Email marketing is complicated to understand but is often known to be one of the best channels for marketing. Although, it might require you to master several techniques and strategies to optimize your emails and increase engagement.
Moreover, even if email marketing has been the oldest marketing tool, it has been proven that it still works better than any other marketing channel.
But to make sure that you are doing things right or to see which improvements are needed with your campaigns, you should consider tracking the top email marketing metrics.
But due to the hundreds of metrics available, many feel overwhelmed about which one to use.
So, in this article, we will guide you through the most commonly used email marketing metrics that are known to be the best ones.
Learn more, take a step, and level up your email marketing game.
Why You Should Track Your Email Marketing Metrics
Understanding your subscribers’ activities and how they engage with your brand will help you know what resonates with them. In this way, you’ll be able to know whether your efforts are paying off.
You’ll be able to segment your email list and personalize your campaigns effectively, leading to successful campaigns.
In order to achieve this, you must track your email marketing metrics.
Tracking the metrics will allow you to get more insights into how you can improve your strategies in the future, and it’ll serve as a blueprint or guide on how you should strategize your next campaigns.
In simple terms, it helps you evaluate the performance of different email elements and optimize your content accordingly.
In fact, this will also provide you insights on the return on investment of your email campaigns
Getting started with email marketing metrics and KPIs
If you are still in doubt about whether email marketing could work for your business or not, you should not worry at all because you can always take your time improving your campaigns until they work perfectly for your business.
It may sound scary to try at first but this is how business works, you need to take risks and see how things would work otherwise you will end up losing more without even trying.
So to keep track of your email campaigns, you must choose the best email marketing metrics that are useful and relevant.
Top email marketing metrics
Clickthrough Rate
First and foremost, the metric you should keep in mind is the Clickthrough rate.
The average click-through rate among different industries is 7% so If you are getting more than that, it means your emails are doing well!
To fully understand what a clickthrough rate means, well it measures the percentage of recipients who clicked on a link within your email.
Additionally, CTA indicates how much engagement and interest your email content and call-to-action generated.
This is the main reason why your content must be completely engaging and valuable to your recipients by providing them with informative emails or personalized messages so they would engage with any link added to your email.
A higher CTR suggests that your email successfully prompted recipients to take action, such as:
- Visiting your website
- Making a purchase
- Accessing additional information
Conversion Rate
The main objective of why you’re sending out emails is to gain more customers to be loyal to your brand, make them buy, and engage more potential customers.
To put it simply, you need to increase your email conversion rate!
Conversion rate measures the percentage of recipients who completed a desired action after clicking on a link in your email.
This action could be the following:
- Making a purchase
- Filling out a form
- Signing up for a newsletter
- Signing up for an event
- Any other predetermined goal
The conversion rate helps evaluate the effectiveness of your email in driving the desired outcome and indicates the quality of your leads or subscribers.
The conversion rate indicates the quality of your leads or subscribers and helps evaluate the success of your email in driving the desired outcome.
Bounce Rate
Making sure there are no issues with your emails is crucial so they would be delivered and not to make your company look like spammer according to ISP regulations.
To keep track of this, you should not miss out on checking your email bounce rates which you can track with Vibetrace or any other tools available for tracking.
The bounce rate represents the percentage of emails that were not delivered to your subscriber’s inboxes.
Moreover, Bounces can be categorized as either hard bounces or soft bounces.
Hard bounces occur when emails are permanently undeliverable, typically due to an invalid or non-existent email address.
While soft bounces are temporary delivery failures, often caused by issues like a full inbox or a temporary server problem.
Monitoring bounce rates can help your business maintain a healthy email list and ensure better deliverability.
Take note that email deliverability must always be good to keep your reputation and to make sure that your sent emails could work and achieve the objectives you have set for your business.
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List Growth Rate
According to the research of ZeroBounce, they have validated that At least 22.71% of an email list degrades yearly and the most prevalent type of risky emails found in email lists are invalid addresses.
This makes tracking your list growth rate important to make sure the success of your emails being sent to active email addresses.
For more information, the list growth rate measures the rate at which your email list is growing.
