The fact that email has become one of the most important forms of communication in the corporate world is non-debatable. Right from the initial communication to sending quotations, invoices, etc. everything is done via emails. It can be easily said that the value of emails has become equivalent to what the validity of written documents were a few years ago. This makes it important to protect and store the emails properly.
While sending and receiving emails are quick and time saving, there are several problems associated with this type of communication. With each employee receiving thousands of emails every month, it puts on a lot of pressure on the company email servers. Moreover, looking for an email that was received or sent months or perhaps years ago can be a daunting task Email1and1 . Apart from this, there is always the fear of deleting important emails either by mistake or purposefully. Due to all these reasons, most companies feel the need to have a system that can protect and store their company emails indefinitely. This is where email archiving comes into picture.
What is Email Archiving?
Email archiving is a process where the emails sent or received by every individual in a company is removed from the primary email database and stored in a secondary one. This can either be done manually or automatically, although most companies prefer automatic email archiving. In the later process, the emails are archived during the transportation stage and are saved either in a magnetic disk storage or a cloud based storage.
This are archived in the secondary email database, and these include not just the text content but also the attachments with every mail. These are also indexed so as to make it easier to search for them when the need arises. The emails are saved in read-only format so that the records are always available in their original state, and no one can make any changes to it. These archives can only be accessed by authorized personnel.
Do Email Archiving Solutions Provide Security?
While there are several benefits of email archiving, one of the most important ones is security. As mentioned earlier, it considered equivalent to written (hard copy documents), and hence it is important to secure them in case you need to produce them in case of litigation in the future. In such cases, you can retrieve the right email within a few minutes. Even if the employee to whom the mail was sent to, does not work in the company any longer, the email sent to him can be retrieved easily with the help of the archives. As no one can tamper with or endanger the archived emails in any way, email archiving solutions provide 100% security to all your important emails.
OK, so here’s how it goes, you spend days and weeks writing out your Emails, starting from your Welcome Email to the Follow up Emails. You add beautiful images to improve the visual appeal, then you send your Emails out to your subscribers. Phew, you breathe a sigh of relief, all done. Well not quite.
You see, sending out emails is just one part of your Email Marketing Campaigns, you have to monitor the emails you send out to see how your subscribers interact with your emails. Ideally, you want subscribers to read your emails and if your emails are not getting read, you have to find out why and fix it. In order to figure out what’s working and what’s not, you need Email Analytics. Email Analytics is very important aspect of your Email Marketing Campaigns but it is mostly overlooked.
Email Analytics are the reports gathered by an Email Service Provider that shows how your subscribers interact with your email. It shows that you emails get opened, links in the emails get clicked and that traffic is generated to your site through your emails. Email Analytics can help improve your content and provide more value to your subscribers. You can measure Email Analytics for your Campaign as a whole and for each email. Here are some Metrics to look at when analysing your Email Campaigns.
Sales Rate – The ultimate purpose of creating an email list is to make more money and grow your business. If you want to know how much revenue you generate from your emails, you need to track the clicks in the email to your sales page. If you sign up with an Email Marketing service that has CRM integrated like Active Campaign, sales would be a lot easier to track. To improve sales, take a look at your Email content, make sure your content addresses the needs of your subscribers, and always look for new ways to pique their interest.
Open Rate – For people to know the great offers you have in your Emails, they have to open your emails. Let me blow your mind with some stats. Billions of marketing emails are sent out each day, and on the average, each person receives over 147 marketing emails daily. For people to notice you have to stand out grab attention, starting with the subject line. The subject line should be interesting, would make the reader want to open the email. Send great content, send emails at the best time or day, research puts the best time about 3 – 5 pm in your recipients time zone. Test several times of the day to figure out what works best for your subscribers.
Click Rate – Click rates measures the number of times the links in your email is clicked. ESPs measure overall clicks and unique clicks. Overall clicks are the total clicks, and takes into consideration when people click the same link more than once. Unique click tracks a single click. Focus more on unique clicks. To improve click rates, make links easy to spot, you can place links in strategic places in your email, at the top, in the middle and at the end.