Email Marketing is considered to be the most effective way of
advertising brands and products. However, it is effective only when you can
measure the performance of your email marketing campaign. Like other online
marketing channels, email marketing also has some metrics that can help you in
determining the success of your campaign.
Every email marketing campaign has different goals to
achieve. So, If you are planning to run
an email marketing campaign then it is important to know about the email
marketing metrics.
In email marketing, there are eight major types of metrics
that will help you in determining your campaign results.
- Open Rate
- Click-Through Rate
- Spam Percentage
- List growth rate
- Conversion rate
- Bounce rate
- Overall ROI
- Unsubscribe Rate
1. What is an Email Open Rate?
Email open-rate helps in analyzing the percentage of emails
opened by your existing and new subscribers. Breaking it, even more, simpler,
email open rate tell you about how many people viewed or opened the email you
sent.
The open rate helps in determining the performance of your
email marketing campaign. If you are getting less email open rate then you
should start looking for mistakes and faults in your campaign. We have
mentioned the email marketing checklist that will help you in optimizing your
emails. An optimized email marketing campaign always gets a higher open rate
and click-through rate.
Method to calculate
Email open rate: Divide
the number of unique opens (excluding that bounced) by the number of emails
sent X 100.
CTR (Click Through Rate) is one of the important email
marketing metrics in determining the clicks and action taken on your email
campaign. Email Open rate may tell you about your email performance in grabbing
people’s attention but CTR (click-through rate)
helps in analyzing whether your email can attract people in taking
action on it.
Click-Through Rate not only depends on the subject line but
elements like time and day (strategic email scheduling), link positioning,
email length also helps in achieving more CTR. Every marketer aims to achieve
maximum CTR but rates vary by industry, i.e top industries like computer
hardware and telecommunication, nonprofits, association & government, and
education-related emails get average CTR of 4%. So, it is important to focus on
subtle elements to get an attractive email click-through rate percentage for
your organization and company.
Method to calculate
Email click-through rate: dividing the number of unique opens by the number of emails sent –
bounced emails.
Spam percentage tells you about the number of users who
marked your email as spam. Nowadays if you try sending emails to irrelevant
people then they will not hesitate in marking your email as spam. So, you
should pay attention to your email spam percentage. It will help you in
analyzing why your emails are getting spammed and how you can avoid it. Read
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