Have you mastered email marketing analytics?

Well, you can convey a lot of things when it comes to email marketing. Though, it takes time to master email marketing. You have to keep in mind some best practices to create and optimize email marketing campaigns for higher customer engagement. 

You have to understand how to measure the results, and without these practices, you can’t achieve success. 

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1 . Reasons to Track Email Marketing Metrics

2. Here are a Top Email Marketing Analytics and Metrics you should Monitor

In this competitive digital landscape, marketers should learn to measure basic metrics. If you don’t know to see your marketing efforts’ results, then it doesn’t matter whether your emails are optimized or not at the end of the day. So, it would be best if you learned to measure email marketing analytics so that you can understand whether your email campaign is helping you to hit your objectives or not.

Before sending any email campaign, you need to ask a few questions yourself. “What is the objective of designing an email marketing campaign?” “Is your email campaign helping to grow your subscribers’ database? Will it capture new leads? Can you transform those qualified leads into loyal customers?

The most important thing you need to do is find out which metrics you have to monitor to measure how your email campaigns are progressing toward the desired goals. 


Reasons to Track Email Marketing Metrics

Before executing email marketing campaigns, you should delve deep into the learning process of email marketing metrics to analyze the performance and decide how you will revamp the upcoming marketing strategies to drive a higher success rate.   

Each email marketing campaign is different from the other, but there are some basic metrics to track and measure each campaign. 

Interesting Read : Email Marketing Growth Analysis 2021 and Beyond

However, open rate is an essential metric to understand how many recipients are receiving your newsletters, and it is the simplest email marketing KPI.

Let’s look at the email marketing analytics and metrics to make your marketing efforts successful. Every email marketer should track these metrics to achieve the specific goals and accomplish effective email marketing this year.


Here are a Top Email Marketing Analytics and Metrics you should Monitor

1 . Open Rates

If you check the open rates, you get insights about your subject line copy’s success rate.

Most email marketers try to optimize their subject lines and make them more personalized and short for achieving higher open rates. More open rates are great things, which may have a positive impact on your overall marketing campaign. Don’t miss optimizing your click-through rates as well. 

According to the studies, you can get more than 26% open rates if you use your subscribers’ first name.

Simultaneously, you can use emoticons and make the subject lines short and direct to increase the open rate. 

Method to calculate: 

Open rate= Number of emails read/ Number of Delivered Emails *100 

2. Click through Rates

The total percentage of subscribers who clicked on the links provided in your email campaigns. It is another metric that can help you to understand how well your email marketing campaigns are performing. You can get the data of how many people clicked on your links to read your email newsletter.

There are few ways to increase the click-through rates, so you need to add links throughout the email. It is like including eye-catching call-to-action buttons in your email copy so that your recipients click to redeem the available offers. Generally, the percentage of click-through rates is lower than open rates, and the average Clickthrough rate is 2.2%. 

Method to calculate:

Click through-rate= (Total clicks/Number of emails delivered)*100

3. Unsubscribe Rates

When a recipient unsubscribes from your email list after opening your email newsletter is termed an unsubscribe rate. Many subscribers who are tired of receiving emails from your end can stop reading, opening, and clicking your messages.

That’s why it is essential to measure the click-through rate to understand the subscribers’ engagement level. You can keep an eye on inactive subscribers. 

According to the latest data, the average unsubscribe rate is 0.1%

Method to calculate:  

Unsubscribe rate: (Total number of unsubscribes/ Total number of emails)*100

4. Bounce Rates

Bounce rate generally determines how many email addresses of recipients fail to receive email newsletters. Soft bounces result from a temporary issue with a valid email address, and emails fail to enter the recipients’ inboxes. The server holds these email copies and prevents them from delivering.

Interesting Read : 20+ Email Marketing Questions Marketers Ask

The marketers need to send it again to the soft bounces. Whereas hard bounces occur due to the non-existent, invalid email address and email copy fails to deliver. Marketers need to remove the email addresses of hard bounces from the contact list. Internet service providers use bounce rates to determine the reputation of email senders. 

According to the latest report, the average bounce rate is 41 to 50%.

Method to calculate:   

Bounce rate = (Number of emails bounced/ Number of emails sent)*100

5. Spam Complaints

It is disheartening for marketers to get their emails marked as spam, so it’s essential to pay attention to the spam complaints. Email service providers track spam complaints to provide quality emails to the subscribers.

If the spam rate is high, they may block your account and take action against your brand. You have to ensure that your email messages meet the industry standard, and technically, nothing is wrong with your copy. 

According to the latest reports, the average spam complaint rate is 0.01%

Method to calculate: 

Spam complaints= (number of spam reports/total number of emails sent)*100 

6. Email Sharing/Forwarding Rates

The percentage of subscribers who clicked on the share button to post the email copy through social media channels or forwarded it to their friends.

Email sharing is a helpful metric to monitor the number of brand advocates for your product or service. You should monitor these metrics as it informs you of the percentage of subscribers who are recommending your brand, and you will get the analytics of which articles and offers are working well.

Use these email marketing analytics to prepare the upcoming strategies to drive higher conversion rates. 

Method to calculate:  

Email sharing = Number of emails shared/ total number of emails delivered.  

7. Overall ROI

It is the overall return on investment for your email marketing campaigns. You can say as total revenue divided by total spend. Every marketer should monitor overall ROI to understand the overall performance of their campaigns. 

According to the latest reports, the average return on investment is $42 for every $1 you spend on email marketing campaigns. 

Method to calculate: 

Overall ROI= (total revenue/cost of investment)*100

8. Conversion Rate

The percentage of recipients clicking on the link inside the email copy to fulfill the desired action. A marketer’s objective is to attract the recipients to take action and click on the links available. It is the most critical metric for measuring the overall email marketing campaigns.

According to the latest reports, the average conversion rate is 1.23%

Method to calculate: 

Conversion rate= (Total people who completed the desired action/ total number of delivered emails)* 100

9. List growth rate

It is the metric to monitor the rate at which your email is growing. Well, you can calculate this by collecting the number of new recipients minus the number of unsubscribes, which you need to divide by the total number of email addresses on your email list. 

Interesting Read : Build your email list from scratch: 6+ proven methods

Method to calculate: 

List growth rate= (number of new recipients)-(number of unsubscribes)/ (total number of email addresses)*100  

10. Mobile Open Rate

It works exactly the same as the open rate and it applies to mobile devices. Well, the mobile open rate is higher on weekends. 

According to the latest reports, the average mobile open rate is 81%

Method to calculate: 

Mobile open rate= (total opens/ total recipients)*100


Conclusion

Meanwhile, email marketing analytics provide valuable data on marketing campaigns to revise the upcoming ones’ strategies. You get detailed insights about the user activities for creating more personalized messages. 

Author

Sharath is a passionate and determined marketer. He is interested in building and exploring new marketing strategies in internet product and services since 2015. He loves traveling and long drives.

2 Comments

  1. Hey, you have written a great article on email marketing analytics and metrics. I’m sure this would help marketers to leverage their email marketing campaigns.

  2. Billy Doris Reply

    Thank you for sharing a helpful article on email marketing metrics. Yes, you are correct that marketers need to track these metrics for achieving specific goals and accomplish an effective email marketing campaign.

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