And this is always very important. Leaving these metrics aside is a big mistake.
Many people, however, think that email marketing metrics are simple, or even very few.
But really, metrics can be as superficial or as in-depth as you want.
There are some email marketing metrics that are inherent to the job. The open rate and CTR are the most obvious.
But there are also some others that require extra germany email list calculation: they use email marketing indicators to analyze other points, including those related to your brand's business objectives.
Throughout this text, we will talk about these two types of metrics, understand how to calculate them and create strategies together to increase them all.
What are the main email marketing metrics?
Well, before we move on to more advanced metrics and calculations that you will need to plan, we need to talk about the most basic email marketing metrics.
These metrics, for the most part, do not require calculations or notes.
Most of them, in fact, are delivered by the email marketing platforms themselves. And at least three of them — Bounce, CTR and Open Rate — are delivered by all tools.
This is because these metrics are the most fundamental to understanding whether your email campaign is successful.
And if she isn't, why exactly is the problem happening?
All of these metrics need individual tracking, email by email.
So, moving on to the list:
Bounce Rate
The Bounce Rate indicates the number of emails that were not delivered to their recipients.
Or the opposite: how many emails were delivered.
There are two types of bounce in email:
Soft Bounce: This is when the recipient's email provider was unable to receive the email, but your platform will try to send it again;
Hard Bounce: This is when the email was not impossible to deliver and your platform will no longer attempt to deliver it.
In other words, with Soft Bounce there is still the possibility of the email being delivered, while with Hard Bounce there is no hope whatsoever that it will reach the inbox.
In any case, dealing with the Bounce Rate is a priority in any email marketing campaign.
The higher your Bounce Rate, the more difficulty you will have in delivering new emails, and you may even be blocked by email providers.
It is quite common to find high bounce rates in B2B Marketing, since in most cases you are dealing with corporate emails, which are frequently turned off.
Typically, a healthy bounce rate is less than 1%, while one that exceeds 2% is considered a concern.
We have a much more in-depth text on the subject here on the blog. Click the link below to learn more:
Opening Rate
Another piece of information present in practically all email marketing tools you will find out there.
The Open Rate is related to the number of people who opened your email.
It compares the number of people who opened it with the number of people who didn't, and delivers a percentage that is normally between 5% and 10%.
5% is actually a rate that indicates attention: you need to improve your results. The healthy thing is to have at least a 10% open rate.
The only way to increase the Open Rate is through good copywriting in the “Subject” field of the email.
Open your inbox right now and analyze the number of emails you haven’t opened. See what their “Subject” fields have in common. And when you’re creating your campaigns, try to avoid some classic mistakes, such as:
Subject field too large, distorting the email;
Do not use the recipient's name (all email platforms offer this);
Not taking the target audience into account when writing;
They are very vague;
They are not recognizable at first glance;
Among other points that are fundamental for good copywriting.
In fact, email marketing is a direct evolution of what brought copywriting to a new life: direct mail.
The more you study copywriting, the better your open rates will be.
CTR (clickthrough rate)
CTR indicates how many people clicked on the CTA you included in your email.
Typically, this CTA is delivered as a button or a link. And even more commonly, it is delivered in two main occasions:
At the top of the email, before the first fold (it is displayed before the user has to do a single scroll down );
At the end of the email, when the user has finished reading the content.
CTR cannot be called conversion rate, as this is another metric that we will analyze a little later.
In fact, it is just indicating that people clicked on the CTA, which is why the metric is usually associated with the quality of the CTA, the email content, and the offer.
If your button is poorly configured, you’ll have a lower CTR. If your content is too vague, you’ll have a lower CTR. And even if you have the best content and a beautiful CTA, the offer needs to be compelling enough to encourage the click.
Sharing Rate
Among lists of email marketing metrics, you will rarely find Sharing Rate.
But that’s because most of these lists were built pre-pandemic, a time when newsletters were just beginning to gain the traction they have today.
After the pandemic, everyone started creating newsletters. And they have a problem: most of them don’t include obvious conversion offers, such as a discount coupon or a special payment condition.
They only bring content.
So , what should you measure in this case? The main objective of a newsletter is to convert people to subscribe to it. But you can't convert people who are already converted.
That’s what Sharing Rate is for. Good newsletters come with buttons to share the content on social media. The more shares you get, the more new subscribers you gain.
This is a non-standard metric for email campaigns. If you work exclusively with newsletters, it’s best to find a tool that tracks this metric.