3 Questions to Answer for B-to-B Email Success
Even if you only have a passing knowledge of Greek mythology, you've probably heard of Apollo's chariot of the sun, and how it rode through the sky each day to provide sunlight. This myth, like many of the time, was an attempt to explain important events in the world. While it may seem amusing to us, without the benefit of science or mathematics the ancient Greeks had to rely on their personal observations and experience for facts and their gut feel to fill in the blanks.
Sound familiar? It should. B-to-B marketers have often had to take the same approach — rely on observations, experiences and gut feelings when it comes to measuring the results of their marketing campaigns.
The advent of online marketing has changed that, especially email marketing. Unlike most other techniques, email marketing provides instant, reliable and abundant feedback that allows marketers to see how effective each item within a campaign is.
There are many metrics you can use to shed some light on the effectiveness of your email campaign. Your quest for email marketing success can be measured by answering these three questions:
1. Do I have a good list? No matter how great any marketing campaign is, it has to reach the right people in a large enough quantity to be effective. Email allows you to overcome this first hurdle by measuring the following three metrics:
- the number of emails sent versus those successfully delivered;
- the number of soft bounces (i.e., emails that are temporarily delayed); and
- the number of hard bounces (i.e., emails that will never be delivered).
A soft bounce means your email likely reached its destination but couldn't be delivered to the recipient's inbox. There are several possible reasons, including the recipient's inbox has reached its limit or there's a problem with the mail server on that end. Generally though, most email systems will continue to try to deliver soft bounces.