Most Important Email Marketing Metrics REVEALED! @TenTonOnline

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Transcription:

most important email marketing metrics

Metrics is one area of online business that a lot of us mess up. We get all concerned and zeroed in on all kindsa numbers and metrics that really don't matter. Here's an example:

With your online businesses email list -- and you ARE using email as your primary method of marketing and communicating with your audience, right?! -- with your online businesses email list, us business owners and marketers tend to get all hung up on the number of subscribers...

...that is, how BIG our mailing list is, right? Well this is a great example of a metric that really doesn't matter. How big your email list is doesn't really matter...what matters is the RELATIONSHIP you have with the people on your list.

A cold list of 100,000 strangers is worth far less than a hot, active list of 1000. And if you're really doubtful of this, don't sweat it. This is one of these things that you kinda key into and catch onto the longer you run your online business.

So let me try to explain this a bit better: Are you familiar with the 80/20 rule? It says that 80% of your results will come from 20% of your efforts...

...or you can flip it around to say something like 20% of your audience will buy while 80% won't. And this applies to your email list too. Yes, it's true! 80% of the people on your mailing list won't convert. And you know what? That's just fine.

My take on it is, so long as they're enjoying my emails and content -- so long as they're enjoying the show so to speak -- then I'm happy to have them. It's no skin off my nose.

What I do have a problem with is people on my list who no longer open my emails or click on my links. In other words, they've gone "non-responsive." Maybe they're using a new email address or maybe they stopped being interested or who knows...

...but from my perspective, they've kinda become dead weight. They aren't opening emails, they aren't enjoying or interacting with what I'm sending, and instead, they're dragging down my open rates and click through rates.

So what should you do in this situation? Unsubscribe them. Send them an email that says, "I see you're no longer opening emails or enjoying this content so I've unsubscribed you. Sorry to see you go. If you think there's been an error, click here to re-subscribe." That's it.

And I suggest you "prune" your mailing list every so often...maybe quarterly. You want to remove the freeloaders, dead weight, unresponsive subscribers, and non-buyers so that you can better serve the subscribers who are engaged and interested in what you're doing. So, keep your list lean 'n clean 'n hyper-responsive.

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