Email Marketing Metrics to Measure and Improve Your Campaigns
One of the most successful ways to engage with your audience and promote your brand is through email marketing. However, like any marketing strategy, email marketing requires careful planning, execution, and measurement to be successful. One of the most important aspects of email marketing is tracking and analyzing metrics to measure the campaign's effectiveness and make improvements over time. Let us discuss the top email marketing metrics you should measure and how to use them to improve your campaigns.
The open rate is the percentage of receivers who opened your email. It's a critical metric to measure because it indicates how efficacious your subject line and preview text are in capturing your audience's attention. A low open rate may demonstrate your subject line is not compelling enough, or your email may get caught in spam filters.
Consider using A/B testing to experiment with different subject lines and preview text to improve your open rate. You can also try segmenting your email list to send more personalized messages that are more likely to grab the attention of specific groups of recipients.
The percentage of receivers that clicked on a link in your email is referenced as the click-through rate (CTR). This metric measures how helpful your email's content and call-to-action are to engaging your audience. A low CTR may indicate that your email's content is not resonating with your audience or your call-to-actions are not clear.
Focus on producing engaging content pertinent to the wants and needs of your audience to increase your CTR. You can also experiment with different calls to action and the placement of links within your email to see what works best.
The conversion rate is the fraction of people who performed an action on the email, like buying something, filling out a form, or downloading a resource. This metric measures the ultimate goal of your email marketing campaign and indicates how effective your email is at driving action from your audience.
To increase your conversion rate, develop a clear call to action that directs your audience to take the necessary action. You can also experiment with different landing pages or offers to see what resonates best with your audience.
The bounce rate measures the percentage of undeliverable and returned to the sender emails. There are two different kinds of bounces: hard bounces and soft bounces. Hard bounces occur when an email is returned due to a permanent issue, such as an invalid email address. Soft bounces arise when an email is returned due to a temporary problem, like a full mailbox.
Make sure your email list is accurate and updated to lower your bounce rate. You can also experiment with double opt-in to confirm new subscribers' email addresses and eliminate inactive subscribers from your list.
The unsubscribe rate measures the percentage of recipients who chose to unsubscribe from your email list after receiving your email. While it is normal to have some unsubscribes, a high unsubscribe rate may indicate that your email content is not relevant or valuable to your audience.
Ensure your email content is customized to your audience's interests and needs to lower your unsubscribe rate. You can also try segmenting your email list to send more targeted messages and offer a rational way for recipients to update their email preferences.
The forwarding rate is the fraction of recipients that forwarded your email to another person. This metric indicates how engaging and shareable your email content is.
Create valuable and relevant content for your audience to increase your forwarding rate. You can also encourage your audience to share your email by including social sharing buttons or a call-to-action to forward the email to a friend.
The metrics you choose to monitor should allow for an accurate assessment of the effectiveness of each email you send, the state of your email list, and your progress toward your primary objectives. As long as you can identify each of these, you are on the right course for more successful email marketing.