Email marketing is a highly effective form of marketing since you may personalize your emails based on your customer profile.
There are many articles on the internet and experts ready to educate you on how to compose a sales email, a marketing email, a promotional email, or even a newsletter. Which tool to use to send these emails is also debatable.
As a marketer, is it enough just to send emails? Is it possible to optimize subject lines? Is the material mobile-friendly? Does that cover everything you need as a marketer?
In today’s data-driven marketing world, you need to know what data to track for your emails. Campaign performance is important to your success.
Why Email Metrics Are Important For Marketing?
Email metrics help you to evaluate your email marketing campaigns. If they are not tracked, there is no way for marketers to promote their business and improve its performance.
You need to track key performance indicators (KPIs) like open rates, click-through rates (CTR), unsubscribes/unsubscribe rates, spam complaints, etc.
Email marketing tools help you to track all these metrics. It also allows marketers to split test emails and determine what works best for their audience. Without email marketing, it would be very difficult for businesses to get in touch with people interested in buying the product or service.
11 Email Marketing KPIs To Track For Successful Campaign
There is a specific aim in mind for every email marketing effort. Your campaigns are established based on your objectives: to assess whether you met them, you need to know which metrics to look at. Identifying areas for improvement in your campaigns allows you to improve future campaigns and achieve even more success than previous ones.
There are several metrics to keep an eye on while running email campaigns. The right KPIs will help you develop better ideas and understand the customer persona.
In this post, I’ll provide you with the 11 most essential email marketing metrics to track. Some of these measurements must be recorded daily, while others need to be done weekly.
This is the first measure you should track, and it’s the most basic level of interaction with your customer. This figure reflects how many percent of your subscribers opened your email, according to its name. Your subject lines are critical in improving your open rate.
In addition to that, you must send emails at the right time. The best timing for sending your email is when people will open them immediately after receiving them – this should be during office hours in your target market region.
The typical open rate for different industries is 22.8 percent. Another crucial KPI to measure is total opens versus unique opens. This will show you how many individuals reopened your emails more than once.
Click-Through Rate (CTR)
This metric reveals how many people click on your email links. This is a useful indicator of whether your call to action (CTA) button text and design work together with the subject line for increasing sales.
The CTR varies across different industries, but it’s usually between 1 percent and 5 percent – an average of 3.5 percent is a good CTR to aim for.
The click-through rate can also be used as an open proxy if the email has been well optimized regarding its subject line and CTA text. To improve your CTR, you’ll need to test different variations of call-to-action buttons regularly by split-testing them.
It’s also important you keep in mind that the CTR of your email campaigns is only one part of a larger picture, which includes all clicks on different call-to-action buttons on your website, blog posts, and social media pages – so don’t rely exclusively on this metric when measuring campaign performance.
The number of emails that are not delivered to your subscribers’ inboxes is tracked by this statistic. There are two sorts of bounces:
- Soft bounces happen if a user’s inbox is full or their server has a problem; they may receive frequent bounces.
- Hard bounces mean invalid email addresses result in bounces.
To keep your bounce rate low, observe and remove email addresses that frequently bounce. Bounces can have a negative influence on the delivery of your emails. To assess how many emails reach your users’ inboxes, track their deliverability (delivery rate).
Your unsubscribe rate is the proportion of your users who cancel their subscriptions. The average unsubscribe rate is 0.122 percent. This statistic should be monitored regularly.
Your unsubscribe rate may be too high if you’re getting a lot of bounces. You should also keep an eye on subs vs. unsubscribes to see how your list growth compares to your unsubscribes.
List Growth Rate
Your list’s growth rate indicates how much your email list has expanded during a given period, such as a year or a month.
You can either give out a downloadable book or run special offers and discounts to get people to sign up for your email list.
Keep track of inactive subscribers, those on your list who never respond or even open your emails. It’s possible that retaining them on the list will have an adverse influence on your delivery rates. Remove unengaged people from your email list when you measure the growth rate of your list.
It’s critical to understand your email spam score. Many services are available to reveal your spam rating based on the content of your emails, the number of links, the type of links, and trigger words. The higher your spam ranking, the more likely your message will be sent to the spam folder.
Your spam rate indicates how many people have marked your emails as spam or junk. Most often, this is caused by your emails not being relevant to them or considered too sales-y. Make it a habit to look at the spam score of your content before you send an email to decrease your spam rate.
The number of people who email share your emails is also known as the forwarding rate. This indicates how many individuals forward your messages. When someone forwards your message, it implies that you’re reaching a new group of recipients. Try including a share button or social icons at the bottom of your emails to make it simple for individuals to share if they like the content.
You may also measure how many people click the share button or social icons to share your emails. You may use analytics to determine what content your audience likes best (and is shareable).
Engagement Over Time
Tracking open times tells you when clients will most likely read your messages. When you track this statistic alongside your engagement rates, it reveals what time and day you should send emails for maximum response. This measure is rarely included on marketing lists by most firms.
Knowing what your consumers want from your emails (and when) is crucial. Because each audience is unique, it’s critical to know when your material engages them — not a generic best send time.
Device Open Rate
It’s also essential to keep track of which devices (mobile, tablet, or desktop) your subscribers use to access your emails. If you find that most of your subscribers open the email on their phones, for example, you need to ensure you’re sending them in a way that works best on a smartphone.
Keep an eye on the email clients that your subscribers use, as well as each email client’s open rate. This statistic aids you in producing customized emails. Gmail has the most open among all email clients.
Marketers sometimes conflate conversions and purchases. Every email campaign has a target, such as reading a blog, signing up for a newsletter, filling out a form, or making a purchase. The conversion rate is the proportion of people who receive your email and complete the campaign’s goal.
To improve your conversion rates, ensure your email content and calls-to-action are strategically linked to your goal. This statistic tells you how effective and successful your email campaigns are.
The ultimate crucial email marketing statistic to measure is your return on investment (ROI). Email may not need as much spending as social media or display advertising, but every campaign has a cost, such as the software you use to send emails and maintain your email list.
The ROI metric is one of the most important metrics to track as an email marketer. This is a more sales-oriented measure that is only meaningful if your goal is to sell. This statistic can help you determine which campaigns are the most successful and how your email marketing ROI compares to other marketing methods. When it comes to ROI, email marketers have a lot to be proud of.
Ready to Improve All of Your Email Marketing Metrics?
The question still stands: now that you know the metrics to track, how do you do it? What should I write?
You don’t have to be a professional copywriter to create effective emails, either.
If you think we missed any KPI, do let us know in the comment and share with your friends who might benefit from this blog.