Email Marketing Metrics: A Practical Guide

After launching your first email marketing campaign, it is important to learn about the metrics that let you know if your email marketing strategy actually works and is effective. The first thing you need to do is to identify the marketing metrics that let you know if your time and resources aren’t wasted. Below we will have a look at the importance of email marketing metrics and how to plan them.

What are Email Marketing Metrics?

Is a metric that is a calculating measure used to track, monitor, and assess the success rate of your marketing campaign, similar to key performance indicators (KPI). The metric involves a formula to monitor and assess the outcome of your email campaign and checks the progress toward your objectives.

The measure formula depends on the result you aim to achieve with your email marketing. To measure correctly, you need the required data. If data collected for your metric reflects your goal, it will produce clearer statistical results.

What is the importance of email marketing metrics?

The importance of email marketing metrics is that with those metrics you can assess your engagement and conversion rates. It assesses the most important part of your campaign.

KPIs can help you with your business growth. With the use of key performance indicators, you can identify your result-provoking actions, those insights will inform you about which marketing strategy to intensify or eliminate, in order to improve the whole customer experience and of course avoid wasting time, effort, and resources.

Also, key performance indicators can help you define any future email campaigns, as they give you a whole insight into what works and what doesn’t, in order for you to gain the optimum return on your campaign investment. 

Email Marketing Metrics:

In order to evaluate the success of your email marketing efforts, use the following metrics:

Clickthrough Rate

Click-through rates give you an understanding of how many subscribers are actually engaging with your content and want content they want to consume from you, whether it’s a product offer/discount or just a simple blog post. Clickthrough rate insights can help you adjust and improve your email marketing efforts.

Conversion Rate

It is essential to track your conversion rate in order to measure your click. In your email marketing, it is necessary to always have a call-to-action (CTA), to measure if your subscribers took action from your campaign. If your CTA is to subscribe to a podcast, the conversation rate can help you determine if you are reaching your goal.

Subscriber List Activity

It is necessary to track the growth and decline of your subscriber list. List growth is important, as it helps you expand your reach and increase the likelihood that more subscribers will engage with email marketing campaigns.

Bounce Rate

Use bounce rate, the most classic metric of email marketing campaigns. Bounce rate can show you the percentage of emails that are undeliverable to subscribers and are sent back to your email service provider.

Hard bounces:

Hard bounces refer to messages that are always rejected because the email address of the recipients is wrong, or most probably they have blocked your email.

Soft Bounces:

Soft Bounces refer to the messages that are temporarily rejected because the recipient’s inbox is full, , or the email exceeds a size limit set by the recipient or most probably by their email server.

Email Forwarding

Email forwarding is the rate at which your subscribers share and forward your emails to their own contacts. This can help you receive valuable insights, as it will show the extent to which subscribers were entertained or engaged by your email content.

Engagement

With this metric, you can understand and analyze how many subscribers have interacted with your email or if they just open it. If a recipient engages with your email, you can rest assured that you’re well on your way to achieving your email marketing goal.

Engagement based on time and day

Find the right time, to send your marketing email. This can help you improve your engagement; you just need to test which optimal time and day better works for your industry or for your campaign.

Time spent engaging with email content

With the use of Google Analytics, you can measure how long it takes for a user to engage with the content on a particular web page. It is equally important to measure the length of engagement of your email content. If it takes longer for a subscriber to read your email, the better.

Email marketing is one of the best options if you looking to reach new or current customers and remind them about your brand, and what you can offer by adding value to their lives whether or not they proceed with a purchase. As with every other area of your business marketing, from your social media campaigns, measuring email marketing success is critical to improving as you go.

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