Lately I have been exploring the idea of launching a new product or service. In my quest for ideas and supporting data to provide me with a picture of what this could look like, I am going to use my email marketing provider, Mail Chimp, to provide me with some information.
What I’m looking for:
#1. What emails have the highest open rate. This will help me understand the pieces of content that really brought my readers the most value or they were the most interested in.
#2. What emails have the lowest open rate. Tear. Nah, this is just as valuable information.
#3: What links in all the emails had the highest click rates. Meaning, of all the links I included in my emails – which had the highest click through rate. This information truly will tell a story of what content impacted the user and led them to take action.
Now, be aware that when you are pulling reports and looking at your email delivery information you can’t definitively prove just through open rates why a reader opened your email.
The email headline, time of day sent, along with other variables play into this. But like I said earlier, I want to gain some breadth on the emails that performed well.
Let’s get started!
First, head to your email marketing provider. I use, love and recommend Mail Chimp.
Once you are logged in, head to your reports section.
Here you see your reports dashboard. You have some options to run different kinds of reports, but for me I just selected “download all reports” and will do the data filtering in excel.
Now because this is just basically a brainstorming session and not a full blown analysis of how my emails are performing, I went ahead and hid all the columns except for the email name and open rate. I just want to get a broad picture of what content my readers seemed to enjoy.
Here we see my emails that performed the worst. A 75% open rate vs. 24% is a huge gap. But keep in mind that when your list has 4 people, it only take 3 people opening it to make 75%! That’s not what happened here, I swear!
Okay, so we saw which emails were opened the most, and which were opened the least.
Let’s peruse my “click rate” numbers. Click rate simply means that someone who read my email clicked on one of the links contained.
Now a bummer about using the “download all reports” option from Mail Chimp is that you can’t see what the links were that the reader clicked on. You can access this by finding the campaign on your reporting dashboard (in Mail Chimp at least) and by selecting “view report” you can get all that data.
This was a great exercise for me. First of all, it reminded me of just how much content I have created that my audience found valuable. At the end of the day, that’s what it’s all about. Sharing information to help others achieve their business and entrepreneurial goals.
Second, I received a great overview of the email content that performed really well, and that which did not. It’s a great jumping off point for me to conduct a more in-depth analysis of what subjects I may want to break out and explore in order to create new services and/or products for my audience.
It never is a surprise that Facebook is of immense interest to those looking to start or grow their business.
Probably wouldn’t hurt to start there and funny thing…I have two Lynda.com courses coming out June 2016 that covers Facebook Advertising Fundamentals and Advanced Facebook Advertising. Woohoo! Head to my author profile for more info.
Hope this makes sense! Let me know if you have any questions or comments – I’d love to hear how your emails are performing…