5 Email Marketing Metrics Worth Tracking

Learn the most important performance metrics for your email marketing campaigns.

Email marketing remains one of the most effective marketing tools, with a high ROI for companies around the world. According to the 2019 DMA report, $1 invested in email marketing brings an average of $42 in return on investment, and according to the Statista forecast , the number of email users in 2022 will exceed 4.3 billion people – more than half of the world’s population.Creating an effective email marketing strategy is an important element of a marketing strategy with great potential to increase online sales. We discuss which marketing campaign performance indicators are worth measuring and how to analyze them in our article.

#1. Deliverability rate

Deliverability rate indicates what percentage of sent messages were delivered to their recipients. This is one of the first indicators worth checking after sending a mailing – if it is close to 100%, it means that your mailing list is of good quality and messages are reaching recipients as they should. If you notice a drop in it armenia mobile phone numbers database it may mean that your mailings have been blocked by your recipients’ email services.

The standard indicator is a deliverability rate of 98% to 99% – if it drops below 97%, it is worth investigating the reasons why this may be the case. One reason may be low-quality email addresses (with errors or typos) – to eliminate them in the future, it is worth introducing a double opt-in procedure, during which the user signing up to the mailing list confirms their email address by clicking on a link received from the sender.

Here are some other factors that negatively impact deliverability rate:

incorrect configuration of SPF and DKIM records;
the subject of the message is not friendly to spam filters;
too many graphics contained in the message body;
no “unsubscribe” button;
using purchased mailing databases and sending messages to people who have never subscribed to the newsletter;
too many inactive email addresses on the mailing list.

#2. Open rate (OR)

Open rate is the rate at which messages are opened. The subject of the message and brand awareness have the greatest impact on it, but other factors also contribute to the final effect. According to a study by Campaign Monitor , which analyzed over 100 billion messages sent via the service, a “healthy” OR level is 21.5%. The highest open rate can be found in the education (28.5%), agriculture (27.3%) and finance (27.1%) industries, while the lowest rates are recorded in the retail (17.1%) and restaurant and food (18.5%) industries.

Here’s what you can do to increase the OR of your mailings:

test different approaches to writing your email subject line – its length, tone of voice , and content;
use preview text to optimize the message preview in the recipient’s inbox;
test different options for the mailing publisher name (e.g. CEO name vs. brand name)
investigate how OR is affected by sending days, time of day, and message sending frequency;
ensure content relevance by personalizing content and segmenting audiences.

#3. Click-through rate (CTR) and Click-to-open rate

Click-through rate is a click-through rate that shows what percentage of recipients opened the message and clicked on the links contained in it. This is one of the most important indicators for assessing the effectiveness of an email marketing campaign midjourney: what is it, where does it live and how is it creating art with artificial intelligence? because it includes two factors at once and allows you to understand how engaged our recipients are.

Click-through rate gives you insight into how many of your subscribers visit your website and ultimately decide to make a purchase. Comparing your open rate, click-to-open rate, with click-through rate helps you understand what element of your campaign is the weakest link.

Click-to-open rate , in turn, reflects what percentage of people who opened the email went to the website. This indicator should be used to understand how interesting the recipients find the messages sent – because it is not affected by the number of openings, we can better understand the impact of the content itself on the final effect.

Here are some actions that will help increase CTR and CTOR:

segmenting the audience and tailoring content to their interests;
refreshing the graphic design of sent messages and checking how content is rendered on various devices and email clients;
testing different call-to-action formats;
ensuring that the subject of the message reflects its content;
conducting A/B tests for individual message elements.

#4.Unsubscribe rate

Unsubscribe rate shows what percentage ej leads of users unsubscribed from the newsletter after receiving the campaign. It is worth aiming for an unsubscribe rate of 0.5% or less – to maintain it at this level, you should first and foremost take care of the appropriate frequency of sending and the relevance of the content sent.

Here are some things to consider when managing your discharge rate over time:

using good practices for building mailing lists from the very beginning;
collecting feedback on the reason for unsubscribing from users who have unsubscribed from the newsletter;
segmenting the audience base according to their interests or purchasing behavior.

One of the best practices that helps maintain mailing list hygiene is the introduction of the so-called sunset policy – the practice of removing email addresses from the list of users who have not opened messages sent by the brand for a long time.