A Quick Guide to Email Marketing Metrics

The most significant limitation to working in the digital sector is recognizing that you will have to keep up with the onslaught of new tools and platforms published on a seemingly daily basis; link checkers, video editing applications, and social listening tools, to name a few. However, at what point does this degree of creativity become a hindrance to effectiveness? What good is being pampered by a new social media platform if it does not assist you in accomplishing your goals? A Quick Guide to Email Marketing Metrics

Oftentimes, the most effective approach to use digital’s extraordinary utility is to strike a balance between innovation and unshakable reliability. A well-optimized email marketing campaign has the potential to be omnipotent, generating greater returns on investment and engagement levels. Email has been a consistent and ubiquitous mode of communication since the early 1990s, with over 150 billion emails exchanged daily.

As I previously said in my Practical Guides to Content Marketing and SEO Metrics, the most critical component of any digital marketing activity is defining your objectives. What are your email marketing objectives? How engaged are your subscribers? How do you generate leads? How do you generate revenue? Whatever your aim, email marketing may help you achieve it; 66% of internet users have made an online purchase as a direct consequence of email marketing, compared to 20% who bought as a result of social media. A Quick Guide to Email Marketing Metrics

This is because email marketing helps you to personalize your emails to the interests of subscribers who have previously shown an interest in receiving them. Unlike with other digital platforms, your audience is already (somewhat) involved, and you have the potential to acquire direct exposure in their inboxes and show your value to them. A Quick Guide to Email Marketing Metrics

A Quick Guide to Email Marketing Metrics

The Essentials of Email Marketing Metrics

Rate of Clicks

You may be asking why the first measure summarized in this guide isn’t open rate – after all, isn’t email marketing synonymous with open rate? Perhaps, but consider this: Would you rather assess the performance of a Facebook sponsored post by the number of likes it received or by the number of people who went through to your website?

While open rates are useful for split testing subject lines and evaluating the effectiveness of your newsletter on a weekly basis, if you really want to understand how readers interact and engage with each email you send, as well as whether or not they convert, click through is the measure for you. Click through rates may help you determine how many subscribers are interacting with your material and the sort of information they’re interested in consuming, whether it’s a blog article or a product offer. These are the kind of information that may really assist you in optimizing and adjusting your email marketing operations. A Quick Guide to Email Marketing Metrics

Comprehensive information on your open and click through rates are available via your Email Service Provider (at the Digital Marketing Institute, we’re particularly fond of Mailchimp).

Rate of Conversion

From evaluating clicks, a reasonable next step would be to examine your conversion rate. A well-crafted marketing email should always include an enticing Call-To-Action, and now is the time to see if your subscribers took action! Whether your CTA is to download a brochure or subscribe to a podcast, your conversion rate will indicate how well you are accomplishing your objectives! A Quick Guide to Email Marketing Metrics

Within Google Analytics, you can create a view to track the traffic to your website created via email referrals. Even better, you can define targets to measure conversions and further categorize the performance of your email campaign! A Quick Guide to Email Marketing Metrics

Activity on the Subscriber List

I purposefully avoided the title “Subscriber List Growth” for this part since it is critical to monitor both the growth and decrease of your subscriber lists. List growth is critical since it broadens your reach and increases the possibility of subscribers interacting with and eventually converting on your emails. However, subscriber list deterioration is unavoidable; according to Marketing Sherpas, email marketing databases deteriorate at a rate of around 22.5 percent every year. A Quick Guide to Email Marketing Metrics

If you detect a steady increase in your subscriber list over time, you should always attempt to determine the source of this development; are readers especially sensitive to a specific sort of material or subject? Is your growth commensurate with the marketing effort you’re doing through more digital channels? Similarly, if you’re seeing a higher rate of subscriber drop-off than you’d like, you may analyze these aspects in addition to ensuring that:

• Your subscriber lists are correctly classified to guarantee that you’re sending the most relevant email content possible to users.
• Your subscriber data is cleaned on a regular basis to guarantee that no outdated or erroneous email is sent.
• Unqualified leads who are more prone to opt-out are targeted with re-engagement tactics.
• Your Email Service Provider may provide you with information on the performance of your subscriber lists.

Rate of Recurrence

A traditional measure, to the extent that digital marketing analytics can be regarded as such… The bounce rate is the proportion of emails that were returned to your Email Service Provider because they were unable to be sent to subscribers. A Quick Guide to Email Marketing Metrics

 There are two types of bounces:

Hard Bounces: mails that are permanently rejected owing to an incorrect email address or because your server has been banned by the recipient’s server.

Soft Bounces: mails that are momentarily rejected due to the recipient’s inbox being full, the server being unavailable, or the email exceeding the recipient’s or Email Service Provider’s size restriction.

Bounced emails, regardless of how inviting they seem, lead us back to the fundamental principle of subscriber data cleaning. You should immediately delete any hard bounce email addresses from your subscriber lists, or you risk hurting your sender reputation by activating spam filters with your email! Additionally, it’s beneficial to verify whether any of your hard bounces (if any) originate from the same domain; if they do, this may indicate that a single ISP or corporate server is blocking you, which can be quickly and respectfully handled! Unless, of course, you’re spamming. Obviously. A Quick Guide to Email Marketing Metrics

A breakdown of bounces per email campaign, like the rest of the good stuff, can be seen in your Email Service Provider’s reporting interface. Additionally, you may determine which email addresses bounced and edit or delete them appropriately.

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