Many companies still make the mistake of thinking that Email Marketing does not yield results and is a failed strategy. In fact, what really happens is that the results are not properly analyzed. To properly analyze your results, you need to track Email Marketing metrics and know what they are.
Email tools often provide reports where you can measure these metrics, such as open rate and clickthrough rate.
In this article, we’ll show you the Email Marketing metrics that help you closely monitor your campaigns and measure results.
Email Marketing Metrics
1 – Delivery Fee
This metric is the number of emails that were actually delivered to your database. If you have a low delivery rate read our article on Email Marketing Tips.
2 – Open Rate
This rate tells us how many people opened the email. This rate tells us if the strategy is succeeding, particularly if the subject line has been well chosen. If the open rate is low, you can improve it in the following ways:
- Relevant content: Send content that might really interest your readers.
- Work the subject line: Choose a strong subject that piques curiosity and catches people’s attention. To do this, analyze the tastes and preferences of readers.
- Target the audience: Targeting is very important. As we mentioned in the point above, analyze the audience and their preferences.
3 – Spam Rate
If you are not aware of this rate, it can damage your reputation and brand image. That’s because there may be many people marking their emails as spam without realizing it. So always be aware. Ideally, clean your contact list regularly, send emails from a constant address and be honest in the subject lines. Read our article on how to avoid spam box.
4 – Bounce rate
Unlike delivery rate, this is the number of emails that never reached the recipients. There are two types of rejection: hard bounces and soft bounes. To better understand the differences between each one, read our article on this subject.
5 – Unsubscribe Rate
This metric is the number of people who unsubscribe from the contact list. A person may cancel for a variety of reasons, but if the rate is high, the strategy must be rethought.
Ideally, this rate is around 1%. More than that, you have to evaluate what is going wrong.
Evaluate how often you send emails, use the right language, etc.
6 – Click through rate
This is one of the key metrics for Email Marketing, as it gives us data on the number of times and the number of people who clicked on calls. This metric should be tracked frequently as it calculates the performance of each email. So what type of email generates the most interactions.
7 – Conversion Rate
The main purpose of Email Marketing is to make leads into customers. Therefore, the conversion rate shows how many people completed the proposed email action, such as going to a landing page or making a purchase.
8 – List Growth Rate
As its name implies, this metric analyzes contact list growth. Helps you evaluate the best strategy for approaching users and converting them into leads.
A good tip to increase growth rate is to place the link to subscribe to the newsletter on every page of the site to attract more visitors. It is also important to use SEO techniques to attract new visitors to the site.
9 – Return on Investment (ROI)
This is one of the most important Email Marketing metrics for analyzing overall campaign performance and whether you are expecting payback.