Email Marketing Metrics You Must Track

Email marketing metrics allow you to view various kinds of fascinating data about your email campaign performance. This data can be used to define how well your campaign is performing, and discover weaker areas so that you can better your next one. There are many different factors that can influence how successful a campaign becomes, such as the length, title, time scheduling and more. There are many different metrics you could track. Here are some of the most useful tracking options available for your email marketing campaigns.

Open Rates

This refers to how many people actually open the email. The higher the percentage the better. So what is a figure that suggests a good open rate amongst your email campaign? Well, an open rate of around 15% or more is generally a good outcome. If your open rate is less than 15% then you might consider ways to increase this, such as a better title to engage the subscriber to want to read more.

Click-Through Rates

Click-through rates display whether the subscriber has clicked a link from within the content. A typical example would be if you have products listed in your email with clickable links to where you can find them or read more. Half of all emails are now opened on mobile phones, so it’s important to ensure your email is mobile friendly. Ensure buttons and links within the content are noticeable so that it’s obvious where to click. The link location should also be accurate and take the reader directly to the correct page.

Unsubscribe Rate

Each campaign has its own unsubscribe rate. If you have a campaign with a high unsubscribe rate then you should try to discover what influenced them to make that choice. This could occur for a number of reasons, such as receiving too many emails in a short period of time, the content could be irrelevant to them, or the email might be considered to be lengthy and not to the point. Whichever the reason, you should consider all potential possibilities and work on reducing this figure.

Hard Bounces

Hard bounces refer to an email being sent to an email address that no longer exists or isn’t active. You should remove these emails after one bounce as you will receive a reduced delivery rate, and also reduce your overall campaign success. When you create your next email campaign these invalid emails will no longer be in your mailing list allowing for a increased chance at a successful campaign.

24 Hour Performance

The 24 hour performance chart is very useful as it displays in real time your subscribers interactions with your email. This data will provide a useful insight as to when subscribers view your email most, and when they click through. Most emails will be opened within the first few hours of posting. Sometimes there might be a noticeable increase at a particular time of day. This information is very useful as it allows you to consider scheduling a future email at a different time, as subscribers could be more engaged in the evening.

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Alistair Hague

Alistair Hague

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