Metrics in Email Marketing: How to measure and optimize your campaigns
Posted: Tue Dec 03, 2024 7:41 am
As we well know, one of the biggest advantages of email marketing is that it is a tool that provides you with quantifiable data to measure the success of your campaigns. That is, through different metrics, we can know if our campaigns are getting the desired results or not .
So, in this post we are going to look tunisia business email list t the different metrics that can be very useful to analyse the success of our email marketing campaigns. In addition, we will also look at, in summary, different strategies to improve those metrics that do not have the results we expect.
The metrics we are going to talk about are the following:
1. Open Rate
The open rate, better known by the term “Open Rate”, is the percentage of recipients who opened your email. This metric indicates the effectiveness of your email subject and the importance of your sender. However, with the arrival of MPP (Mail Privacy Protection) , openings are no longer the main sign of engagement.
A high open rate suggests that your subscribers are interested in your messages. The formula to calculate it is as follows:
2. Click-Through Rate (CTR)
We have previously discussed this metric in depth on this blog . As a result of the above problem, openings were no longer a reliable metric. At this point, CTR began to gain notoriety, since we cannot rely on openings, and the most important KPIs are those that ensure interaction between our content and our customers, i.e. clicks .
The CTR is therefore very important because it tells us whether the users to whom we have sent the campaign were interested in the content offered in the email, or, similarly, whether they have lost interest. The formula for calculating it is as follows:
3. Click-to-Open Rate (CTOR)
CTOR is basically a mix between open rate and CTR . Click-through rate is the percentage of clicks in relation to the number of emails opened. What happens with this metric? Well, we have the same problem as with openings, as we cannot trust the percentage of people who open our emails due to MPP, which makes the result of this percentage not so useful.
However, in this post you will also see different ways to adapt to MPP. Therefore, if you follow these tips, you will get CTOR to give you a more accurate view of the performance of the email content for those who opened it.
The formula to calculate it is as follows:
4. Bounce Rate
This metric tells us the percentage of emails that could not be delivered. There are two types:
Soft Bounce: Temporary problems , such as a full mailbox.
Hard Bounce: Permanent problems , such as invalid email addresses.
However, these are not problems that cannot be solved. For example, a regular cleaning of your subscriber list can be a possible solution to eliminate email addresses that are not valid. On the other hand, if we want to anticipate this problem, integrating Double Opt-In into your automated user registration processing can be the solution.
Thus, a high bounce rate can indicate problems with the quality of your email list . The formula to calculate it is the following:
5. Conversion Rate
Conversion rate is the percentage of recipients who complete the desired action (purchase, registration, etc.) after clicking on a link in the email. Therefore, we could say that this metric measures the success of the email in achieving its final objective .
Segmenting your lists and sending personalized content, such as offers and relevant content to specific segments, will help this conversion rate improve. On the other hand, it is also very important that the Landing Pages are aligned with the content of the email and are easily navigable.
The formula to calculate it is as follows:
6. Unsubscribe Rate
The unsubscribe rate is the percentage of recipients who unsubscribe from the mailing list after receiving an email. This is important because it helps to understand the relevance and satisfaction of the content sent.
To improve the results of this metric, we recommend carrying out these 3 actions:
Email Frequency : Don't overwhelm your subscribers with too many emails .
Quality Content : Make sure the content is valuable .
Feedback Surveys : Ask subscribers why they unsubscribe to learn and improve.
So, in this post we are going to look tunisia business email list t the different metrics that can be very useful to analyse the success of our email marketing campaigns. In addition, we will also look at, in summary, different strategies to improve those metrics that do not have the results we expect.
The metrics we are going to talk about are the following:
1. Open Rate
The open rate, better known by the term “Open Rate”, is the percentage of recipients who opened your email. This metric indicates the effectiveness of your email subject and the importance of your sender. However, with the arrival of MPP (Mail Privacy Protection) , openings are no longer the main sign of engagement.
A high open rate suggests that your subscribers are interested in your messages. The formula to calculate it is as follows:
2. Click-Through Rate (CTR)
We have previously discussed this metric in depth on this blog . As a result of the above problem, openings were no longer a reliable metric. At this point, CTR began to gain notoriety, since we cannot rely on openings, and the most important KPIs are those that ensure interaction between our content and our customers, i.e. clicks .
The CTR is therefore very important because it tells us whether the users to whom we have sent the campaign were interested in the content offered in the email, or, similarly, whether they have lost interest. The formula for calculating it is as follows:
3. Click-to-Open Rate (CTOR)
CTOR is basically a mix between open rate and CTR . Click-through rate is the percentage of clicks in relation to the number of emails opened. What happens with this metric? Well, we have the same problem as with openings, as we cannot trust the percentage of people who open our emails due to MPP, which makes the result of this percentage not so useful.
However, in this post you will also see different ways to adapt to MPP. Therefore, if you follow these tips, you will get CTOR to give you a more accurate view of the performance of the email content for those who opened it.
The formula to calculate it is as follows:
4. Bounce Rate
This metric tells us the percentage of emails that could not be delivered. There are two types:
Soft Bounce: Temporary problems , such as a full mailbox.
Hard Bounce: Permanent problems , such as invalid email addresses.
However, these are not problems that cannot be solved. For example, a regular cleaning of your subscriber list can be a possible solution to eliminate email addresses that are not valid. On the other hand, if we want to anticipate this problem, integrating Double Opt-In into your automated user registration processing can be the solution.
Thus, a high bounce rate can indicate problems with the quality of your email list . The formula to calculate it is the following:
5. Conversion Rate
Conversion rate is the percentage of recipients who complete the desired action (purchase, registration, etc.) after clicking on a link in the email. Therefore, we could say that this metric measures the success of the email in achieving its final objective .
Segmenting your lists and sending personalized content, such as offers and relevant content to specific segments, will help this conversion rate improve. On the other hand, it is also very important that the Landing Pages are aligned with the content of the email and are easily navigable.
The formula to calculate it is as follows:
6. Unsubscribe Rate
The unsubscribe rate is the percentage of recipients who unsubscribe from the mailing list after receiving an email. This is important because it helps to understand the relevance and satisfaction of the content sent.
To improve the results of this metric, we recommend carrying out these 3 actions:
Email Frequency : Don't overwhelm your subscribers with too many emails .
Quality Content : Make sure the content is valuable .
Feedback Surveys : Ask subscribers why they unsubscribe to learn and improve.