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There are many ‘untruths’ floating about in regards to your email marketing solutions. Will shrink the ‘wooden nose’ on some of those not-so-truthful ideas, as they pertain to your email marketing solutions data. Being aware of these common errors will help you be a successful email marketer.

The amounts of delivered emails your emails turn out are not an accurate figure. So let’s get in a little closer on what it means for an email to be ‘delivered’. The most important thing to know about this is that your delivered statistics DO NOT take into account the addresses that were relegated to a contact’s junk/spam folder or those that were deleted without being opened. Your statistics are likely more inflated than the truth.

The only way to get real statistics on the delivery of your emails you’ll need to look for some of the services offered that monitor in detail the delivery of your emails.

As strange as it sounds, your data has a lot of hidden meanings. Taking a magnifying glass to them will certainly show you how your emails can be even more successful.

Most of the reports that your email marketing software statistics tell you are averages and percentages based on your entire contact list. Unless you dig deeper, these averages can mask some important differences in contacts’ reaction to your emails. You might realize that one portion of your list is largely from a certain domain, like roadrunner.com or hotmail.com. If this is the case you know you are having deliverability issues to that domain. This is extremely helpful in finding a solution to the problem and therefore can improve your overall success in your email marketing software campaigns.

Make sure that you are closely analyzing your ‘open’ rates to get a better conception of how many of your contacts are consistently reading your emails. Looking in reverse at your open rates from different campaigns and comparing them, will likely elicit a string of numbers that look similar: 25%, 24%, 26%, 22%, 25%, 27%, 26%…etc.

Just by taking a quick glance it’s not hard to determine that the average amount of readers per mailing you have is 25%. Although it’s possible this is an accurate number to knowing your readership, it is even more likely that the number is greater. If you look at it a little differently, by determining who has opened the email in the last month, or over the last three sendings, you’ll probably get a better measure of your consistent readership.

This happens because your contacts don’t open your emails every time you send them. They might not have tome one week, or might be on vacation. But the next time you send the email they will open it when their schedule frees up.

This can also happen because of the varying needs of your contacts. This in turn gives you important insight on how you can go about splitting up your database to target those needs better. As an example, if one portion of your list only opens the email when you offer a promotion, or another only opens the email when you send a newsletter then you are now better equipped to target their interests to illicit a better response.

Paying attention to email marketing data is easy, but takes a bit of time. It will help you determine how to find greater success with your email marketing solutions by targeting the needs of your contacts with more efficacy.

Rudy Barell is a Senior Business Development Executive with Elite Email, the #1 email marketing software used by businesses around the globe. Experience how easy it is to build your mailing list, create eye-catching emails and track your success using detailed reports with the complete email marketing program. Try it free!

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