Every business using email marketing has their own goals and reasons for sending out email campaigns. But there are some metrics that should be present in every email campaign to help you determine whether they are effective or not. Through experience and testing, it’s likely that your company will find what works best for you, and this includes the amount of time between emails and the size of attachments. If your goal is to drive sales, then tracking orders is a must. However, if other metrics such as increasing homepage visits or newsletter sign-ups are also important to you, consider adding them to your metrics program. Here are some email marketing metrics you should be tracking. These will help you understand who is reading your emails, and what they are doing immediately after viewing them. We like this article, because Sheena and Sharon have broken down a very complicated topic, into something that is easy to understand. They make excellent use of images and graphics to showcase certain features, and even linked to other information on their site (an example of how to track inbox placement). The only thing we would change is putting the data at the end of the blog post, instead of throughout it.
Email marketing metrics are at the heart of successful email marketing campaigns. They track the success and performance of your email marketing strategy. Metrics make it much easier to determine what strategies are really delivering results versus which ones aren’t working. Did you know that you can get more out of your email marketing campaigns by tracking variables like open rates, click-through rates, conversion rates and bounce rates? No matter what you’re offering in your email campaigns—whether it’s product promotion or advice—tracking your metrics will help identify trends in your audience and improve your results. Essentially, the success of your email marketing campaign hinges on a single question: are you getting people to take the action that you desire? By setting, measuring, and evaluating key performance indicators (KPIs) at every step in your email marketing campaign, you will be able to see what is working and what isn’t. You can use these insights to make better decisions in the future. Putting KPI tracking into practice will help keep your email marketing efforts on track toward achieving their goals.
Once you start getting results from your email marketing, it’s time to evaluate your campaign. What went well? What could you improve? Remember, the goal of your campaign is to be noticed and to generate ROI. If you notice that people are unsubscribing from your emails, don’t fret. This could mean a couple of things: maybe your emails aren’t relevant or valuable anymore, or perhaps you need to make adjustments in the types of communication you’re sending. Either way, take note of this issue and apply some quick fixes! With email marketing, you define your own success. There is not a hard and fast rule that you must reach a certain number of contact each month or you don’t succeed. It will change depending on your audience and content. With the right strategy in place, this could just be another avenue to grow your business.
It’s important to track your email marketing metrics, but if you’re not tracking the right things, you may be wasting time and money. Here are some key metrics that will help your business improve its email marketing campaigns:
Email open rate
Email open rate is the percentage of people who opened your email.
This is an important metric for email marketers because it’s indicative of whether or not your emails are relevant and useful to your customers. If they aren’t, they won’t open them—and you won’t be able to communicate with them.
The click-through rate (CTR) is the ratio of clicks to impressions, and it’s an important metric for any email marketer. The CTR represents how many users actually clicked on a link in an email compared to the total number of times that email was delivered. For example: If 100 people received an email and 10 people clicked on a link inside that email, then your email campaign would have a 10% CTR (10 out of 100).
The higher your CTR is, the better—but not all links will be created equal so don’t expect every link in your campaign to generate the same amount of traffic or conversions. A good rule of thumb is that each link should produce at least one conversion before being removed from future campaigns; otherwise you’re wasting valuable time and money by sending irrelevant content to people who may never buy from you again!
Email forwarding rate
Email forwarding rate is the number of emails that are forwarded by recipients to other people. It’s a good indicator of how interested your subscribers are, and it can also be used as a measure of how engaged they are with your emails.
The email forwarding rate is calculated by dividing the number of times an email was forwarded over the total number of emails sent out. So if you send 100 emails and 5 were forwarded, then your email forwarding rate would be 5%.
Average time on email
Average time on email is a good indicator of your email’s effectiveness. The longer each user stays on your emails, the more likely they are to engage with it. This metric is calculated by dividing the number of seconds spent by unique users who opened an email and clicked through to landing pages.
Email list growth rate
Email list growth rate is the number of new subscribers added to your list divided by the total number of subscribers. It’s expressed as a percentage, and it’s a very important metric to track.
A high email list growth rate indicates that your marketing campaigns are performing well and that you have a healthy, engaged audience. A low email list growth rate could mean anything from too much spam filtering in play, to lackluster subject lines or boring content on your website.
Delivery rate is the percentage of emails that make it to the inbox, or at least a place where they can be seen by your subscribers.
A good delivery rate is one that’s above 99%, and you should strive for this standard. If you’re below 99%, there are likely some issues with your email service provider (ESP) or other factors impacting your deliverability such as spam filters not recognizing your emails correctly.
Delivery rates vary depending on whether you’re sending from a personal or business email address, as well as what ESP you use for sending them. Typically, people tend to have higher delivery rates when they send from personal addresses because their ISPs recognize them as more trustworthy than businesses’ addresses which are more often blocked by junk mail filters due to potential spamming activities associated with them (for example brands having multiple domains).
Unsubscribe rate is the percentage of people who unsubscribe from your email list. The more you know about this metric, the better you’ll be able to understand how well your emails are performing, and what kind of improvements you need to make.
For example, if your unsubscribe rate is high and increasing steadily, that means that people aren’t engaged with your emails: they don’t find them useful or interesting enough to keep reading. On the other hand, if it’s low and falling over time, then people are finding value in what they receive from you.
This metric is important because it gives insight into how effective your emails are at getting results—in this case signups or sales—and whether or not those results justify continuing with them (or improving them).
These advanced email marketing metrics will help you measure the performance of your campaigns.
Here are the email marketing metrics you should be tracking:
- Open rate. This is the percentage of emails sent that are opened by recipients, and it’s a critical indicator of how well your content is resonating with your audience. You can track it through email tracking software or an analytics tool like Google Analytics for Websites (GAw).
- Click-through rate (CTR). The click-through rate measures how many people clicked on links in your email message versus how many people opened the message. A higher CTR means that more readers found value in what they read and took action based on it—a good thing! You can track this metric using GAw as well as some sophisticated third-party tools like HubSpot’s Marketing Grader or eNurture’s Lifecycle Email Toolkit.
- Forwarding rates measure whether recipients forward your messages to others in their address books or share them via social media channels like Facebook, Twitter, LinkedIn, and Instagram (or even Snapchat!). These kinds of actions indicate strong engagement with your brand by connecting you directly with new audiences beyond simply reading one of your campaigns; forwarding/sharing also generates additional impressions for each person who receives a forwarded message from someone else receiving one from someone else….
Email marketing is an integral part of any business. It allows you to communicate with your customers and prospects, build relationships, and increase sales. It’s easy to track the performance of your email marketing campaigns by using these metrics, so don’t forget about them!