One of the most used prospecting and customer loyalty strategies by companies, email marketing is a guaranteed presence in any good digital marketing campaign.
But do you know which email marketing metrics can help you define whether your strategy is on track? Learn all about it in this article.
What Are Email Marketing Metrics, And What Are They For?
Before getting to know the leading email marketing metrics, it is first necessary to understand, after all, what metrics are and what they are for. In short, this is email marketing data or statistics that show the results of a campaign.
Each email marketing campaign that goes live needs to be monitored so that your company can measure its effectiveness, points such as:
- how many people opened the email,
- how many clicks and more.
Imagine that you launched a new dish in your restaurant. To determine if the dish was successful, you need to answer some questions such as: how many orders of this dish do I have per day? How often do people order this dish? What do they say about the dish? , etc.
In addition to understanding which metrics will point to the success or otherwise of an email marketing campaign, it is necessary to understand what the numbers mean and give them the correct weight. In addition, it is essential to monitor all metrics closely.
Discover The Four Main Email Marketing Metrics
Now, here are the top four email marketing metrics you need to track:
- click through rate
- Conversion rate
- Conversion rate
- open rate
Click Through Rate
Opening our list of the leading email marketing metrics, we have the click-through rate that defines a good part of the success of your campaign.
The click-through rate is found from the percentage of leads that clicked on a link presented within the email about the total number of contacts that received it.
A high click-through rate will indicate that the public is interested in that subject and demonstrates engagement with it.
This metric must be monitored from the beginning to the end of your campaign, always observing when clicks usually occur. To calculate it is very simple; divide the number of clicks by the number of emails sent.
A good marketing campaign, in general, always aims at conversion, whether as a direct or indirect objective, so this rate is essential to be monitored and should be judged as one of the most critical email marketing KPIs.
It concerns all the people who took the action your campaign wanted. Soon it will be represented by the people who:
- Opened the email.
- Clicked on an internal link.
- We were directed to a page.
- Completed the action of your campaign.
If your campaign intended to sell a product featured in that email, the conversion rate would be the number of people who received your email and purchased this product.
This rate is one of the email marketing metrics that must be monitored at all times, especially when sending emails. This is because it represents the number of emails that did not reach their destinations.
Most happen because the person’s email box is full, by mistyping an email, or because that account no longer exists. You need to be aware of this rate to see the quality of your lead base and eventually clean it up.
How do I know if the person saw the email? When you think about the success of an email marketing campaign, two fundamental concerns soon come to mind: whether the email will not end up in the spam box and how to know if the person saw the email, right? Knowing this is necessary to measure the capacity of a campaign.
The account is straightforward; you will calculate how many % of the emails sent were opened. Overall, an excellent open rate must be above 17.8%, the average. If the rate is much lower than that, it’s time to rethink the strategy.
So, now you know which email marketing metrics are most important, it’s time to track them and optimize your campaigns to get a better return on investment. One of the tools that can help create and measure campaigns and other daily marketing processes is automation software.