Using emails to create a buying decision is very effective. However, the success of this tool depends greatly on one very important factor: measurement. If you don’t measure your email marketing’s effectiveness, you are practically running in the dark; not knowing what to do and what not to do. If you want to win and want to have better campaigns, it’s only reasonable to concentrate elbows on the levers that matter. Now let’s enter the realm of email marketing metrics and learn how to put data into action.
Let’s Understand the Importance of Email Metrics Analysis
There is no email blast that excludes the accumulation of data that is essential in informing how best to do the next one. When you consider metrics, you can:
- Observe how the audience will respond to you.
- Learn how to engage the audience.
- Strengthen the campaigns.
Increase return on investment by reinforcing what works and getting rid of what does not work.
In the absence of these intelligence, you will end up wasting time and money on strategies which don’t work.
Email Marketing Metrics You Need to Keep an Eye On
- Open Rate
What it tracks: The proportion of recipients that opened your email.
Why it matters: Open rate is a strong indicator of whether your subject line, and sender name and address are relevant to the people receiving your mail.
Playbook to boost: Test subject lines that get clicks, test personalization and optimize the timing of your emails to hit inboxes at the right time.
- Click-Through Rate (CTR)
What it tracks: The share of people that clicked on a link inside your email
Why it matters: CTR is indicative of the quality and relevance of your content.
How to Fix: Write clear CTAs, use colour contrast for links, and use segmentation.
How to Fix: Write super valuable or funny content, and add social sharing buttons
Bounce Rate
What It Measures: The percentage of emails that failed to deliver.
Why it matters: A high bounce rate can hurt your sender reputation and email deliverability.
What to do: Blow dry your email list, eliminating any invalid addresses, and ensure you avoid the temptation to skip a double opt-in process.
- Unsubscribe Rate
What it measures: The share of subscribers that unsubscribed from your mailing list.
Why it matters: If a lot of people are unsubscribing your mailing list, that means your content is failing to meet the expectation which subscriber has followed.
How to Fix: Provide value in your content, be clear about what they can expect from you during the sign-up process, and never send out more than two emails a week.
- Email Sharing/Forwarding Rate
What it tracks: The proportion of email clients who forwarded your message or shared it with another party.
Why it matters: It points how much your content is shareable, something crucial for the organic amplification of your reach.
Best way to improve: Publish amazing/entertaining content and social sharing buttons on all posts.
Guide to metric analysis best practices
- Set Clear Goals:
You determine how each campaign will be successful: you could either want to drive sales, but in other times focusing on leads and engagement.
Benchmark Performance:
To assess success and identify areas for future improvements, compare your metrics to industry averages or the learnings from previous campaigns.
Experiment with different subject lines, a variety of designs for your emails, and even change up the CTAs!
Monitor Trends Over Time:
Instead of comparing single campaigns, work with metrics over a few weeks
Final Thoughts
Email marketing metrics analysis is not a numbers game; for every goal, where it needs to go. Find out what your audience reacts to and tailor accordingly so you can create action-based campaigns that engage, convert, and drive long-term loyalty.
Begin tracking your metrics now and get the most out of your email marketing!