If you want to manage your email marketing success metrics, it's essential to understand your audience's behavior.
In this article, we'll explore the benefits of understanding email performance.
We'll also talk about common metrics that can provide you with insights to help you improve your future campaigns.
The benefits of understanding email performance
First, let's look at why using email metrics is such a powerful marketing tool.
Let's say you own a pet supply store, and you've compiled an extensive list of email addresses that includes users who are most interested in your services by using your email platform's analytics.
You can see how many people came to your website by clicking on the link in the email, or how many responded to an action request you put in the email, such as completing an online purchase with a discount code.
This type of informed decision-making can drive more conversions, and help you improve the success of your future campaigns.
This is how we explain the benefits of reviewing email metrics, but what story or statistic can these individual metrics tell you?
Popular email marketing success metrics
Let's look at 5 useful email marketing success metrics:
1. The first email marketing success metric is the open rate.
The open rate in email campaigns is simply the rate of people who opened the email compared to the total number of people who received the email.
This is useful for understanding the impact of an email address.
For example, if the headline “Things We Love About Our Pets” has a higher open rate than another email titled “Discounts and offers on pet food,” this shows that your audience prefers emails that inform them as pet owners. Pet, more than promotional content.
Once you know how many people have opened the email, take a look at the click-through rate.
This provides a better view of how successful individual email campaigns are.
It also gives you the percentage of people who clicked on links to your website from each email opened.
2. The second metric is click-to-open rate
Click-to-open rate measures the number of clicks compared to emails opened.
This gives you a more realistic idea of how the audience interacted because they opened the email, clicked on the link, so this is proof that you succeeded in what you wanted to achieve.
3. The third metric is conversion rate
Another useful metric is conversion rate. Let's say you're about to open a pet grooming shop and you announce the opening via email.
The conversion rate will show the number of people you emailed to, compared to the number of people who signed up for the opening.
Sometimes, when you send an email, you see it bounce without reaching the addressee.
4. The fourth metric is the feedback rate
The bounce rate is the percentage of emails that did not reach subscribers and returned to you. There are two types of bounce:
- Mild bounce: This is caused by a full inbox or a size restriction on your audience's email server.
- Hard Bounce: It occurs when your emails are blocked or the address you are using is incorrect.
Breaking down the messages that bounced in each email campaign can show you which email addresses should be removed, saving you time and effort for your next campaign.
5. The fifth metric is the reading of the scales
Reading the metrics and the information that appears will help you understand what worked and what didn't.
On the basis of this, any future campaign can be improved, whether it is at the level of the email header, at the level of reviewing the type of content posted, or refining your subscriber list.
Summary
With this, we have touched on some valuable email metrics, which will help you extract useful insights from your marketing campaigns.
Take the time to review the metrics for the last email you sent, and see what those metrics show you.