So let's have a look at some key email analytics we need to be watching. And when we look at email analytics, we must understand Iterative Marketing metrics, split testing, and dark signals. So let's go and have a look at these individually. Now one of the key things is we're coming back to this concept of Iterative Marketing. We mentioned earlier on in the course, we have to test our content. And we do that using our key metrics.

So what that means is, we send out an email, and we're going to look at our key metrics. And we're going to see what type of content our audience opens, which ones they click through on and which ones they respond to. And then, over time, we want to keep producing the email marketing that they respond to. So we must watch that. So that's what we mean when we test in our content. We want to measure and then over time as we make little tweaks, and as we improve, we're going to see open rates, knowing To increase, and we will use our key metrics to do that.

What are some of our key metrics, our subscribe rate is a key metric. So that's how many people actually subscribe to the list opens that how many people actually opened the email that we send them each week. Now if you use something like active campaigns quite clever little tip for you, in the automation, somebody automations, what you can do is, if they don't open the email, you can resend it a couple of days later. Or you can go back in and have a look. And if they haven't opened it, they didn't check the email. If you don't, they wouldn't do it the next day, I just get two emails and then they might treat it spammy.

But if you send out like once a month, midway through the month, you could just resend the same email and only send it to the people that didn't open the email that just got lost in their inbox because emails get lost in the inbox. How many click throughs that's really important when we have a call to action. How many are going through now unsubscribed. My biggest spate of unsubscribes when I went to a daily email, I made the mistake of not notifying people that was going to be doing a daily email. And all of a sudden they're getting an email from every day. I just tried some experiments with my email marketing.

And I started getting lots of unsubscribes. So if you change something, and you start getting lots of unsubscribes, that's a metric you need to keep out of, because it's telling you your list is telling you not to do that activity and revert to what you was doing before. Email bounces. So this is how many emails don't even get into the inbox. So we want to keep our eye on that. We're sending emails that are bouncing and they're not hitting an inbox.

I often just feel more comfortable just in case somebody picked up the spam. Just remove that completely just to remove that lead from my email marketing list because if it's bouncing because the ISP is bouncing me back, I don't want that to keep happening. I don't want my email service provider to see lots of bounces and decide to cut my list off website traffic. Now that doesn't seem that relevant. But if you do a newsletter, and you link to a page on your website, you'll be able to go in look at your website analytics. I have a built in for companies like Squarespace, or setting up Google Analytics, you'll be able to see how many people went through your link and actually went onto that page in that day.

Now, that's a correlation rather than causation. But it is a metric we can watch when we're promoting website content to our email list, calls to action. So one of our key metrics is how many people have actually responded to our different calls to actions wherever they were. So we have to be monitoring our calls to action and see how many people it might be as simple as I put my phone number in a special offer this week, give me a ring, and we get three or four calls. We need to measure that the call to action actually working and the biggest metric at the end of the day is if you're selling in your list People actually buy. So you want to make sure that when you do sales that can track that sales come from that link.

Now, you can do that for the click through on your newsletter list. But that's not telling you how many sales is telling you how many people have gone through. So you might have a special sales page, just or your newsletter list, nobody else can see. And that's the way you know, they're coming through that or it could be a special contact page if your service based business or it could be a special offer page for like your pizza delivery company. There's one page where they get that special offer. And you know that the sales are coming through from that page, because that's the only place they've got an offer.

So these are the key metrics we want to be looking at and studying in our email marketing is very difficult to show you an example because most of the people that are going to watch this course you're going to use different types of email service provider you might already be committed to one and now you're trying to learn a new so you're gonna have to figure out What those metrics are, you're also going to have to figure out what your baseline is what's good and what's bad, getting lots of scrubs, you put some content out there. And all of a sudden you get a salary of five or six subscriptions, that's a key metric, I can't provide the ceiling and the floor for that fee, only, you will know that you have to sort of figure out and watch your campaigns and each different email providers gonna track that in different ways.

He must get familiar with their reports and their metrics. So go and look for that report section or the metrics section. And that's the thing you need to keep your eye on long term. Now, I don't suggest you sit there staring at it all day, lovingly. But what you do need to do is go in, maybe when you send out your weekly or monthly email, check out the last one went to see how it's going. And also, as your list gets bigger, and it drives more sales, you're going to want to do that more often.

So let's just talk about split testing. We want to split our audience split or email split our offers. What does that mean? Well in most email That's what you're gonna be able to do is this, you're going to be able to create two lists. And then you can split test your email, you can send them one variation. And you can send another one another variation.

Now, when it comes to split testing, I've seen people get down to the point of the red button and the green button and this one got nought point 1% conversion rate. If your split testing is getting results of 10% 20% Plus, then that's worth acting on. If you're split testing down to 1%, and 2%, that's not worth looking at. To be honest. When you do split testing, you have to remain sensible about you have to remain focused on the 8020 rule. 80% of your profit comes from 20% of your activity.

So when you split test, you want to be looking for those big splits because there's so many variables, you could send out to two lists and there's just two people on one less than decide to buy and you're splitting down to 1%. You need a much larger ratio when you're split testing. to gauge what's working, what isn't, but the things you can split test your audience. So we can set up two groups of people two lists, send them to slightly different emails, and see which one they respond to. And then we can send them to different offers, maybe so we can test that as well. So split testing can be really, really important.

It's very simple to do in most modern email providers, it's just simply usually a case of splitting a list into two. And then sending slightly different offers to each one, seeing what people respond to. And then going with the most successful of the two methods, as you go forward as you design and iterate on that email marketing campaign you're building for your business. So let's have a look at dark signals. causation versus correlation. So oftentimes with emails, when people start analyzing their figures, they're looking for causation now.

That's great when You can get it. But a lot of time you don't always get causation, but there'll be a correlation that you can look to. So for instance, you might find that as you grow your email list, your YouTube channel grows, because you keep sending people to your YouTube channel from your email list, or vice versa. So they're called dark signals. The principle is like this. The way it works is this.

You meet someone in a network meet and physically, this is an analogy to help us understand that you meet someone and you have a quick chat with him, but you don't really get to talk to him that much. You've had a little touch, you know, a little little introduction. And then a few weeks later, they're talking to someone and someone says, Oh, yeah, Mark Timberlake. He designs Oh, yeah, I met him once. Yeah, okay. A few weeks later, he bumped into someone else and they're talking and they bring you up.

There's another little touch. And then he then approaches you send you an email. says, Hey, you know really like your stuff? Can we ever talk, I'm interested in some of your services or your products. And you go, that must be because I've bumped into you at that network meeting. And now you're getting in touch with me know what actually happened was there's a lot of dark activity going on, you know, a lot of dark matter and dark energy, love dark stuff going on the people that you don't see.

So sometimes when it comes to measuring metrics, and we're looking at our email list, and we're looking at the impact it's having is, we could look at it as pure sales, and we can't see much activity. If we see that our email marketing campaign and growth in another area that's linked is starting to happen. We can see that we are actually having success, although we can't say it's a direct causation. It's more of a correlation. I did this over here and this over here, through and obviously we have to be careful with that when we use correlation because it might be other factors. But if we We do something over here.

And we repeatedly send out emails telling people to go watch our YouTube channels a call to action, a YouTube channel that starts growing. And we know we can assume those things a link. So when you're looking at analytics and you're looking at improving what you're doing and that iterative process, look at those correlations as well, not just a causation