) Click Rate
The Click Rate is probably a better measure of success. Click Rate is the percentage of people who clicked on at least one link in the email. It gives you direct insight into how many people on your list are engaging with your content and interested in learning more about your brand or your offer.
Types of Clicks:
- Unique clicks : The number of times a recipient clicked for the first time on a link in the email.
- Total clicks : The total number of times every recipient clicked a link in the email combined.
How to calculate “Click Rate” in email?
Click Rate = Unique Clickers / Emails Sent
Example: 736 (Unique Opens) / 1537 (Emails Sent) = 47.89%
What is Good Click Rate?
Based on MailChimp data, the optimal Click-Through Rate (CTR) for an email marketing campaign is 2.66%, though it can vary widely between 1% and 5%, depending on the industry.
Click Heatmap
Apart from the total number of clicks, it’s crucial to understand where your audience is clicking. For example, a high number of clicks on the “unsubscribe” link is not cause for celebration! Tools like ClickDimensions Heatmap provide a clear visual overview of click performance on your email template.
- Identify Hotspots: See which sections or links in your email attract the most attention.
- Measure Engagement: Quickly gauge how many people are engaging with your “Contact Us” or call-to-action (CTA) buttons, helping you understand the success of your campaign.
- Focus Content Strategy: Discover which topics resonate most with your audience, allowing you to refine your content for future campaigns and boost engagement.
For example, the image below showcases the Heatmap for an email campaign. It highlights that the “Read More” button for Quote Manager CPQ for Microsoft Dynamics 365 received the highest engagement, with a 9.78% click rate in this template.
This insight not only indicates strong interest in this topic but also helps prioritise content that resonates with your audience, enabling more targeted and effective future campaigns.
By analysing click patterns, you can tailor your email strategy to focus on what truly matters to your audience, driving better results in the long run.
3) Open Rate vs Click Rate
Open rate is an indication of relevance and the level of interest generated from the subject line whilst, Click-through Rate is determined by the content inserted within the emails – images, copy and in particular the call-to-action.
9 Simple Steps: Boost Engagement & Drive Sales
1) Clean & Update Your Email List
Maintaining a clean and updated email list is essential for maximising engagement and improving campaign performance. Regularly remove inactive users who don’t open or interact with your emails, and delete undeliverable addresses. This keeps your list organised and ensures you’re targeting engaged recipients, ultimately boosting open rates and preventing skewed data from invalid contacts.
Inactive users can hurt your email deliverability and distort key metrics. By focusing on engaged subscribers, you can nurture quality leads more effectively and improve the ROI of your email marketing efforts.
Automate Email List with ClickDimensions
Manually managing email lists can be time-consuming and prone to errors. With ClickDimensions Dynamic Marketing Lists, you can automate this process. By using queries, you can automatically include or exclude recipients based on specific criteria, keeping your list relevant and up-to-date.
For example, you can:
- Filter by Active or Inactive records.
- Segment leads based on Qualified or Disqualified status.
- Refine lists based on engagement history, such as recipients who opened or clicked on previous campaigns.
This ensures your campaigns target high-quality recipients, improving both engagement and conversion rates.
2) Segment Your Target audience
Not all of your email list will want to receive the same content. One email might appeal to some people on your list while others need something completely different.
The people who aren’t interested in emails will delete them, or worse, unsubscribe if they find that your messages aren’t relevant to them.
You can avoid this by segmenting your lists to target the right group with the right, relevant messages.
Here are some ways to consider segmenting your email list:
- Product / Service Interest
- Past Purchases
- The industry they are in
- Job Role
- Source of lead
- Demographics
- Amount Spent
One of the simplest yet most effective ways to segment your audience is by Product or Service Interest. By tailoring your content to match the specific needs and preferences of your audience, you can ensure that each group receives relevant and valuable information.
This targeted approach significantly boosts engagement, as recipients are more likely to open and interact with emails that address their interests. It also leads to higher click-through rates, better conversion outcomes, and overall improved performance for your email campaigns.
Pro Tip: Use fields and dynamic list in your CRM to categorise contacts based on past interactions, inquiries, or purchases. This will allow you to automatically send the right content to the right audience at scale.
3) Get Personal
Personalising your email for every individual recipient can improve open rates, engagement rates, and click-through. Write as if you are writing personally to one person by using the recipient’s first name, speak directly using ‘you’, and sign off with your personal name rather than your corporate brand name so that the email is coming from a real person.
If the sender name includes a person’s name, the email is more personal and more likely to be opened. For example, an email from “Allan Smith from CRM Dynamics Ltd ” will have a higher open rate than an email from “CRM Dynamics limited”.
For example, adding personalisation such as the recipient’s first name can create a more engaging and tailored experience. Addressing recipients by name in the email subject line or opening greeting can grab attention and foster a sense of connection.
Example:
Instead of a generic greeting like:
“Dear Customer,”
You can personalise it to:
“Hi John,”
This small touch can significantly boost open rates and click-through rates, as personalised emails feel more relevant and relatable to the recipient. Many marketing tools, such as ClickDimensions, allow you to insert dynamic fields that automatically pull data like names, job titles, or company names into your email templates for easy personalisation.
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To Be Continued
Given the depth of the content, we’ll cover the remaining 6 steps and explore advanced techniques in Part II to further boost engagement and drive conversions. Be sure to check it out for actionable strategies that take your campaigns to the next level !
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