When we run an email marketing campaign it is important to know whether the campaign is successful or not. If audiences are getting engaged with our campaign then it is a success and if not they end up marking our email as spam/abuse.
All email marketing software provides basic or advanced tracking and reporting features. With the help of it, we can analyze the performance of our campaign and can take corrective action if required.
The metrics which we see to measure the success of email campaigns are open rate, click-through rate, unsubscribe rate, spam rate, etc.
In this article, we will list a few important email marketing metrics that will help you to measure the success of your email marketing campaigns.
Factors to Measure Email Marketing Success
Deliverability
Deliverability is one of your primary factors. It measures the success of your emails reaching their intended inboxes. If people don’t get your emails, there is no way they could read them. Maintaining a high deliverability rate is a crucial step for conducting successful email marketing.
Click-Through Rate
The Click-through rate is the percentage of people who clicked a link in your email. Click-Through Rate helps in analyzing customers’ behavior by showing their interest in your products. You can also know what percentage of customers are really showing interest in your offers. CTR is also helpful for conducting an A/B testing campaign for your calls to action button. If you monitor which products and offers your clients click on, you’ll get a much clear understanding of their preferences.
Open Rates
Email open rate is the rate of the subscribers who have opened the mail. Many people look to their email open rate to determine how successful their email marketing strategy is. Because, if the open rate is not good it means a large number of people is not even opening your email, and if people will not open your email how they gonna engage further and make a purchase, which is the ultimate goal
Conversion Rates
Conversion rates measure both direct purchases and delayed purchases.email conversion rate is the percentage of subscribers who complete a goal action. Of course, that action depends on your specific conversion goal. In many instances, the conversion goal is purchase-related (becoming a customer), while other times it’s not (simply becoming a lead).
For calculating the conversion rate- No of Conversions/No of emails delivered *100
For eg if you are purchasing a product online and you have left it in your cart, then an email will be sent to you as a reminder to complete your purchase. In this way, you might go back and complete the checkout process.
Unsubscribe Rate
The unsubscribe rate measures the satisfaction level of your clients. If the unsubscribe rate is higher then it is because of the high unsatisfied customers. Sending quality content to them frequently will ensure that they remember you and remain satisfied. Sharing relevant information and content about their interest will help you in keeping low unsubscribe rates.
Abuse Reports
When an email subscriber marks your email as spam, this goes into abuse report count. This may happen to any sender. Some subscribers just find it easier to mark an email as spam, than to open the email and look for the unsubscribe link.
Abuse report is an actual spam complaint that goes to your client’s ISP, which may then block all the emails sent from your email address.
Conclusion
Email marketing is the most cost-effective marketing method which ensures high conversion rates if done correctly. Any digital marketing effort will not be complete without proper email campaigns.
Measuring these metrics and taking corrective action will ensure that your subscribers remain engaged with your campaigns and don’t mark it as spam or abuse. But this will happen only when you keep the email customized as per your subscribers.
