Email Marketing Metrics That Can Help You Build Better Emails
There is no doubt that email is one of the most effective marketing channels. However, as an email marketer, you need to know whether or not you are headed in the right direction and getting the most out of your email marketing efforts. In order to measure the results of your efforts, there are a few best practices and metrics that you need to monitor.
Each email campaign can be different with different goals and target markets. However, here are the basic metrics that apply to any campaign and need to be considered in order to run successful email marketing campaigns.
- Deliverability rate
The deliverability rate is the number of emails that your recipient's server will accept. Calculated by dividing the number of emails delivered by the number of emails sent, the percentage shows how many emails get into the inbox. It is important to compose emails that pass the spam test for different email servers. Emails that use trigger words such as "Free Trial", "Increase Sales", "Make Money", "Best Price", "Guaranteed", etc. in the subject line are intercepted by the spam filter and end up in the recipient's spam folder. Those emails that fail the spam test have a low deliverability rate.
- Opening rate
The open rate determines the likelihood of your users reading your email. This is one of the most important metrics that every email marketer needs to track as your email campaigns will only work if they are opened and read. The main driver for open rates is the subject line of the email and the sender name. The more tempting the subject line, the more likely it is that people will open the email to read it further. Using emoticons in subject lines and making them short and clear can play an important role in improving open rates. When the message reaches the target group, the opening rate increases.
- Click rate
You can use the click-through rate to determine how many people have clicked links in your email to visit your website or to learn more about your offer. Here's how well your campaigns are performing. The main factors that affect click through rates are good design, relevant content, exciting offers, and enticing CTA. By sending personalized emails to segmented email lists, brands can target better and get more users engaged with the email. Get free HTML email templates to A / B testing with various combinations of subject lines, design elements, email copy, CTA placement, colors, fonts, etc. to see what works and what Not. This helps in sending the right email that gets the maximum click through rates.
- Exchange rate
The next step is to measure whether the reader is taking the desired action, e.g. B. Make a purchase, fill out a lead form, take a survey, or fill out a download. The conversion rate measures the number of people who clicked through the email, took a certain action, and developed further in the sales funnel. This is the single most important metric that determines the success of your email campaign. It is calculated by dividing the number of times the desired action was taken by the number of emails sent. Mailchimp email experts can help you measure your conversion rate and get insights into the overall performance of your campaigns.
- Bounce rate
The bounce rate is the percentage of your email that won't be sent to the recipient's inbox. There are two types of bounces that marketers need to look out for: soft bounce and hard bounce. Soft bounces occur when temporary issues such as insufficient space in the recipient's inbox or a server failure occur, while hard bounces are due to permanent issues such as incorrect or non-existent email addresses. It is extremely important to keep a clean email list to avoid bounces. High bounce rates lead to a bad reputation of the sender with Internet Service Providers (ISPs).
- Unsubscribe rate
Email recipients who can't connect to your email or are no longer interested in hearing from your brand often choose to unsubscribe. It is important to have an unsubscribe option in your emails and to monitor the number of unsubscriptions to keep an error-free email list. Make sure to remove the unsubscribers from your email list. If the unsubscribe rate continues to increase with every email, you may want to analyze and rethink certain parameters in order to create better emails.
- Forwarding / social sharing rate
It is recommended to include social sharing icons and a sharing option in the emails for better email sharing. If users find your emails useful or helpful, or if your brand can connect with users, there is a high chance it will be shared more. The frequency with which your recipients forward the email or share it on social media plays an important role in the success of the email.
- Campaign ROI
The total return is essentially the result of the total income divided by the total expenses for the campaign. The ROI gives you a clear picture of whether the effort, time, and money you put into your email campaigns is paying off.
While measuring these metrics is critical to better understanding your subscribers and the performance of your emails, there are several email automation platforms available that can make your job easier. Investing in Marketo certified experts, Mailchimp experts, and the HubSpot marketing automation platform is a great way to keep track of your email campaign metrics. If you don't want to spend on building emails from scratch, you can also download free HTML email templates that follow best practices and produce great results.
Kevin George is the Marketing Director at Email Uplers who specializes in creating professional-quality email templates, converting PSD to email, and Mailchimp templates. Kevin loves gadgets, bikes and jazz and breathes email marketing. He likes to share his insights and thoughts on email marketing best practices on the email marketing blog.