Email Marketing Series: 8 Important Email Marketing Metrics -

Email Marketing Metrics:

Totally, there are eight major email marketing metrics that will help you in determining your campaign results.

Open Rate
Click-Through Rate
Spam Percentage
List growth rate
Conversion rate
Bounce rate
Overall ROI
Unsubscribe Rate

1. What is an Email Open Rate?

Email open-rate helps in analyzing the percentage of emails opened by your existing and new subscribers. Breaking it, even more, simpler, email open rate tell you about how many people viewed or opened the email you sent.

The open rate helps in determining the performance of your email marketing campaign. If you are getting less email open rate then you should start looking for mistakes and faults in your campaign. We have mentioned the email marketing checklist that will help you in optimizing your emails. An optimized email marketing campaign always gets a higher open rate and click-through rate.

Method to calculate Email open rate: Divide the number of unique opens (excluding that bounced) by the number of emails sent X 100.

2. What is CTR in Email Marketing?

CTR (Click Through Rate) is one of the important email marketing metrics in determining the clicks and action taken on your email campaign. Email Open rate may tell you about your email performance in grabbing people’s attention but CTR (click-through rate) helps in analyzing whether your email can attract people in taking action on it.

Click-Through Rate not only depends on the subject line but elements like time and day (strategic email scheduling), link positioning, email length also helps in achieving more CTR. Every marketer aims to achieve maximum CTR but rates vary by industry, i.e top industries like computer hardware and telecommunication, nonprofits, association & government, and education-related emails get average CTR of 4%. So, it is important to focus on subtle elements to get an attractive email click-through rate percentage for your organization and company.

Method to calculate Email click-through rate: dividing the number of unique opens by the number of emails sent – bounced emails.

3. What is Spam Percentage?

Spam percentage tells you about the number of users who marked your email as spam. Nowadays if you try sending emails to irrelevant people then they will not hesitate in marking your email as spam. So, you should pay attention to your email spam percentage. It will help you in analyzing why your emails are getting spammed and how you can avoid it.

Its is important to know why people are marking your email as spam. If you keep on ignoring your spam percentage then there are chances of getting your email account blocked by your email service provider.

Therefore, always track your spam percentage in your analytics dashboard. Many top email service providers like Mailchimp, give you metrics about your email campaign performance.

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