Post Content ✍
The right metric for email marketing actions: how to choose it?
Delivery rate
Opening rate
Reading time
Click rate
Reporting rate
Cancellation rate
Conversion rate
The right metric for email marketing actions: how to choose it?
Taking advantage of an email marketing tool is crucial for its success. It should also be noted that the appropriate metric for you will depend on the characteristics of the business or the timing of the campaign. However, it is worth noting that metrics can be used together.
The key question to make the right choice is, what was the objective of this campaign? And although this may seem obvious, it is not always so. It is mayotte business email list true that in the end what we want is to convert, but a campaign has several phases and, sometimes, focusing on certain points is important. Consequently, it will be advisable to take this into account when choosing the metric that suits you.
The thing is that a metric alone doesn't necessarily provide much information; it usually serves as a filter, but to have more information you may need other complements. What we are going to do, in this case, is analyze the metrics from least to most important.
The following analysis metrics will be of interest to you when making decisions.
Delivery rate
The delivery rate is relevant because it indicates whether the emails we send actually reach the recipient. And, of course, it is useful information. This will tell us whether the recipient has not registered them as SPAM or whether we have not made a mistake with the address . On the other hand, we must bear in mind that, sometimes, it is the recipient's mail server that causes problems . The calculation is made by counting the emails that arrive by the total sent and multiplying the result by 100.
Email marketing strategies to boost SME growth
Opening rate
The open rate measures the number of emails opened and serves as a first filter; if you have a very low opening rate, you will have to completely rethink your campaign. It is also the easiest metric to calculate , because you only have to count the number of emails opened in relation to those sent . However, changes in Apple's privacy policy may limit the information because the destination IP address is now encrypted.
Reading time
Reading time is also a good way to determine how interested your content is . If you have a high opening rate but low reading time, that's a bad sign. This metric is useful in all cases, but even more so when it comes to newsletters . Therefore, the more time they spend reading your emails, the better.
Click rate
The click rate is used to see which links are linked to an email . This is therefore useful for you to know if your social media buttons have more feedback and which ones in particular , as well as your links to pages. On the other hand, it should be noted that this metric works very well for all types of emails , both promotional and newsletters or sales . It is advisable that you have more specific metrics to perform your calculations.
Reporting rate
Sending content that is appropriate or complies with the provisions of the Data Protection Act is essential. Therefore, this metric is important to know if your email marketing campaigns are on the right track . Here you have to calculate the number of reports, divide it by the emails sent and multiply it by 100.
Cancellation rate
The cancellation rate is another basic metric that you should always use. This magnitude is useful for all types of emails and basically indicates how many subscribers unsubscribe from your list . There is data that, for example, will help you identify which profile unsubscribes the most and you will avoid unnecessary expenses . The calculation is done by taking the number of unsubscribed subscribers divided by the total number of emails sent multiplied by 100.
