Email marketing is one of the most effective and powerful customer relationships and touchpoints, customer engagement, and conversion strategies. But if you want to ensure that your strategies are working it is important to track the correct email marketing metrics. However, not all metrics are equal.
Some of the most generalized metrics are very at best and completely pointless at worst. Here’s a breakdown of the email marketing KPIs you should stay away from and what they are replaced with.
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Pricing
| Trail Plan | Standard Plan | Premium Plan | Professional Plan |
| $50 | $145 | $185 | $225 |
| Sending Limit | Sending Limit | Sending Limit | Sending Limit |
| 1000 Emails/Hour | 1500 Emails/Hour | 3000 Emails/Hour | 5000 Emails/Hour |
The Importance of Email Marketing Metrics
However, email marketing metrics are essential as they give a clear picture of the kind of performance on a specific campaign and therefore you can change the strategies if the audience is not interested. Here’s why they are important:
Measure Campaign Performance
Such values as open rates, click-through rates (CTR), and conversion rates will allow judging the degree of interest of the audience in the provided e-mails. Open rates can tell you about your subject lines and timing and the high click-through rates can tell about your content and the CTA you used.
Understand Audience Behavior
While the success of your emails is measured in response rates, such as the bounce rates and unsubscribe rates, show how your emails are likely to be accepted. For example, a very high bounce rate might be due to problems with the quality of the list you are e-mailing, whereas a high rate of people who unsubscribe from your mailing list may tell you that your content isn’t as interesting to them as you had thought.
Optimize Email Content
This way, you find out which subject lines, body copy and design elicit the highest response rate for future campaigns.
Test and Refine
Metrics enables you to do a Comparison Test which tests areas such as subject line, CTA, or images. It enables analysis of the results so that campaigns are constantly optimized for the best results.
Measure Return on Investment (ROI)
Last but not least, the key aim of email marketing is to make demands on business outcomes, to accomplish sales, leads, or conversions. Other measures include Revenue per Email and Total Sales from Email Marketing that assist in measuring ROI and whether the process is worth continuing or not.
List Health and Growth
They enable one to monitor over time elements such as the rate of engagement and consequently the health of the list. An increasing list with high interaction implies that your campaigns are reaching and capturing the right audience.
Identify Opportunities and Weaknesses
Tracking metrics on a scheduled basis also allows for targeting an area for improvement (like the interaction with a particular audience) or allows for identifying deficiencies in a campaign.
6 Most Important Email Marketing Metrics
The six most important email marketing metrics to track are:
Open Rate
This metric tells you the percentage of the people who delivered your email who opened the email. This can be used to determine how effective your subject lines, preheaders, and even the time you send your emails are. A higher open rate normally means that your emails are standing out.
Click-Through Rate (CTR)
The CTR can be expressed as the mathematical relation between the number of individuals who clicked on links or buttons presented in your email, and the total number of emails delivered. A high CTR indicates that you are putting up interesting content and that your CTA is perfect when it comes to encouraging recipient engagement.
Conversion Rate
Measuring how many people clicked a link in your email and then proceeded to perform the action you want (buy a product, register for a webinar, download some materials, etc). Conversion rate is critical when wanting to know just how effectively or poorly your email campaigns are performing regarding business objectives.
Bounce Rate
This is the percentage of emails that did not reach the recipient’s inbox in the first instance. There are two types of bounces: hard bounces (permanent deliverability problems such as insufficient or invalid email addresses) and soft bounces (temporary deliverability problems such as the recipient’s mailbox being full). A high bounce rate signifies problems associated with the quality of your email list.
Unsubscribe Rate
This metric gives the proportion of the individuals who opted out of your list after you had sent out an email. Of course, more unsubscribers also mean that your email content doesn’t quite click with your readers or that you’re bothersomely frequent in your emails.
List Growth Rate
It checks on the rate at which an email list is building up or reducing its size in a given period. A healthy growth rate means that you are gaining new subscribers while the old subscribers are still active. If your list is no longer growing or shrinking, then it may be time to revisit this entire sign-up process.
How to Track Email Marketing Metrics
To track email marketing metrics effectively, you should use the following; Many email marketing service providers offer specific tools that inform marketers about these metrics Their platform has inbuilt tracking tools Additionally, they should use third parties, where necessary or use manual tracking. Here’s how to do it:
Email Marketing Platform (Built-in Analytics)
Most third-party email marketing tools like iDealSMTP, SMTPmart, SMTPget, etc. have these statistics integrations already operating to guide you. These tools automatically generate reports for the following metrics:
- Open Rate
- Click-Through Rate (CTR)
- Bounce Rate
- Unsubscribe Rate
- Conversion Rate
- List Growth Rate
When you send a campaign, the instrument then shows on a panel these metrics for every sent e-mail. The reports are usually first split by demographic data, device, and other parameters in most cases.
Google Analytics (For Conversion Tracking)
To view the conversion rate (sales, registrations, etc.), G.A. email marketing may be linked to Google Analytics. Here’s how:
Specify the UTM parameters (tracking tags) to the links in the email and you will be aware of how many people of the recipients clicked through the link and performed an action on a website.
This has to be done through the help of Google Analytics, where you have to monitor the email traffic. From it, you can tell on which site’s pages, the visitors lingered, and whether or not they turned into customers or leads.
Email List Management and Segmentation Tools
Segmenting Lists- By segmenting their email lists into several categories (based on their characteristics- demographic, behavioral, etc.), a person can track how a certain segment works with the emails they get.
Sign-up Forms- Look at which forms and entry points on your website are gaining subscribers, or losing them.
A/B Testing and Performance Comparisons
For optimizing your campaigns and tracking the success of different versions:
A/B Testing- A lot of the email clients provide A/B testing on the subject line, content area, or call to action to determine which option works best.
Look at the results in your campaign report, where you will find the open rates, click rates, etc., of various test versions.
Third-Party Analytics Tools
If you want more advanced insights:
Reporting concerning the performance of email campaign tools like HubSpot, Klaviyo, and ActiveCampaign is available.
Heatmaps- Some tools (Crazy Egg or Hotjar) can show heatmaps to see where there is a high clickthrough on your emails and even more insights.
CRM Integration
If you are interested in using an email marketing campaign and you are using a customer relationship management system such as Salesforce then you can integrate the two. This allows you to:
Keep a record of the customer engagement with the emails that you send. Track overall interaction (e.g., how an email campaign lasts a long time in determining the rate of lead nurturing and sales).
Manual Tracking and Reporting
For smaller-scale operations, you can manually track certain metrics: Document the times of send frequency so that you can determine list growth by comparing it to the size of the list. Monitor campaign opens and clicks in a master spreadsheet against previous campaign results.
Mobile Tracking Tools
As several users, especially young people, with the penetration of technology in need, read emails on their portable devices, it may be useful to monitor mobile traffic indicators. Often in email clients, or some of the third-party applications that one may use, one can view how such emails are viewable on mobile devices and normal computers.
Conclusion
As in any marketing niche, knowing what KPIs to target is crucial when it comes to email marketing. Even though open rates, unsubscribe rates, and list growth look like something that should be valued, they don’t give enough information to utilize to participate more specifically in email marketing. Fashion avoids having reliance on open rate because it has vaguer standards but focuses on CTR, conversion rate as well and delivery.
Measuring such value-oriented statistics will guide the optimization of your communication, extend consumer interest in your products, and enhance the overall ROI on your email marketing metrics projects.
