Conversion rates, clicks, and opens are just some of the metrics that email marketers spend ages analyzing and interpreting. Marketers frequently have the right tools to view this type of basic data regarding their campaigns, but they rarely go beyond such preliminary data to see more advanced information.

Having the basic data in front of you is one thing, but acting upon the data and creating a new marketing strategy based on upper-level analytics is a step that all successful marketers have to take.

To help you create email campaigns that influence your subscribers and increase ROI, we're not only going to discuss advanced analytic features but also going to show you how to use them in your upcoming campaigns to increase engagement.

1. Evaluate your email engagement

One major benefits of advanced analytics software is that it can show you how long subscribers have your emails up and running. Seeing how long subscribers are viewing your content can reveal whether your email marketing strategy is having an actual impact.

The following time periods are generally considered the ranges for deleting, skimming, and reading emails:

  1. Glancing at/deleting the email—2 seconds or less
  2. Skimming the email—3-7 seconds
  3. Reading the email—8 seconds or more

Advanced analytics can provide you with a data model called an "engagement time distribution." Here's one of those models:

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ABOUT THE AUTHOR
image of John Thies

John Thies is the CEO and a co-founder of Email on Acid, a service that gives email marketers a preview of how their emails are displayed in the most popular email clients and mobile devices.

LinkedIn: John Thies

Twitter: @johnethies