6 Metrics To Measure A Successful Email Campaign
Data-driven marketing is growing at a global level, with data at the base of any successful marketing decision or strategy. Email marketing is an incredible channel to reach new potential clients and also a great way to maximize existing client engagement. Measurement is the way to showing success. Therefore it is an essential requirement of the job role to measure success of a campaign. In this post, we are sharing 6 email marketing metrics you must be follow in order to measure campaign’s success.
Open Rate (OR)
The open rate indicates the number of emails opened compared to the total amount delivered. A recipient can open the message multiple times, and consequently that email will have more “openings”. If the recipient does not download the images, openings cannot be detected.
The elements that affect opening rates most are the subject and preheader: carry out tests frequently and pay extreme attention when drafting interesting copy that arouses curiosity and urges recipients to open the message.
Click-Through Rate (CTR)
This is the number of clicks on the links contained in an email message. Then divided by the number of emails delivered. If a good open rate is indicative of a good subject, the click-through rate is determined by the email’s content – images, copy and especially calls-to-action.
To improve this crucial email KPI, it is important to carry out frequent A/B tests on wording and the style of CTAs. As well as on the content layout and images used.
Sometimes it happens that your email marketing efforts may annoy some of your subscribers. They may think that you are sending too many emails or they might have a change in behavior. If you notice that the rate of your unsubscribing is climbing, this may be the right time to evaluate the email messages you are sending and the distribution frequency. These are the two most common reasons people unsubscribe from your list. The only way to track is to track your unsubscribe rate and look into it when necessary.
The bounce rate is the percentage of email addresses that returned an error after being sent. Errors can be either permanent(hard bounces) or transient (soft bounces). Hard bounces include non-existent or invalid email addresses that will never be delivered the message. Soft bounces, on the other hand, include full inboxes or temporary server issues – in these cases, delivery will ensue if the issue is resolved.
Monitoring bounce rates is above all crucial for ensuring that correct message delivery takes place. In fact, higher than average bounce rates may be a symptom of a problem related to a specific email client or to the message itself.
Every email has (or should have) a clear objective. The email should correspond to the action you would like users to carry out. Some examples of objectives are: make a purchase, read an article on your blog, fill out a subscription form, request a quote or sign up for an event or webinar.
The conversion rate is the metric that measures how effective your message is in relation to your objective. It is important to be constantly aware of this metric on both a general level as well as by type of campaign or message, studying its history and averages at different levels.
Return On Investment (ROI)
Return on investment is clearly one of the key metrics to monitor because it accurately measures the cost-effectiveness of email campaigns, that is, how much they earn you in comparison with the costs incurred to implement them.
We will never stop emphasizing that email is the channel with the absolute highest average ROI (400%). An excellent reason to leverage this channel in the best possible way.
In an age where marketing activities are increasingly led by the analysis and interpretation of data, knowing how to measure and constantly monitor your activities’ performance is the only way to understand their value and success. Data monitoring and analysis are fundamental in assessing an email campaign results. Setting clear goals and identifying the most relevant email metrics for your industry and activities is the way to measure a successful email campaign.