Email marketing is no doubt one of the important and effective marketing channels that can engage, attract and connect with ideal and current customers.
However, it can take time to master, and to know better how you can do it much more efficiently; it’s important to learn the metrics related to email marketing.
Here are some of the important metrics that can help in knowing more about email marketing.
- List Of Email Marketing Metrics You Should Know
- Open Rate
- Click-Through Rate Or CTR
- Click To Open Ratio
- Bounce Rate
- Unsubscribe Rate
- Email Return On Investment
- Email List Growth Rate
- Click To Open Rate
- Spam Complaint Rate
- Subscriber Acquisition Cost
- Email Opt-In Conversion Rate
- Email Forward And Share Rate
- Revenue Per Subscriber
- Revenue Per Campaign
- Email Read Rate
- Subscribe Lifetime Value
- Non-Open Rate
- Linked Clicked
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List Of Email Marketing Metrics You Should Know
By some measure and doing a well-executed email marketing campaign can help you in return on investment by 38: 1.
Also, it includes the low cost of designing and selecting the right strategy.
There are more than dozens of email marketing metrics that a marketer should know about,
This can help you in improving the email marketing campaign and get better performance.
Here is the list of metrics you should be known about.
The open rate should be the first metric that you need to check.
And it’s one of the most important, and this figure will help you in knowing how many people are opening the emails you have sent that you have been sending.
Depending on the platform you have chosen, this might be represented as numbers; for example, it can be 50 out of 200 people.
Or you can find in percentage, for example, 25 %.
In both ways, you can use the metric to represent the major gate that is between the email subscribers and the real audience.
It can also be an indication of what strength your subject line carries.
Click-Through Rate Or CTR
The Click-through rate or CTR is the number that tells how many people click on the link that you have included in the email.
Depending on the platform you used for email marketing, this can be presented in different ways.
The most common way that you get is the percentage of the total recipient that clicks on the link eventually.
So it depends on the open rate; in some cases, it can be the percentage of people who clicked the email first.
CTR can help you in knowing how your email offers are attributed or the links are appropriate for your audience.
Click To Open Ratio
This is a good metric that can help you in tracking and examining the relationship between the emails getting opened and the clicks.
So if you have a low ratio of clicks to open, it means that people are opening the content and don’t get very far when reading.
It means that you have a problem related to email content; it can be the design, body content, and the present links.
If the ratio is high in numbers, it means that you are not satisfied with the CTR, and not enough people are opening the emails in the first place.
Email bounce rate works as an indicator that tells how many email addresses haven’t been received in the campaign.
There are different reasons why the bounce rate happens.
For example, it can be due to wrong email address, spam complaints, sender reputation and poor deliverability, contents that get flagged, inbox that is already filled, etc.
There are two types of bounce rates that you get here, i.e. :
- Soft bounces: It’s an email that is not delivered because the inbox is full or has any temporary errors.
- Hard bounces: It’s an email that didn’t deliver because of the wrong email address or something permanent errors.
One of the important email metrics is the unsubscribed rate which is for measuring the percentage of recipients who are opting out of the email list.
According to email marketing stats, the average you get is a 0.2% in unsubscribe rate for an email marketing campaign which is a good percentage as compared to the 0.2% spam rate.
Email Return On Investment
Email Return On Investment ROI is generally used for measuring overall profitability.
Similarly, it can be helpful in showing how successful your efforts performed in email marketing.
Here you can measure it as $x for $1 spent on everything.
Email List Growth Rate
For every email marketer, focusing on building and making sure that the subscriber list is growing is important.
It can help in knowing how many people are interested in the brand, and you can calculate the growth rate of your email list that determines whether your marketing efforts and lead generation is working or not.
You can also expand and engage the email list that allows promoting the services and product to the audience in larger numbers.
They take fast action as they are more interested in what you are offering.
Click To Open Rate
You can use the metric to know how effective the email content is working, and this indicator will help you in getting insights into your email performance.
Also, you get a valuable understanding of how your message, design, and CTA are affecting the recipient and how these elements interact with them.
CTOR focuses on the content that you use for email marketing campaigns.
Not just that, you can track the CTOR to get help for the A/B testing effort. This can help you in designing the content which is better and more effective for the result.
Spam Complaint Rate
When you are calculating the email metrics, you need to take the spam folder into consideration.
There are always the chances that recipients might flag what you are sending to them as they have the spam option of their mail provider or ISP if something looks suspicious.
Before you think about what is wrong, you need to monitor the spam complaint rate you are getting in order to discover if you have the reports of your emails or not.
According to data, if you are getting one report per 1000 emails or the complaint rate is 0.1%, it’s considered to be good.
Whereas a 0.5% rate is not something, you should ignore.
Subscriber Acquisition Cost
Another important metric that you need to know is Subscriber Acquisition Cost or SAC helps you in knowing the cost that you spend on acquiring the new subscription.
When you know about the SAC, this allows you to estimate the value of contact and help in making accurate ROI calculations.
Email Opt-In Conversion Rate
The email opt-in conversion rate means the number of visitors to your website who successfully joined the mailing list through your pop-up form.
The email metric can change as it is based on the opt-in position.
The forms which are located on the homepage might affect how much conversion rate you can get compared to the landing pages.
For example, homepage polyps can have a 3% of conversion rate while the landing page might have a 5 – 15% conversion rate.
The email forward or share rate can help you in showing the percentage of the recipient that shared or forwarded the message among their peers.
You can use the merci to determine if the message is holding the attention of people and enough to share with their friends.
A high email forward rate shows that your business is doing a successful marketing strategy.
Revenue Per Subscriber
Revenue Per Subscriber is a useful metric; it’s also known as the RPS and is used for calculating the profit that each subscriber of yours generates.
The RPS is similar to the ARPU or Average Revenue Per User.
It’s an indicator that helps in tracking the growth rate and comparing it to the competitors.
Revenue Per Campaign
Apart from RPS, you can calculate the Revenue Per Campaign or RPC; it’s another important metric that can help in generating profit from the messages.
Monitoring the RPC can help you discover email marketing campaigns and how it’s working for your target audience.
Also, you can replicate the success in your future marketing and contribute to building the email marketing funnel effectively.
Email Read Rate
The email read rate or the read time can help you in showing the opened email and how many times the campaigns were read.
The email marketing metrics can be useful for knowing the importance of the campaign, including the privacy updates.
It can help you in seeing the subscribers are reading through or just open and leave without digesting the messages.
Subscribe Lifetime Value
Subscribing Lifetime Value or SLV is helpful when you find the revenue per subscriber or RPS; this data can help in calculating the subscriber lifetime value.
The email metric can help you in the average time spent on email lists before they unsubscribe.
Among all the metrics, a non-open rate can help you in calculating the non-open rate.
Also, the indicator can help you in showing the number of campaigns that people don’t open the message.
Monitoring the non-open can help you discover the elements which don’t work well.
So you can pair this with data and A/B testing efforts, and you can use this to improve the performance of emails.
It can help you in changing the small things so you can boost the increase in the open rate.
You need to track the email link and its performance, and there is no formula for doing that.
But you can use the email marketing tool and see how the recipient interacts with links.
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I am certified and awarded Email marketing expert. I’ve spent the last decade reading and writing marketing books and blogs as well as my articles helps people to start their Email Campaign from scratch or boost their existing business.