There is no such thing as a fast lane when it comes to Email Marketing Metrics. It takes time to develop a good email strategy, and each campaign is a learning experience. So, enjoy the journey and remember to appreciate the small victories along the way.
While industry benchmarks might give some insight into how your emails are working, no one else in your sector is generating or delivering the same material to the same subscribers as you.
Comparing your own data to those of the industry might provide perspective, but it’s more crucial to concentrate on improving your own Email Marketing Metrics. You may gradually make tiny modifications and optimize your email campaigns by measuring the proper email analytics. However, will they work?
Read this guide for in-depth email marketing advanced metric tips.
But wait, nothing will help you out, if you’re carrying on your campaign with an unverified email list. Getting it verified with a dedicated Email validator tool is 200% compulsory (it is pretty inexpensive).
What are email marketing metrics?
Email marketing metrics are key performance indicators (KPIs) that aid in the measurement of the effectiveness of email marketing initiatives. The objective of email marketing KPIs is to give stepping stones that will eventually take you to a high-level goal.
For example, your marketing goal may be something like, “We aim to increase our client base by 20% this year.” Achieving such a lofty objective isn’t a one-step procedure. Email Marketing Metrics KPIs such as open rates and click-throughs allow you to track your email success and establish short-term goals to get you where you want to go.
It’s critical to look at a variety of indicators rather than just one or two KPIs to verify that all parts of your email campaigns are operating properly. Most email service providers, such as MyEmailVerifier, track and show email marketing data on your dashboard and campaign reports.
You may also use these data in conjunction with other marketing tools, such as Google Analytics to track the overall performance of your digital marketing.
In this post, we’ll go through the seven most essential email marketing metrics you should measure in order to improve your email marketing.
How to improve & calculate email marketing metrics
1. Open rate
The percentage of campaign receivers that open your email is referred to as the open email rate. Monitoring your open rates provides a clear picture of how well your efforts are doing with a certain group. If your open rate is high, it indicates that your previous emails (and subject lines) were well received by your target audience.
How to improve open rates
Include numbers in subject lines
Email topics with a number, like blog postings, have a greater open rate. Just make sure you keep your end of the bargain. If your subject line is “5 methods to design a bedroom on a budget,” make sure you include 5 examples.
A/B test subject lines
A/B testing determines which of two email campaigns will perform better. When designing an A/B split campaign, you may test which strategy has the highest open rate by changing one variable, such as the email topic.
Add an email preheader
The preview header text that shows behind your email subject line in the inbox is known as preheader text. It provides members with a better sense of what to anticipate inside. One captivating line might mean the difference between someone opening and not opening an email.
Personalize your sender address
Personalize the sender’s address to put a human face on your emails. Setting your sender name to “Branden from Your Company Name” and your sender address to “[email protected]” provides a significantly more personalized experience than “Your Company Name” and “[email protected]”.
Use auto-resend campaigns
Email sending software allows you to create a campaign that will automatically resend to individuals who did not open it after a defined period of time. You may also configure the auto-resend to include a new subject line so that subscribers aren’t inundated.
2. Click-through rate (CTR)
Your click-through rate, often known as “click rate” or simply “CTR,” is another measure you may be familiar with. Your CTR is calculated by dividing the number of unique clicks on your campaign by the number of subscribers. If you have a high click rate, it implies your email content is appealing, and your call-to-action (CTA) is powerful.
There are several tools in which you can see the CTR of each individual campaign in a definite folder, and a few tools even show campaign reports.
A few premium tools (mostly expensive ones) also enable click maps, which show you where the majority of your subscribers are clicking inside your email campaign.
Keep in mind, the click-through rate is calculated based on the total number of emails sent, not simply those that were opened.
How to improve your email click-through rate
Create a campaign that includes interactive content
Along with embedded surveys and quizzes, an email sending service should provide you a range of interactive email blocks intended particularly to engage subscribers, such as article blocks, video blocks, embedded social network postings, different e-commerce blocks, and even an RSVP block.
Consider the article blocks: rather than giving away all of the information in your email, you may tantalize your readers with an extract from a lengthier piece on your website. To generate interactive content, you are not limited to utilizing purpose-built interactive email blocks.
Segment your subscribers
The technique of separating your email list into distinct categories is known as email segmentation. There is no such thing as a one-size-fits-all message in email marketing, so segmenting your audience based on several variables will help you boost email engagement. Besides that, the more relevant email content is to your target audience, the more likely they will interact with it.
By incorporating interest groups in your forms, you can segment your subscribers from the time they sign up for your newsletter.
Alternatively, if you want to discover more about your current readers and their interests, include a survey block in your newsletter. You may utilize their responses to segment subscribers into smaller, more focused groups.
Provide sharing options
When it comes to sharing your newsletter with your subscribers, you have two alternatives. Sharing on social media or sending to a friend
You may insert social share blocks in your newsletter body or footer by using email sending software or builder. Such blocks contain social media sharing links to major sites like Facebook, Linked In, and Twitter, etc.
Create a CTA that works
In terms of CTAs, adding a strong call-to-action in every email is a sure way to increase click-through rates.
A call-to-action is an essential component of every effective email marketing since it directs the reader on what to do next. For a CTA to be effective, the story in your message must have reached a climax moment before the CTA is included.
Add a P.S section
Email marketers frequently use P.S sections to add an additional remark at the end of a message—a final, punchy thought to pique the reader’s interest. You should use the P.S. to highlight parts of your offer that you feel the subscriber will find interesting.
