The 6 must-have metrics to bring your email marketing program to the next level
Email marketing has gotten a bit of a bad rap. Typically when people think of email marketing they think of spam, poorly executed automated emails, and traditional batch-and-blast programs. You know the ones I’m talking about, when they try to talk to you like you’ve known each other for years but they call you by the wrong name. But the truth is, email marketing is one of the most effective marketing tools to turn users or subscribers into paying customers. How effective you ask? According to Campaign Monitor, you are 6x more likely to get a click-through from an email campaign than you are from a tweet. That’s right, as hard as it may be to believe, email marketing is and always will be a high-converting marketing channel for businesses .
One of the biggest misconceptions for businesses is that all email campaigns will result in high conversions and great click-through rates. The truth is, it has to be done right. And beyond that, it needs to be properly measured. Having an understanding of campaign performance through email marketing metrics like open rate and click-through rate can help you tweak, refine, and improve your program. Learn how to define your organizations KPIs, and start building your dashboard. Here are the 6 must-have metrics to help bring your email marketing program to the next level.
Key Email Marketing Metrics
1. Email ROI
The most important email marketing metric you need to be tracking is your email ROI. Make sure your efforts are paying off with new leads, new customers, and an increase in revenue. To track ROI, look at how many conversions you have generated through your email marketing campaigns. These conversions may happen on your site, in-store, or directly through your email. Monitoring email ROI will help you determine overall success and help you continuously improve campaign performance.
2. Email Deliverability
Get a better understanding your list strength by digging into email deliverability. Are your emails being properly delivered without bounces. If your bounce rates are high, you need to look into the health of your list and see which emails are causing the problems. Depending on your email service provider, a large number of both soft and hard bounced emails can cause serious problems for your account. This metric is using data from Campaign Monitor.
3. Open Rate and Click-through Rate
Help your team make informed decisions by closely monitoring key email marketing metrics. By looking at the number of emails opened and clicked, you can get a better understanding of your current campaign performance and make changes based on real-time data to help improve engagement. The more opens and clicks, the more that specific campaign and content resonated with your users. This metric is using data from Campaign Monitor.
4. Number of Unsubscribers vs. Subscribers
Want to know if your users are happy with your email marketing content? Look closely at your unsubscribe and subscribe rates. Are the calls-to-action in your emails successfully growing your subscriber marketing campaign list? Are they being ignored? Use this data to constantly tweak campaigns and improve content. This metric is using data from Campaign Monitor.
5. List Rating
How is a specific campaign list performing over others? Use metrics like open rate, unsubscribe rate, and click-through rate to determine your list rating. Understanding your lists and audiences can help you deliver the best content to increase email engagements. This metric is using data from Mailchimp.
6. Web Traffic from Emails
Email marketing is more than just opens, clicks, and unsubscribes. It’s important for digital marketers to monitor and understand how your email campaigns are directly affecting web traffic. Track the success of your email marketing campaign by creating monthly targets to compare to your actual performance which will help you understand whether or not your content is bringing users to your site. Are email recipients eager to learn more on your site? Track key metrics like time on site and pages per visit to get a deeper understanding. This metrics is using data from Google Analytics.
If you want to improve your email marketing performance, it’s important to monitor your campaigns and results to find out what’s working and what isn’t working. These 6 must-have email marketing metrics can help you track performance in real-time and will equip you with the data you need to make informed decisions.
Want to take your email marketing performance to the next level? With Klipfolio, you can build your own email marketing dashboard in minutes. Add the 6 must-have metrics to your data dashboard with our Klip Gallery. You can connect to popular email marketing platforms like Campaign Monitor, Mailchimp, HubSpot, Marketo, and much more. Sign up for a free trial account today and get started in minutes.
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Originally published May 3, 2016, updated Jun, 11 2019