Email marketing was one of the earliest forms of inbound marketing — and it’s continued to be one of the most widely used due to how cost-efficient and effective the strategy is. If you’re implementing an email marketing campaign, then it’s important that you keep track of certain email marketing metrics so that you can judge how your campaign is performing and identify what is and isn’t working so that you can make strategic adjustments as necessary. The following are some of the most important email marketing metrics that you should be following:
Click Through Rate
Click throughs refer to how many recipients are clicking the links in your email. The higher your click-through rate is, the more enticing your content was to your recipients. A poor click-through rate means that you’re not connecting with your readers. A/B tests, which help find new ways to get more clicks in your emails, also make use of CTR’s.
Unique opens refers to how many people open your emails. If you don’t have many unique opens, it means that your subject lines need work — or you may not be timing your emails properly and they’re getting buried in the inboxes of your recipients so that they don’t see them.
Forward rates weigh the percentages of recipients who share your posts. A high forward rate is a good sign that you’re doing something right. It means you’re providing content that recipients believe is helpful and informative. As a result they then forward it to friends, family members, or coworkers.
The bounce rate measures how many subscriber email addresses didn’t receive your email. A soft bounce means that the email address is valid; but the inbox was full or the server was down. A hard bounce means that the email wasn’t valid. To avoid a high bounce rate, periodically update your email list and remove old addresses.
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The deliverability rate refers to the percentage of emails that reach your recipients’ inboxes. Factors that may prevent your emails from being sent include email addresses that don’t exist or no longer exist or emails that are spam.
Clicks Per Link
Click-through-rates only refers to how many times your links were clicked. However, Clicks per link is a more detailed metric. It shows which links get more clicks on your campaign; not counting how many times each recipient has clicked on the link .
Your conversion rate, will assess how many people click on the link and then complete a specific action. A low conversion rate means that your content isn’t connecting or your calls-to-action aren’t effective. Similarly, conversion rates give unique insight into your return investment. When you know how much you have spent, and how many subscribers have converted, it easier to determine whether or not the money you put in has paid off.
The higher your unsubscribe rate is, the more likely it is that there’s something wrong with your email campaign. There are two potential causes for this — you may be sending out too many emails to the point where your recipients are unsubscribing because you’re filling up their inbox or the content of your emails isn’t relevant to your recipients.
Once you’ve launched your email campaign, it’s important that you track how it does. You can make adjustments to your email marketing efforts throughout the campaign, after all. If things aren’t working, you won’t want to just let it fail — you’ll want to right the ship. To track how your campaign is going, be sure to keep these email marketing metrics in mind.