Emails are one of the essential Outlook analytics tools businesses use today for communication. In addition, the effective use of emails can increase the rate of converting leads into customers.
Hence, companies need to analyze the performance of their emails.
For most companies, Microsoft Outlook is the preferred platform to run their email communications. Their customer and sales teams should use Outlook analytics tools to increase productivity.
Email metrics to track
Businesses carry out different email campaigns depending on the goal they want to achieve. Each email campaign will have a different metric to track.
Here are several key metrics that outlook analytics tools can give insight on:
Email delivery
Regardless of the email campaign goal, it is crucial to know whether emails sent to leads were delivered or not. Companies can track soft and hard bounces with the appropriate Outlook analytics tool.
The data obtained helps the sales team streamline their email list and update their sales pipeline accordingly.
Open rate
With this metric, sales executives can improve their email marketing campaigns. The open rate tells the percentage of email recipients that opened the message.
One set of this data does not accurately indicate the number of recipients reading an opened message.
However, reviewing the historical data tells sales teams how often recipients pay attention to the emails they receive or whether the messages end up in spam folders.
Clickthrough rate
The analytics tools can track the clickthrough rate of links added to the emails sent through Outlook.
Monitoring this metric over time on different emails sent out will let the company know the kind of emails that drive high engagement.
The customer and sales teams can then modify their messages with this knowledge to boost engagement.
Unsubscribe rate
Data protection rules mandate companies to add unsubscribe links to their emails. Therefore, knowing how many people unsubscribe from a company’s newsletter is essential.
Furthermore, this lets businesses know how aggressive their email campaigns are.
In addition, by monitoring this data over time, companies will gain insight into how well leads and customers receive their messages.
Conversation rate
The conversation rate is the most vital metric on this list. Sales teams should track conversions whenever marketing emails are sent out from Outlook. In most companies, conversions mean sales.
However, there are times when conversions might mean something else, like sign-ups or answering a survey.
Companies should always look for ways to increase email conversions, as it is directly tied to profit.
Email reading time
Lastly, the reading time shows how long an email is left open.
If an email is open for an average amount of time proportional to its length, that indicates the message was well received.
Otherwise, the email marketing team needs to work on the content of the subsequent email.
The other metrics that the customer and sales team track are:
- Email sharing
- Revenue per mail
- Time of the day for most email engagement
Endnote
Microsoft Outlook analytics tools make email campaigns easy to track and optimize for the best results. If used correctly, email analytics can increase a company’s bottom line.
Ultimately, managers of email campaigns should identify their goals and then choose the right metrics to analyze.
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