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EMAIL MARKETING METRICS: WHICH ONES ARE IMPORTANT AND HOW TO READ THEM

Por Euge Skaf | Content creator

How-to-Take-Advantage-of-you-Email-Marketing-Metrics

So your e-mail promotional campaigns can reach their objectives, it’s indispensable that you measure your partial results, and apply any necessary adjustments. This is what the post is about! Today I’m going to share with you which email marketing metrics are important and how to read them.

Furthermore, at the end of this blog post you will find a downloadable template to present your email marketing metrics that you can use in your campaigns in order to interpret your data with clarity. Let’s start!

Email Marketing Metrics: what does the data show and how can it help you optimize your campaign?

First off, you should know that the objective of Email Marketing Metrics is to provide you precise references in order to guide the next steps of your campaigns.

For example, if you uncover that the Average Email Opening is much higher on Mondays, you should make sure to send your mailings this day.

Before continuing, you may be asking yourself where can I find my email marketing metrics? And the answer is by going to your campaign provider. For example, when you use Doppler to send your mailings, you get a complete report of the impact of your promotions via email.

So now what are the most important email marketing metrics that you should keep in mind in order to direct your strategy? Below I will present them to you and explain what the function of each one of them is.

The most important Email Marketing Metrics to optimize your campaigns are:

Email Marketing Metrics help you learn

1 – Average Opening of your Emails

Is a fundamental indicator, since it informs you about the general effectiveness of your email marketing strategy. This provides you specific data about which are the days, schedules and countries that show a higher average of opening your emails.

Also evaluating your email marketing metrics in relation with the opening of your emails allows you to target your subscription list and take into account the most convenient schedules in each case. You can also study your best averages based on criteria such as email clients and types of devices.

2 – Click-Through Rate (CTR)

The Click-Through Rate informs you about the proportion of your audience that clicked on one or more links included in your email. For this reason it is an essential indicator in order to learn the effectiveness of your promotional messages and your calls to action.

In fact, obtaining a high CTR is a reflection of a list of quality subscribers and that your messages are relevant to your audience. Furthermore you should take into account that the CTR can vary according to the type of emails. For example it will be much higher in relation to newsletter emails and tends to decrease with email that is purely promotional.

For these reasons, I advise you to classify your obtained CTR according to the type of mailing carried out in each case. It will permit you to evaluate the behavior of your audience with more clarity based on the different contents that you send via email.

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3 – Rate of Conversion

The Rate of Conversion is another one of the most important Email Marketing Metrics in relation to the success of your campaign and the growth of your business. It shows you the percent of users that clicked on a link in your email and that fulfilled a desired action (for example, filling out a purchase form).

For this reason, having a high Conversion Rate is an indicator that your campaign functions well and that your subscribers find your mailings relevant. Also it is an indication that your promotional messages and calls to action have an effective impact on your users.

Also having a high Conversion Rate is essential in corroborating your Landing Page (which means, the page where your users go when they click in your conversion links) is of good quality. What does this mean? It means that you provide a clear and intuitive design that guides your audience through the registration process smoothly and safely.

4 – Growth Rate of your Subscribers List

Knowing the Growth Rate of your Subscribers List offers you data about how quickly your database of emails is growing. Since this parameter is not included in the provided forms of email marketing services, I will show you how to calculate it.

To find out the Growth Rate of your Subscribers List you should subtract the emails in which you have received “rebounds” and reports of abuse (later we will see what each one is) from the list of new emails obtained in one month. Then you have to divide this number by the number of emails included in the original list.

Growth Rate of Subscribers = (New Emails of the month – Number of Rebounds and Reports of Abuse)/ Total Number of Emails

Take note that a well directed email marketing campaign incorporates new subscribers to your list in a permanent manner. You can use the applications on SocialTools to launch contests and promotions on your Fan Page and generate base data with your fans emails.

a million subscribers

5 – The Rate of Forwards and times that your campaign is Shared on Social Media

In this case, the Rate of Forwards and times that your campaign is Shared on Social Media illustrates the impact your mailings generate on your audience, in the form of interactions. Specifically this indicator shows you the percentage of users that clicked on the “Share” button (on Facebook, Twitter, etc.) included in your email.

Alternatively, this parameter can show you what percentage of people clicked on the “Send to a Friend” button included in your email. Also this Rate serves as a reference to you in order to know the assessment and relevance that your users give your email. This way, the act of a person sharing your email with their community will be an unwavering indicator that you have found the perfect topic.

Sometimes, the Rate of Forwards and “Shares” is important because every time that users share your emails with their contacts (people that are outside of your subscribers list) the range of your campaign multiplies. Also you should take into account what are your campaigns highest rates of social interaction so that you can direct your next mailings.

6 – Reports of Abuse

This is one of the less favorable indicators for marketers, but at the same time it also one of the most relevant indications in email marketing metrics. Also the Rate of Reports of Abuse show the number of times people have marked your emails as SPAM.

Multiple reasons exist for why people can find your emails irrelevant or undesirable, and decide to leave your subscribers list. For this reason, it’s important to categorize your email database so that you can ensure that you have the best possible quality of segmented material.

In other words, you’re trying to get a list of subscribers who are actually interested in your products or proposals. Of course this is ideal, but your steps should be guided while adding new emails. Because of this it is advisable to turn your Fan Page to obtain the emails of your followers through launching Image Tests, Discount Coupons and other options.

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7 – Rebound Rate

Ultimately, together with the last step, this is another one of the email marketing metrics that shows “decreases” in your email list. In this case, it is the percentage of electronic email sent that can’t reach the destination. This impossibility is known as a “Rebound”.

With respect, there exists two classes of Rebound: the first of these we call “Hard”, it happens when an email account has been closed, is invalid or it simply does not exist. For these reasons, the emails in this category will never be successfully used and you will need to eliminate them from your list.

On the other hand, other types of rebound exist that we can call “Temporary”, that is they are recoverable. These happen when, for example, an email cannot be delivered because the inbox is full or because the email server has a problem. In these cases, you can try to resend your email a little bit later. If the rebound persists, you will know that it is a Hard Rebound.

Download your Presentation Template for Email Marketing Metrics

Now that you already know the principles metrics you should put them to use in your email marketing campaigns, I’ve shared with you a model template to help you present your obtained data from your emails. Click on the image to download it to your computer!

resentation Template for Email Marketing Metrics

 

I hope that this blog post has helped you to learn and interpret the principles of email marketing metrics, so that you can direct your campaigns to success. So tell us!

Did you like this article? Would you add another metric to the list? Tell us your opinion! And please, remember share this post with your contacts. Until next time! 😉

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