If you’re looking to grow your email list, or if you’ve already got a large subscriber base but want to improve your open and click-through rates, there are several metrics that are invaluable for tracking the success of your email marketing efforts. Choosing the right metrics to measure your email marketing activities is essential to drive your conversion rate and ROI as well as ensure overall campaign success. Choose the wrong metrics or an inadequate number of metrics, and you run the risk of steering your marketing campaign down the wrong path. It’s a careful balancing act — there are both qualitative and quantitative factors to consider. Email marketing has been around since the invention of email. It’s a very economical way to reach your audience, but it’s also one of the most effective. Despite this, it needs to be monitored closely to make sure you’re getting the most out of your campaign.
Without knowing which strategies work and which ones aren’t worth the effort, improving may seem hopeless! But when you have solid data from these key metrics, it’s easier than ever to fine-tune your marketing emails. You’ll be able to see what content resonates with your readers—or where they’re dropping out entirely—and make adjustments accordingly. Email marketing metrics are the best way to track your campaigns and understand what works, what does not and why. I’ve tested many factors over the past years and have tried to create a comprehensive list of email marketing metrics you should be tracking on a regular basis. Additionally, I want to show you how you can improve and convert your email marketing campaign. Email has been around for more than two decades, if not longer. It can still be controversial as well. Businesses are always trying to find more effective ways to reach out to their customers via email. But there are certain numbers that you need to follow.
So without further ado, here are the best email marketing metrics for tracking whether or not your campaigns are successful:
A key element of email marketing is deliverability, or the percentage of emails that reach their recipients’ inboxes. A good deliverability rate is above 90%, meaning at least nine out of 10 messages should arrive in a user’s inbox and not their junk mail folder.
The formula for calculating deliverability is simple:
- Total delivered / Total sent = Deliverability rate
Average open rate
The average open rate is the percentage of recipients who opened your email. It’s important because it shows you whether people are reading and engaging with your emails.
There are several ways to track your email open rates:
- Use a tool like MailChimp or Google Analytics, which provide built-in tracking features for most popular browsers and devices (though not all).
- Use Facebook’s advanced reporting dashboard to find out how many times users have clicked on links in your emails that direct them to Facebook, or what percentage of those clicks resulted in an action on Facebook.
Average click-to-open rate
The click-to-open rate is the ratio of how many people click on a link in an email to how many people opened the email. It’s measured by dividing the number of clicks by the number of emails opened.
This metric can be used as a measure for how well your email was received and if it achieved any goals. For example, if you wanted readers to sign up for your newsletter, then you’ll want to know whether they clicked through to do so.
Average click rate
Average click rate, also known as CTR, is the percentage of people who opened an email and clicked on any link in it. The higher your average click rate is, the more people are clicking through to whatever URL you’ve included in your emails. This metric can be calculated by dividing total clicks by total impressions (how many times your message was displayed).
An example calculation: if you sent out 1 million emails with a 5% open rate and 100 clicks, then 10 people clicked on links within those emails. Your average click rate would be 1%.
What’s considered a good or bad average click rate? It depends on what industry you’re in and what type of content you’re sending out. But generally speaking, anything above 2% is doing well; this means that for every 100 people who see your email campaign at least two will click through to visit one of your pages or landing pages. Anything below 1% may indicate that there’s something wrong with either how often users see these messages or how appealing they are when they do get seen—or both!
Average unsubscribe rate
The average unsubscribe rate is a metric that tells you how many of your subscribers are choosing to leave your email marketing campaign. A lower number means that more people are staying, which is always good news! If you’re running an email marketing campaign and your unsubscribe rate seems too high, it’s time to take action!
The best way to improve this metric is by using the right email subject lines. Make sure they’re engaging enough for readers who aren’t interested in what you’re offering. You can also check out our guide on writing personalized emails here: https://www.emailchef.com/blog/personalized-emails-creating-more-engaging-and-successful-campaigns
Average bounce rate
Bounce rate measures the percentage of people who enter a website and leave without interacting with it in any way. For example, if you click on a link in an email and it takes you to your company’s website, then bounces back to the sender’s inbox without loading or displaying the page contents, that’s considered a bounce.
Bounce rates are important because they tell you how many people actually opened your email vs. how many just clicked through to check out what was going on with their account (and then left). A high number indicates that there might be an issue with your subject line or copywriting—or even worse, that someone else has taken over your account and is spamming everyone! The lower this number is, the more likely it is that people will engage with what’s inside of these emails each time they arrive in someone’s inboxes.
To calculate this metric: divide total number of emails sent by total number who bounced (opened but did not click on any links)
These metrics allow you to change your email marketing strategies.
Email marketing metrics are the key to your email marketing success. They will help you understand how your emails are performing and what you need to do in order to improve them. The best part? Email marketing is not an exact science, so these metrics can be used as a guide, but there’s no one-size-fits-all solution for all businesses. You’ll want to take into consideration what kind of business you run before deciding on which metrics would work best for your team.
If you’re using MailChimp or another newsletter platform that has built-in analytics tools, check out their reports section and see what kind of data they offer up about your open rate and clickthroughs by day or week over time (or whatever time period works best for you). This will tell how many people opened the email at least once—and maybe even more than once! But if someone opens an email two times but doesn’t click any links within the content itself, then those clicks won’t count toward anything meaningful like conversions or engagement rates (which we’ll discuss next).
Getting the most out of your email marketing campaigns means more than just looking at vanity metrics. To really make the best of your emails, you need to get into the nitty-gritty and analyze some key email marketing metrics that give you a better idea of how you’re doing. Sure, open rates are great, but they don’t tell the whole story. You need to look at things like deliverability, click-throughs, unsubscribes and bounces to get a clearer picture of what’s working and what isn’t.