Email metrics that can be a powerful addition to your marketing toolbox

When it comes to managing the success of your email campaigns, understanding youaudience’s behaviour is essential. 

Let’s explore the benefits associated with understanding email performance as well as covestandard metrics that can provide insights to help you optimize future campaigns. 

Why utilizing email metrics can be a powerful addition to your marketing toolbox? 

Let’s say you own a pet supply shop and have gathered a good email marketing list made uof interested customers usinthe analytics from your emaiplatform. 

You can discover the number of people clicking from your email to your website or how many complete any call to actions you’ve set, such as making an online purchase using a discount code. This type of informed decision making can lead to high conversion rates and help you refine any future campaigns for success. 

So, the benefits of reviewing email metrics are evident, but what story or insights can these individual metrictell you?

Useful email marketing metrics 

An email campaigopen rate is simplthratiof peoplwhhave activelopened the email versuthe total number opeople who received itIt iuseful for understanding the effectiveness oyour email subject line. For example, if a subject linof thingwe lovabououpets receivehigher operate thaan email titlediscounton offeron pet food. It tellyoyour audiencfavours emailthat givthem insight intlife apeownerather thapromotionacontent. 

Once you know how many people open the email, look at thclick-through rates or CTR. It offers a top-level view of the success of the individual email campaign and gives you the percentage of people that clicked on links to your website from every email that was opened. 

The click to open rate considers the total number of clicks versus emails that weropened. It gives you a more realistic idea of audience engagement because if they opened your email and went oto click a link, you did something right. 

Another useful metric is conversion rate. Say you have a free pet grooming workshop coming that you’ve advertised in your email. The conversion rate would show how many people you sent the email to, compare to the number of people who ended up registering for the event.  

Sometimes when you send emails, they bounce back; the bounce rate is a percentage of emails that could not be delivered to subscribers and were sent back. There are two kinds of bounces we need to know. 

Soft bounces, these are rejected due to a full inbox or size limit restriction on your audience’s email server hard bounces your emails are blocked, or the address you are using is incorrect. A breakdown of hard bounces per email campaign can show you which email addresses to remove, saving you time and effort for your next campaignLooking at the metrics and the story they tell will help you understanwhat’s working and what isn’t. 

The next step is to adjust any future campaigns accordingly, whether that be to refine thsubject lines, review the type of content published, or cleaup your subscriber’s list. 

We’ve now covered some valuable email metrics or help you uncover useful insights from your marketing campaigns. 

Take the time to review the parameters from the last email you sent what story do these metrics tell you. 

About the author

Anil Jangra

MBA graduate with ten years of experience in management consulting in Marketing Functions. Experience in developing a customer experience strategy & customer journeys to drive the shift from product centricity to customer advocacy by leveraging digital marketing.

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