For new players in email marketing, vying for your subscribers’ attention is a challenge.
Launching a campaign is only the first part. Afterwards, you need to monitor its performance and see if you gained your subscribers’ attention and interest.
In doing so, you’ll know whether your emails are doing their job or only sitting in the spam folder. Or worse, they drive your recipients to click “Unsubscribe.”
Email Marketing Metrics to Monitor
I’m here to help you avoid unfavorable scenarios with your email marketing campaign.
With that said, here are five essential email marketing metrics you should track to improve your email strategy.
Open Rate
When optimizing your open rate, take a look at your subject line.
It serves as your email’s headline. Since it’s the first thing your recipients read when your email lands in their inbox, your subject line determines whether they will open it or not.
The best way to capture their attention? Limit its characters to 45 and keep it within three to five words.
Aside from your subject line, your preview text must be brief and concise. Your most important points must be present in this section, all within 30 to 55 characters.
Pro Tip: Here’s a helpful article from Active Campaign. Avoid these specific keywords to help prevent your emails from being sent to the spam folder.
Clickthrough Rate (CTR)
Here’s the metric when you want to determine how engaging your emails are.
In essence, CTR shows if your content is engaging enough to pique the interest of your recipients and drive them to your website.
So, how do you improve this email marketing metric?
Segmentation and personalization are the key. Together, they increase the relevancy of your content according to your audiences.
Conversion Rate
In email marketing, conversions usually result from push email campaigns.
With that said, you have two major ways to generate conversions: abandoned cart and product recommendation emails.
By measuring your conversion rate, you can determine how your emails performed in pushing your products and driving your audience to complete your desired action.
One of the best ways to improve your conversion rate is to create mobile-optimized emails. These enhance the customer experience, increasing convenience and usability that will attract your audience into completing an online transaction.
Bounce Rate
Every digital marketing specialist knows that when it comes to bounce rate, lower is better.
On top of that, email marketing bounce rate has two kinds: soft and hard bounce rates.
The former is less severe–it measures instances when your recipient has a full inbox or their email server is down.
On the other hand, a hard bounce rate measures the percentage of supposed recipients that are now inactive, closed, or incorrect email addresses.
In most email marketing platforms, you can filter your mailing list once they detect a hard bounce, allowing you to prevent sending more emails to unreachable contacts.
List Grow Rate
Whether you’re only starting out or launching your third drip campaign, growing your subscriber list is essential to your email marketing.
However, you can’t avoid external factors that could have a negative impact on your list.
For instance, your email marketing database will naturally degrade by about 22.5% each year. This may happen due to people switching jobs, abandoning old email addresses, or unsubscribing from your email list.
To compensate for these potential losses, you can try providing giveaways and referral contests for your current subscribers. These can entice them to invite more users into signing up for your email list.
You could also promote your website content through Facebook Ads and let them signup to know more about your business.
Which Other Email Marketing Metrics Do You Monitor?
I’ve shared with you the five metrics which I believe are essential for your email marketing strategy.
Monitoring them can help you improve your future emails’ performance and generate the conversions you need.
But aside from these, which other metrics do you deem essential for your email marketing strategy? Do you have a list of vanity metrics that you only breeze through?
Let me know in the comments section below!
A/B testing is an integral part of email marketing. It compares two versions of an email and allows you to determine which works best because of a particular element.
Do you want to know more email marketing best practices like A/B testing?
Check out this short e-book of email marketing best practices in 2020!