It actually reflects the success of your acquisition strategies, such as:
- website opt-ins
- lead generation campaigns
- Other methods used to attract new subscribers
To guide you, remember that a steady and healthy list growth rate indicates effective tactics for expanding your target audience and potential customer base.
Return on Marketing Investment
Understanding the importance of the different types of leads generated because of email marketing is a must.
This helps you translate the potential revenue and actual revenue of your business generated through your marketing efforts with email campaigns.
For the first few months of starting with email marketing, it is best to know your return on marketing investment to know how your audience responds and how well the campaigns work so you can improve it little by little.
For your information, a return on marketing investment (ROI) assesses the financial performance of your email marketing campaigns.
It considers the revenue generated from email campaigns compared to the costs incurred, including production, distribution, and other related expenses.
Calculating and Tracking your ROMI can help your business to determine the profitability and efficiency of your email marketing efforts, allowing you to allocate resources effectively and make informed decisions about campaign optimization in the future.
Well, there is nothing like perfect at first but as you continue tracking your ROMI, you’ll be able to identify what works best for your business.
Open Rate
You may send out emails, but the question is: do your recipients open them?
Well, the real idea behind creating email marketing campaigns is to send them without being tagged as spam and then make the recipient open them to read.
And to identify how many of them open your email, you must keep track of your Open rate.
Open rate is self-explanatory where it measures the percentage of recipients who opened your email.
It reveals the effectiveness of your subject line, preheader, and sender name in capturing the attention of recipients and prompting them to read the email further.
But the most common reason why emails are being opened could be due to the effectiveness of your Subject lines.
Here are a few things you should remember when creating subject lines:
- Ensure that your subject line clearly conveys the email’s purpose or main idea.
- Maintain a short and to-the-point subject line. If possible, keep it to 4-6 words.
- Make sure the subject line is relevant to the email’s content. Avoid subject lines that are misleading or clickbait-style.
- Personalize the subject line whenever possible to catch the recipient’s attention.
To sum it up, a higher open rate suggests that your email successfully stood out in recipients’ crowded inboxes and sparked their curiosity or interest.
So, be creative enough to write the best subject line!
Unsubscribe Rate
The last top email marketing metric is the unsubscribe rate.
Clearly, all your current subscribers have the chance to leave and stop being a part of your mailing list.
To put it briefly, an unsubscribe rate is the percentage of recipients who opted out or unsubscribed from your email list after receiving a specific email.
This may sound like negative for your business but the truth is it may also be a positive in a way that your recipients remove themselves from the list once they know it’s no longer for them.
Keep in mind that your target audience knows what they need so their engagement means a lot because it won’t matter if you have a good list of emails but most of them are not really good leads.
Tracking your unsubscribe rate helps gauge the level of dissatisfaction, disinterest, or email fatigue among your subscribers.
So, monitoring unsubscribe rates allows you to evaluate the:
- Quality and relevance of your email content
- Frequency of communication
- Overall subscriber satisfaction
How to decide which metrics are most important?
Now that you have read the different top email marketing metrics, we couldn’t emphasize more that there is really no such thing as the most important but you can decide what is most relevant for the business that you have.
Keep in mind that the value of metrics will vary depending on your industry, target audience, and campaign objectives.
The following is a general framework to help you decide which metrics to prioritize:
Define campaign objectives: Make it clear what you want to achieve, such as increasing open rates, click-through rates, or conversions.
Align metrics: For generating leads, choose metrics that are directly related to your goals, such as click-through rates, form submissions, or lead conversion rates.
Benchmarks in the industry: Research typical email campaign metrics to evaluate your performance and identify areas for improvement.
Track engagement: Keep track of open rates, click-through rates, and conversions to see how well your emails are received.
Analyze conversions: Track completed purchases, sign-ups, or downloads to determine the success of your campaign and its ROI.
Begin your Tracking!
Tracking your email marketing metrics is very important that’s why you must also make sure that you are using the right automation tool like Vibetrace.
Vibetrace is not just your go-to tool for email marketing with thousands of available templates. It also provides you with features to track the following top metrics.
With Vibetrace you can have everything in one software!
