Email marketing is an amazing resource to reach new prospects, as well as take full advantage of existing client engagement. Being a successful business owner, you wear many different hats and are responsible for many moving parts of your business. It’s easy for your email marketing to be neglected and all the data to become over whelming. There are so many different metrics and KPI’s or key performance indicators you should be managing to ensure maximum return on your investment on your email marketing. Assuming you are successful with following through on your email campaign schedule, how would you measure the efficiency of a marketing campaign?
In this post, I will share 6 email marketing metrics I recommend you analyze on a consistent basis to measure your e-mail marketing campaign success.
1. Delivery Rate:
This is one of the most basic metrics, but it’s usually underestimated. What makes an “excellent” delivery rate? An excellent delivery rate is usually around 97%. If a business advises you they can promise a 100% delivery rate, this should be a red flag to you, as they are not being honest with you. If you’re below, say, 90%, you might want to investigate and resolve likely challenges with your email service provider or email database list to increase delivery rate. Also, it’s important to partner with a reputable email service provider.
2. Open Rate:
The email open rate is how many people view or open an email campaign. It is generally a percentage and is calculated by dividing the number of email messages opened by the total number of email messages sent. Bounced emails are excluded. Some email service providers or ESP’s also track unique email opens. Unique email open rate does not include duplicate opens that take place.
The open rate of any given email may fluctuate based on a number of variables. For example, the type of industry the email is being sent to. Also, the day and time an email is dispersed or sent to recipients may have an effect on email open rate. The length and title of an email's subject line can also affect whether or not it is opened.
3. Click-through Rate:
How many and which links were clicked? Make use of this measurement to decide the amount of action every message creates, which types and what position of links drive more engagement. Test calls-to-action by analyzing navigation rates for different messages. Be sure to segment your list and customize content for clickers and non-clickers. Focus on the non-clickers with better offers; give your loyal clickers extra related content.
4. Conversion Rate:
Your email has been effectively delivered, you convinced the viewer to click, and now you need to know whether they made the next step and really purchased something. This is identified as Conversion. It’s important that you track your conversion rate from email. If you’re offering a product or service you can quickly calculate the ROI considering its conversion rate
5. Bounce Rate:
Bounce rate measures the percentage of your total emails sent that couldn’t be delivered to the recipient’s inbox. There are two sorts of bounces to track: “hard” bounces and “soft” bounces. Soft bounces are the after effect of a temporary issue with a valid email id, for example, a full inbox or some issue with the recipient’s server. The recipient’s server may hold these emails for delivery once the issue clears up, or you may try re-sending your email message to soft bounces. A hard bounce indicates a permanent reason an email cannot be delivered. While there are many reasons an email address may hard bounce; some common reasons this could happen are the recipient email address does not exist, domain name does not exist, or the recipient email server has completely blocked delivery.
6. Unsubscribe Rate:
Sometimes your email marketing efforts may not be a right fit for some of your subscribers. That may be because of their mismatched expectations from you. They may think that they are receiving too many emails or they might have a change in needs. All these reasons are legitimate and should prompt further analysis. If you notice that your unsubscribe rate is increasing, this is the time to evaluate the email messages you are sending and how often; the two most common reasons people unsubscribe from an email list.
Christine Smith is Founder & CEO of smurkmedia.com. smurkmedia.com specializes in systematic processes to increase website rank & traffic through e-mail marketing, social media, seo, sem, ppc, and public relations. To learn more, visit http://www.smurkmedia.com.
This article is intended for informational purposes only. smurkmedia.com, nor Christine Smith, accepts liability for the content of this article, or for the consequences of any actions taken on the basis of the information provided.