With the right email marketing software, the days of blindly conducting marketing initiatives without being able to track your success and easily learn from your experiences are a thing of the past. Now, email marketing software makes it easy to measure the effectiveness of your email marketing campaigns down to the nitty-gritty details. With all this information at the marketer's fingertips, the pivotal question becomes, "how can it all be used?" This article will discuss several key ways that the reports from your email marketing software can be used to boost your email marketing results.

1. Your Open Rate Can Highlight Problems with Your Email Subject One of the most important reports that your email marketing software will generate is that of overall email 'opens'. Your email marketing software may further divide this into unique opens vs. total opens. This is a vital metric because if people are not opening your email marketing campaign, then they obviously can't see all the great offers or information that you've put inside the message. That is why this is generally the first report you should look at in your email marketing software, since it can often act as an early indicator of a problem with your email name or email subject.

In many email clients that your subscribers may be using, all they can see is the 'from' name and subject. Then, they have to make a decision about whether or not to open the email. If you have a low open rate, then the first thing you should do is ask yourself whether or not people recognize the 'from' name you are using. Most email marketing software solutions will let you enter any from name you desire. But, if your customers know you as "Widgets Direct", but you send out the email from "John Smith", then that could be part of the reason you have a poor open rate.

The other piece of the puzzle is your email subject. While creating your email from within your email marketing software, you should be able to specify the subject. The objective of the subject line is to describe the contents of the email, while at the same time eliciting people's interests so they want to open your message. If you have a lackluster subject, then that could easily be an explanation for sub-par open rates.

2. Link Click-Through Measurements Can Tell You Where Your Readers Are Looking Knowing exactly which links are being clicked can be very helpful when planning future email marketing campaigns. Most email marketing software solutions will generate a report that shows you all the links in your email message and compare the clicks each one receives. This insight can be useful because it tells you where your contacts are looking and what strikes their attention the most. From this information, you can figure out if your audience is looking at the first featured article in the main section, an article snuck off in a side column, or maybe a quick links section. Everyone's audience is different, but with your email marketing spelling out the answer about which sections generate the most action, you can more effectively plan out future email campaigns.

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