Most healthcare professional email marketing campaigns aim to increase awareness, engagement, participation, and/or response. These different objectives require different metrics for success Unsure of what measures indicate campaign success? Here's a primer into metrics that matter.
Measures of Success by Objective
What metrics should you use for each type of objective? Most marketing professionals suggest the following:
- Email open rates measure the success of awareness campaigns.
- Click-through rates measure the success of engagement campaigns.
- Registrations, page views, downloads, and orders measure the success of recruitment/response campaigns.
While all campaign metrics offer valuable insight, all are not equal in measuring success.
Understanding Open RatesIn the past, the open rate was a one-dimensional statistic to measure success. Today, open rates are subject to nuances. For example, the unique-opens-to-total-opens ratio gives insight on engagement. Opens by device provide insight into target audience behavior and how your content renders on mobile.
The deployment to open timeframe measures the efficacy of your deployment strategy. Were your emails received in the optimal time window for your target audience?
Comparing open rates by specialty to benchmark data helps you evaluate your offer's effectiveness.
Understanding Click-Through Rates
The click-through rate has long been the metric of choice to measure success. But again, click-through rates are nuanced statistics. Traditional click-through measurements include:
- Total click-throughs to website or landing page
- Ratio of unique-to-total-click-throughs
- Click-throughs by device type
- Click-throughs by specialty
- Click-throughs by time of deployment
Today, other metrics provide more subtlety, understanding, and insight. With the rise of mobile, click-throughs have become tap-throughs and metrics such as glance-through rates have gained significance. Glance-through rates show the number of emails that were opened on a mobile device and engaged with later on a tablet or PC. As technology evolves, so will campaign metrics.
Ratios of opens to clicks give valuable insight on campaign performance. In general, HCP email campaigns have a 10:1 ratio of opens to clicks. When the ratio skews to 15:1 or 20:1, it suggests the email generated interest but there were problems with the call to action or the placement or rendering of the links.
Conversely, ratios of 4:1 or 3:1 indicate problems with the subject line or pre-header. The email’s information seen when scanning the inbox isn't compelling, but those who do read your message find your offer worthwhile.
Finally, most HCP emails are opened on mobile devices. If you aren't seeing a mobile open rate of 50 to 70 percent, it indicates your emails aren't optimized for this essential marketing channel.