3. Bounce rate
The number of subscribers who did not get your campaign because their email addresses were invalid or otherwise undeliverable is referred to as your bounce rate.
It’s critical to grasp the distinction between hard and soft bounces while measuring your bounce rate. The gist of it? Soft bounces are undeliverable for a limited time, but hard bounces are undeliverable indefinitely.
Your reputation as an email sender is jeopardized if you have a high bounce rate. When your reputation suffers, your emails will begin to be automatically sent to the spam bin.
Monitoring your bounce rates and adjusting your email list accordingly can assist you in maintaining a strong sender reputation and optimizing email deliverability.
How to improve bounce rates
Utilize permission-based (opt-in) email lists
The easiest approach to avoid bounces is to provide your high-quality material solely to those who have requested it. The great thing about email marketing is that your readers like you and what you have to say.
If you’re just starting out, buying an email list may seem appealing, but trust us when we say it’s not worth it. Purchased email lists are more prone to have incorrect email addresses. As a result, your bounce rate will gradually rise.
Instead, spend the time learning why buying an email list is a terrible mistake and gathering information on how to develop a genuine list.
Validate your email list
Using an email validation tool such as MyEmailVerifier takes the guesswork out of removing incorrect email addresses from your subscriber databases. You can test and delete faulty email addresses from your list without jeopardizing your sender’s reputation.
Avoid free email domains
Suppose you utilize a free email domain, such as “@gmail.com” your chances of being detected as spam rise substantially. As a result, email marketing reputation might suffer, leading to an increase in email bounce rates.
Use a professional email address that corresponds to your domain name instead. Then, to boost your deliverability even further, authenticate your domain.
4. Spam complaint rate
The number of subscribers who reported any of your campaigns as spam is referred to as the number of spam complaints.
Spam complaints may be a frightening issue. However, they are only a component of email marketing. Even the most careful marketers may ultimately receive spam complaints.
Monitoring your spam rate provides information into the quality of your subscriber list as well as the consistency of the content.
How to Lower the Chances of Spam Complaints
Keep your content consistent
Sending emails covering numerous themes to your whole list might confuse readers. It may make them feel as though they aren’t getting what they signed up for. Maintain consistency in your material to avoid spam complaints from your readers.
If your company is involved in more than one field, separate your subscribers depending on their interests. You may also use dynamic content blocks to ensure that all subscribers receive the same email but only view the material that is relevant to them.
Include a visible unsubscribe link
All marketing communications must contain an unsubscribe link somewhere in the body of the email. This link should be placed in the email’s footer, which is the best and most common location.
If a subscriber is unable to locate your unsubscribe link, their only option is to report your email as spam.
5. Unsubscribe rate
The unsubscribe rate is the percentage of campaign receivers who have unsubscribed from one or more of your campaigns. A high unsubscribe rate indicates that certain parts of your strategy (subscriber segmentation, topic matter, email frequency) are lacking, and you should conduct a more thorough examination of your email marketing.
Tips to enhance your unsubscribe rate
Use interest groups inside forms
Use interest groups inside forms to deliver appropriate email content from the start. When you include interest groups in your forms, subscribers may self-select the groups they want to be included in.
You may utilize interest groups to determine which subjects subscribers are most interested in hearing about, as well as how frequently they would want to get updates.
Subscribers are more likely to stick around and read your newsletters if they receive the content they requested exactly when they requested it.
Avoid sending too many emails (if possible).
Contrary to common opinion, there is nothing wrong with sending 7 or more emails every week if you have anything useful to offer. When it comes to email marketing, quality always triumphs over quantity. Subscribers are more likely to abandon you if you send out shallow emails with little value.
So, don’t conduct email campaigns just to push out information. Remember that the quantity of emails you send is unimportant as long as you develop a rhythm that allows you to design emails that people want to read.
Optimize your unsubscribe page
The unsubscribe page includes a poll. It’s a great way to understand why your subscribers are leaving and how to remedy it.
Unsubscribe surveys provide you with the data you need to reconsider and enhance your email content. You want to ensure that your new subscribers are happy and stay on your email list as you expand.
6. Conversion rate
A conversion occurs when a visitor to a website or landing page completes a desired activity, typically in response to a call-to-action. For instance, when someone downloads a freebie or subscribes to your emails.
While “traffic” refers to the number of individuals that visit your website or landing page, conversion rates refer to what visitors do after they are there.
Your conversion rate will be a good indicator of the sort of content that engages your website visitors. Every efficient marketing plan centers on this critical marketing metric.
Tips to enhance conversion rates on the landing pages and forms
Remove any distracting elements from landing pages.
Remember that you have a whole website to promote the rest of your services or items; your landing pages must be dedicated to that one particular must-have offer.
You do not want all your visitors to get sidetracked and leave your landing page before completing the activity you want them to do.
MailerLite provides a number of templates to assist you in creating your landing pages.
Highlight your objective
The goal of a lead magnet or landing page is to get visitors to do a single action. So, it must be obvious what that activity is. Create a concise headline that emphasizes your offer.
Following that, provide a description of your offer and why potential consumers would benefit from signing up for, downloading, or purchasing it, as well as a strong, prominent CTA.
Place signup form strategically
When it comes to effective form conversions, one of the essential factors is the location of your registration form. Basically, you want to place your form somewhere where everyone can see it, and it will help you to grow your Email Marketing Metrics.