Diese 4 E-Mail Metrics sollten Sie tracken

How To: Successfully segment e-mail lists

Why should I segment my email lists?

Not only the design of optimal marketing emails such as newsletters, announcements and special offers is necessary for a successful campaign, but also sending them to the right target group plays a special role.

Internet Service Providers (ISPs) decide where your mailings are placed in recipients' inboxes based on prior interaction with your mailings. If your users hardly interact with your mails or if they don't open them at all, it is highly likely that they will end up in spam folders soon.

By defining target groups and segmenting your contact lists, you send valuable and relevant content only to interested recipients. E-mail segmentation creates advantages for you and your users: You use customer data more targeted and more successfully, which increases click rates, conversions and sales. Your customers only receive filtered and relevant content. This creates a win-win situation.

Which Email Metrics Do most Companies Use?

The basics of email marketing reports, such as openings, click-throughs and bounces track almost all companies. If you now look beyond these, you will notice that the numbers are decreasing rapidly. Not even three-quarters of the companies know with which end devices and mail apps their newsletters are opened and whether their campaigns end up in spam folders.

4 Email Marketing Metrics You Should Track

You already track openings, click rates and bounces? With these four additional email metrics, you can optimally adapt your performance to your customers.

1. Devices: Which End Devices Are Used to Open My Emails?

Tracking subscribers' devices means knowing if your email campaigns have been opened on a mobile phone, tablet, notebook or desktop. User behavior is time-dependent. If you send mailings in the morning or evening, they are usually opened by mobile phone, as your subscribers are likely to be at home. If, on the other hand, your mail is sent during the day, most people open it via desktop view while working. It's also important to customize your designs and content to the recipients' devices. If your e-mails are increasingly opened on a desktop view, it makes sense to create a template with a wide screen size that allows a lot of space for content. When designing mobile views, make sure that your content is communicated quickly and concisely.

2. Geolocation: Where Do My Emails Get Opened?

Location tracking helps you know where your subscribers read an email. From this data, you can optimize your campaigns by adjusting the sending of emails to time zones. If the majority of your recipients live in the US, it is helpful to send the campaign when they are awake and check their emails. To do this, you can segment your mail lists according to the locations of your users. You can also share location-specific content, such as upcoming events near your users or local events in your stores.

3. Subscription Rate: How Many New Subscribers Did I Get?

Do you want to know how many new customers you gain by using  your email marketing? With a subscription rate you can see exactly when new subscribers have joined and how many have unsubscribed. So you always see which campaigns did well - and which didn't. It happens all the time that recipients lose interest in serval stuff. That's why it makes sense to always have an overview of how many people unsubscribe per email. You will probably not find out the exact reason for unsubscribing. Nevertheless, it is important to keep the number as low as possible and also to make the unsubscribing process easy for the unsubscriber.

4. Email Client: Which Apps and Browsers Do My Subscribers Use?

Not all of your subscribers use the same app as you and your team to open an email. Unfortunately, the countless mail apps do not always show the same result of your email. By tracking the recipients' mail clients, you can test your mailings in those mail apps and make sure that campaigns are always displayed perfectly.

Which Analysis Tools Do most Companies Use?

More than half of all companies use an integrated analysis tool in addition to their email service providers to track performance. The most commonly used software is Google Analytics followed by home-built systems.

Google Analytics

With Google's tool you can easily evaluate your mailings after sending them. Google Analytics shows not only opening numbers and click rates, but also entire customer journeys. By setting up parameters you can link email campaigns to your website. After sending your marketing campaigns, you can see from which sources the users join your website and which actions they take afterwards.

Simply create the appropriate parameters such as name, source, content and medium in the JUNE Editor. The entry of the campaign name, source and medium is mandatory. Campaign content is optional if you have similar content or links in the same email.

Creating Custom URLs

You can add a total of four parameters to your target URL:

• utm_campaign: here you enter the name of the campaign to distinguish your mailings in Google Analytics.
• utm_source: here you enter the source of the link, such as "JUNE"
• utm_medium: here you enter the medium you use to publish your campaign, such as "email"
• utm_content: enter your campaign content here

With these parameters you can now create a URL that Google Analytics will use to track clicks on the link. With these parameters, the target URL would be called http://www.your-website.com/?utm_source=JUNE&utm_medium=email&utm_campaign=sommerkollektion.