1. Examine your Email
Statistics

2. Statistics can be a hassle to deal with. But it can
be to your advantage if you know the number of
people that are reading your email and
following through with action. They will tell you
if the campaigns you are using for marketing
your small business are actually effective or
simply a waste of your time.

3. There are email service providers who offer
statistics, some of which are more detailed than
others. You need to understand what the
statistics mean and how they should be
improved.

4. 1.Bounce Rate- the amount of
emails that were
returned as undeliverable.
This will occur when
an email address is phony or has
a spelling mistake.

5. Should this happen, no emails will get through
to them. It’s best that you remove these email
addresses from your address list. You may
consider calling these customers to confirm their
email if you aren’t sure you want to delete
them.

6. 2. Open Rate- the number of emails that are
opened and used to compare the number of
emails that have been delivered. This can
normally be viewed as a percentage, but there
have been debate about what was considered a
“normal” rate. Rarely will you see a percentage
rate of 100 percent.

7. To better improve your open rate, you should
personalize the “from” field with a name that is
factual as opposed to an email address that is
impersonal. You will also want to write a subject
line that will hold interest and make people
want to read more.

8. 3. The “Click Through” Rate- this is the number
of clicks that a link will receive. If you have links
to your website, Affiliate product, Facebook
page or coupon redemption page, this will be
relevant. A high click through rate will indicate that
you have written compelling copy and your offer
was valuable to your list.

9. If your next step is to make a phone call or visit,
you will have to measure the responses in
person. You should do this by asking them
how they originally heard about you or what
prompted them to contact you.

10. PURSUING
AND
EXPERIMENTING

11. Pursuing and understanding what your email
marketing stats mean, is very important to
marketing your small business through email.
Experimenting with your next step to find out if
you’re unhappy with your numbers or feel that
they should improve.

12. Experimenting simply means that you will split
your list into two and then create two different
versions of the exact same email. The new
version of your email may have a different
subject, but will hold the same body copy.

13. Or the subjects are the same but your call to
action will be written differently. You will need
to make sure that the results are meaningful by
testing one variable at a time.

14. Try running your campaign to find out which
version of the email had higher scores. Discover
what you did differently to gain higher scores,
and continue that practice in future emails.

15. Separating your lists to conduct this list
shouldn’t worry you, because it’s not needed.
The more popular email service providers offer
“Split” or ‘A/B’ testing along with their services.
This software will take care of splitting your list
for you.

16. If a case occurs that you do not see drastic
differences between your tests, don’t give up on
your email marketing. You can delegate the
work to another employee with good writing
skills or may want to consider hiring a professional
copywriter that has experience specifically with
email.

17. Email is a very viable means of
marketing your
small business and growing a strong
prospect
and customer base.