The Importance of Email Marketing Metrics
Written by Craig Warren
One of the great benefits of email marketing is that it
delivers measurable metrics. To run a successful email
marketing campaign, you need to monitor and understand
email statistics such as Open Rate, Click-Through Rate
(CTR), Bounce Back rate etc. Understanding these metrics
will allow you to improve your email marketing campaign
and achieve better results.
1. Basic Email Metrics you should evaluate in each email
Open Rate that is the total number of emails opened in
HTML format divided by total emails delivered or
Click-Thru Rate (CTR) calculated as the number of unique
clicks on links in the email divided by the number of
emails opened. It basically means how many people
interacted with your email.
Bounce Rate represents the total number of emails that
were not delivered and bounced back. There are several
reason why the email was rejected such as the email
address is no longer valid, a server filtered the email
out or the recipients mailbox was full and over quota.
Based on your unique email marketing campaigns objectives,
you can measure more advanced statistics such as:
– Number of Emails Open based on Region/Country
– Number of Click-Thru based on Region/Country
– Number of Sales based on Region/Country/referring URL
– Conversion (Click to Sales) Rate
– Total Revenue per campaign
– Return on Investment (ROI) per campaign
2. What metrics you should focus on?
Well, this really depends on your campaigns objectives.
Open rate is a very important indicator to some extent
however to get a better picture of your campaign
performance, it should be analyzed in combination with
other metrics such as click-through rate (CTR) and click
to action rate (conversion rate).
Why is that? Because CTR and conversion rate are able to
tell you how many recipients took an action you wanted
them to take, such as purchased your product, signed up
to your newsletter, downloaded the white paper etc.
Whereas the open rate will only tell you how many people
read your email. So in order to measure the effectiveness
of your message, you need to go beyond the open rate down
to the action level.
3. How to boost the Click-Through Rate (CTR)?
Savvy email marketers not only want to get the email
opened and read but also want to know how many people
clicked through (measured by CTR) and they want this
number to be as high as possible. There are few key
points in each email you should review because they
critically influence the open rate and CTR. Those are:
Subject Line and Greeting
Make your subject line attractive. Subject line is one of
the most important factors that may affect your email
campaign results. However, please do not over optimize
your subject line otherwise it may look like spam email
and the client could delete it without opening it. Keep
the subject line short and specific, and if possible
address the subscriber by his/her name.
It should be obvious from the first paragraph what you
offer as well as why the offer is important to the
recipient and how he/she can benefit from it. The first
paragraph should grab the attention so don’t write it to
long. Include your offer on top of your email and make
your offer attractive to the recipient discount and free
offers usually make users to click.
Always include a call-for-action button or link to
instruct the user to click for more details.
Spam issue may affect your successful open rate
tremendously. Most of the ISP and hosting companies
have implemented the spam filter that can filter out
suspected spam emails. Please try to avoid using any
common suspected spam words such as free offer, money,
30 day guarantee and free trial.
Message Design and Structure
Use same colors and images in your emails, this will help
people recognize your brand. When you have a lengthy
message, try to include interactive links so people can
access more information through your website. Also, very
few people read the email word by word, most of the readers
just scanning the message to quickly find out what’s in
it for them. Keep this in mind and structure your email,
include headings to separate the message and use bullets
so the reader can easily see listed features or benefits.
Today’s readers are busy people and it usually takes them
just few seconds to decide whether to read your message or
delete it. So construct your message carefully and monitor
your email statistics to find out what works best for your
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