Email Marketing for Pest Control Companies Part 2: Understanding the Numbers

In Part 1 of our series on email marketing for Pest Control Companies, we explained how to launch your campaigns. Now it’s time to evaluate how your campaigns are performing. Are users opening your emails or sending them straight to the Junk Mail folder? You can learn a lot from your email marketing metrics and use this data to improve your messaging.

The cheat sheet below will help you analyze your results and optimize emails for future campaigns.

Delivery Rate

What is it?:

This is the percentage of contacts on your list that actually received the email you sent.

Goal:

Your delivery rate should always be in the high 90s.

What do poor results mean?:

You don’t have a good email list! The email addresses on your list aren’t valid, and therefore not successfully sending.

What you can do:

Clean up your database. Ask your customers to confirm their email addresses when you speak with them. You can also implement a double opt-in process when adding new contacts to your list. This will ensure that you are only getting real email addresses.

Pro Tip:

Looking at hard bounces vs. soft bounces will help you understand your delivery rate better. Soft bounces are a temporary problem, indicating that you have a good email address but their mailbox is full or their servers are down. You should keep these addresses on your email lists. Hard bounces indicate that the email address doesn’t exist or the recipient blocked delivery. These should be removed from your list immediately.

Open rates

What is it?:

This is the percentage of contacts that opened your email.

Goal:

You should aim for a 18-20% open rate. This is the Industry average for professional services, your open rates should be similar. But, it’s a good idea to track your open rate overtime and calculate your own averages. This will give you a better indication of how you are doing and enable you to benchmark your progress.

What do poor results mean?:

Simply put, you need more engaging subject lines. When crafting emails think about who is receiving them, would the subject line stand out in a crowded inbox? Would you open this email?

What you can do to improve:

Try using personalization in your subject lines or referencing a recent action of behavior your contact took. For example, “Bob- Can you review last week’s service?” should get better results than “Review ABC Pest Company.”

Click Rates

What is it?:

There are two different types of click rates you should be looking at, Click rate and Click to Open Rate.

  • Click Rate: The percentage of total contacts that clicked your email.
  • Click to Open rate: The percentage of contacts that opened your email and also clicked through to learn more about the email’s content.

Goal:

Click Rate: 2-3% is the industry average average for professional services. Click to Open Rate: 8-9% is the industry average for professional services. As you do with open rates, make sure to track and benchmark your own results!

What do poor results mean?:

Your click to open rate is the best indicator of how engaging your email content is. If someone opened your email and chose not to click, you didn’t give them a good enough reason to want to click.

What you can do to improve:

Some companies send emails without including a link to a landing page or their website. Make sure you are providing an opportunity for them to click. These opportunities, referred to as “call-to actions”, should be at the beginning of the email and clearly state the action you want them to take. Not everyone will scroll to the bottom of your email! Try testing different buttons and hyperlinked texts to see what works the best for the contacts in your database.

Unsubscribe Rate

What is it:

Percentage of people that unsubscribed from your list.

Goal:

Less than 1% of your list.

What do poor results mean?:

Your subscribers don’t want to receive your emails. This can often be a result of sending emails too often or emails that aren’t relevant to your readers.

What you can do to improve:

Try to limit your communications to two emails per week or less. Add a subscription center so you can ask your contacts which type of emails they want to receive. Sending contacts only the messages they want to receive will improve your unsubscribe rates.

Use these tips to refine and optimize your pest control email campaigns. In the market for a new email provider? Check out PestPac’s Marketing Automation tool and learn how you can use the data already within PestPac to execute automated email campaigns.

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