Email marketing is a popular content marketing tactic used to guide prospective customers through the decision-making process. The best email marketing campaigns use strategy, data, list segmentation and more to maximize the relevance of marketing emails to each individual recipient.
Read on to learn 5 email metrics you can start tracking today to determine the efficacy of your email program(s), as well as improve your future email marketing strategy.
5 Critical Email Marketing Metrics
One of the more crucial metrics to track is your Click-Through Rate (CTR). By taking a look into this metric you will begin to understand and analyze how each individual email you send is performing. With this metric in mind, you can begin to interpret how your target audience is interacting with your brand and how their interest changes based upon the offers you are presenting to them.
One factor that can impact your CTR is the device they use to view them — more than 50% of emails are opened and read on mobile devices. Understanding which device(s) your subscribers use most often to open and engage with your emails will help you tailor your content to maximize your results.
Each email you send will ideally end up in your subscribers' inbox. However, there are certain instances when this may not happen. To see how many times your email failed to make it into an intended recipient's inbox, you'll want to check the bounce rate - the percentage of emails not delivered - for that email.
There are two types of bounce rates you can look into:
Soft bounce rate: A soft bounce may indicate that the subscriber's inbox is full, or that their email server is experiencing connectivity issues. Either way, the email will more than likely be delivered at a later time.
Hard bounce rate: A hard bounce indicates that the recipient's email address is invalid, which means your email will never be delivered. When this occurs, remove all invalid emails from your list(s) to ensure future emails don't get marked as spam.
Along with your bounce rate, another critical statistic to look into is the unsubscribe rate. At a high level, the end goal of any email marketing campaign is to create content that resonates with the people receiving it.
Your average unsubscribe rate provides insight into the impact each email you send has on your audience, as well as the overall health of your email list. This metric can be especially useful when trying out new content.
If you notice a decline in the unsubscribe rate, your new content may be working well. Conversely, if you notice a higher unsubscribe rate, your content may not be what your subscribers are looking for.
Engagement Over Time
Testing and analyzing the day and time that email blasts are sent is a great way to maximize email performance. And by tracking engagement over a longer period of time, you'll gain valuable insights into the day(s) and time(s) when your subscribers are most likely to open and engage with your emails.
In addition to tracking historical performance by day and time, you should also analyze email performance across each segment of your subscriber list. Understanding the types of content each segment has historically opened and engaged with most will help you continually refine and enhance your email marketing strategy.
This may seem obvious, but it's important to continually track the size and growth rate of your email subscriber list(s). A large, healthy subscriber list will expand the overall reach of your emails, maximizing your results.
Plus, consistent subscriber growth is necessary for list maintenance, as well — according to HubSpot, email lists decay about 25% each year.
Practice Makes Perfect
Before you send out your next e-Newsletter or launch your next email campaign, review these 5 metrics. We're confident the insights you gain will help improve the performance of your next email, as well as your ongoing email marketing strategy.
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