You can turn your regular emails into leads if you track email marketing metrics.
Tracking metrics can help you identify which emails are getting results and which are not.
You can use these analytics to further improve future email campaigns and track your return on investment.
But what are those email marketing metrics? Let’s talk about them first!
What Are Email Marketing Metrics and Why Do They Matter?
Email marketing metrics tell you how well your emails perform. These metrics can show if your emails bring in leads or need tweaking.
Suppose you’re sending newsletters about lawn care services but have yet to get any responses. In that case, your metrics can tell you where the problem is: maybe your subject line isn’t convincing, or your call-to-action (CTA) is confusing.
4 Email Marketing Metrics You Should Always Track
If you’re a landscaping business, here are 4 email marketing metrics you should track:
Open Rate
Your open rate measures the percentage of recipients who view your email. A low open rate for landscaping companies means your subject line needs to catch attention.
Instead of “Lawn Care Specials,” try something specific like “3 Easy Ways to Prep Your Lawn for Spring.”
Pro Tip: Use personalization. Adding the recipient’s first name to the subject line can increase open rates.
Click-Through Rate (CTR)
CTR tracks how many people click on links in your email. For landscapers, this could mean clicking a button to request a quote or reading a blog on seasonal pruning tips.
Add a CTA like “Get Your Free Lawn Assessment” with a clear button.
Pro Tip: Use visuals like before-and-after lawn care photos to grab attention and boost clicks.
Bounce Rate
Your bounce rate shows how many emails couldn’t be delivered. A high bounce rate can harm your sender’s reputation.
- Hard Bounce: Invalid email addresses (e.g., old leads).
- Soft Bounce: Temporary issues like full inboxes.
Pro Tip: Clean your small business email list regularly. Remove inactive or incorrect addresses. Mailchimp has tools to help with this, as explained here.
Conversion Rate
The conversion rate measures how many recipients completed the desired action, like booking a landscaping consultation.
Send a follow-up email after a lead clicks your “Request a Quote” link. Offer a limited-time discount to encourage action.
Tips for Improving Email Marketing Metrics
How you can improve your marketing email metrics? Let’s dive in:
Write Emails That Speak to Your Audience
- Use simple, conversational language.
- Highlight seasonal landscaping tips (e.g., “Why Fall Cleanup Matters”).
- Add value links to helpful blog posts or how-to guides.
Segment Your Email List
Break down your list based on customer needs. For instance,
- Current customers: Focus on upselling mulching.
- Creating leads: Share beginner lawn care tips.
Test and tweak.
- A/B test subject lines (e.g., “Summer Specials” vs. “5 Ways to Save on Landscaping”).
- Test different send times to see when your audience responds best.
Why You Need Regular Email Marketing
Regular email marketing keeps your landscaping business top-of-mind for clients. Here’s why you should go with consistent email marketing:
- Build trust: Consistency shows professionalism and reliability.
- Share seasonal tips: Offer value by sharing timely advice, like fall cleanup reminders or summer lawn care tips.
- Promote discounts: Highlight seasonal deals to drive bookings during slow periods.
- Educate clients: Teach your audience about landscaping trends, maintenance tips, or new services.
- Encourage repeat business: A friendly reminder can bring past clients back for more.
- Strengthen customer relationships: Personalized emails make clients feel valued and connected.
- Boost brand loyalty: Regular updates create familiarity, making your business their go-to choice.
Final Thoughts
Tracking the right email marketing metrics can transform your campaigns from guesswork to results. Whether you want to improve your email open rate, increase clicks, or reduce unsubscribes, use each metric to grow your business.
Need help with result driven email marketing campaigns? Contact Ready Business Systems.
