Post by nurnobisorker13 on Oct 26, 2024 18:40:59 GMT 9
A few weeks ago we talked about how to make successful email marketing campaigns , but you may be wondering how to measure that success. If so, this post is for you, because we are going to explain what the most important KPIs are to measure the success of email marketing actions .
As you know, once we implement any marketing action , it is essential to monitor the results in order to make the necessary adjustments and continue improving to achieve your marketing objectives . To do this, we use different KPIs (“Key Performance Indicators”) that will tell us whether we achieve an objective or not.
And depending on our objectives, we will use different indicators. In the case of email marketing , the most relevant KPIs are the following:
Open rate . We already mentioned it in the email marketing tips post , because it is one of the most important indicators to check the success of an email. It is also the best-known metric and tells us how many users have opened the email, among all those to whom it has been sent . It is a bulk telegram blast basic indicator, since in order to achieve the rest of the objectives it is essential that users open the email. One way to improve it is to use an attractive subject, but one that is realistic and appropriate for the content (in addition to opening the email, we are also interested in them interacting with it and going further).
CTR (Click Through Rate) . CTR is the percentage of users who click on links in emails. It is a very interesting metric for measuring user interest in the content offered by our newsletters.
Conversion rate . This is the percentage of users who clicked and completed the corresponding action (objective) on your website or landing page : buying a product, signing up for a day, downloading a catalogue, etc.
Bounce rate. This is the percentage of emails sent that could not be delivered to the user. There may be different reasons why an email is not delivered and they are divided between soft bounces (temporary errors such as a server problem or a full mailbox) or hard bounces (these errors are permanent - for example, an address that does not exist - so the emails can never be delivered). A high hard bounce rate indicates that we need to clean up the contact list: remove duplicate and obsolete addresses, correct typos... Otherwise, we run the risk of being penalized by the sending platform.
ROI : This is the acronym for “ Return Of Investment” . In short, ROI is an indicator that helps us measure the performance of our email marketing campaigns based on the investment made (for example, what you pay for the platform) and the results obtained. You can take a look at this post on how to calculate the ROI of your online marketing actions .
Email sharing rate : The percentage of users who have shared the content of the email (clicked the social sharing or “send to a friend” button). This is a positive statistic because users sharing allows us to reach new users who are not in our database. One way to do this is to use calls to action to encourage users to share.
Email List Growth Rate: Measures the speed at which your subscriber list is growing. To calculate it, take the number of new subscribers, subtract the number of unsubscribers (including spam complaints), divide the result by the number of subscribers and multiply by 100.
In addition to these KPIs, we can also obtain other data, such as the unsubscribe rate or spam report rate, but in reality, these are not the most relevant to measure the success of our campaigns and we should not be too blind to them. In the case of the unsubscribe rate , we must take into account that a large part of users who lose interest in a newsletter do not unsubscribe and simply stop opening our emails, so to measure interest it is preferable to focus on the opening rate, click rate or conversion rate… Likewise, the fear of losing subscribers can lead us to hide or make the unsubscribe process difficult; but this can be counterproductive, since we could be marked as spam and this could bring us penalties from the tool.
As you know, once we implement any marketing action , it is essential to monitor the results in order to make the necessary adjustments and continue improving to achieve your marketing objectives . To do this, we use different KPIs (“Key Performance Indicators”) that will tell us whether we achieve an objective or not.
And depending on our objectives, we will use different indicators. In the case of email marketing , the most relevant KPIs are the following:
Open rate . We already mentioned it in the email marketing tips post , because it is one of the most important indicators to check the success of an email. It is also the best-known metric and tells us how many users have opened the email, among all those to whom it has been sent . It is a bulk telegram blast basic indicator, since in order to achieve the rest of the objectives it is essential that users open the email. One way to improve it is to use an attractive subject, but one that is realistic and appropriate for the content (in addition to opening the email, we are also interested in them interacting with it and going further).
CTR (Click Through Rate) . CTR is the percentage of users who click on links in emails. It is a very interesting metric for measuring user interest in the content offered by our newsletters.
Conversion rate . This is the percentage of users who clicked and completed the corresponding action (objective) on your website or landing page : buying a product, signing up for a day, downloading a catalogue, etc.
Bounce rate. This is the percentage of emails sent that could not be delivered to the user. There may be different reasons why an email is not delivered and they are divided between soft bounces (temporary errors such as a server problem or a full mailbox) or hard bounces (these errors are permanent - for example, an address that does not exist - so the emails can never be delivered). A high hard bounce rate indicates that we need to clean up the contact list: remove duplicate and obsolete addresses, correct typos... Otherwise, we run the risk of being penalized by the sending platform.
ROI : This is the acronym for “ Return Of Investment” . In short, ROI is an indicator that helps us measure the performance of our email marketing campaigns based on the investment made (for example, what you pay for the platform) and the results obtained. You can take a look at this post on how to calculate the ROI of your online marketing actions .
Email sharing rate : The percentage of users who have shared the content of the email (clicked the social sharing or “send to a friend” button). This is a positive statistic because users sharing allows us to reach new users who are not in our database. One way to do this is to use calls to action to encourage users to share.
Email List Growth Rate: Measures the speed at which your subscriber list is growing. To calculate it, take the number of new subscribers, subtract the number of unsubscribers (including spam complaints), divide the result by the number of subscribers and multiply by 100.
In addition to these KPIs, we can also obtain other data, such as the unsubscribe rate or spam report rate, but in reality, these are not the most relevant to measure the success of our campaigns and we should not be too blind to them. In the case of the unsubscribe rate , we must take into account that a large part of users who lose interest in a newsletter do not unsubscribe and simply stop opening our emails, so to measure interest it is preferable to focus on the opening rate, click rate or conversion rate… Likewise, the fear of losing subscribers can lead us to hide or make the unsubscribe process difficult; but this can be counterproductive, since we could be marked as spam and this could bring us penalties from the tool.