HomeEmail Marketing UK TipsWhat metrics should you be measuring with your email marketing?

What metrics should you be measuring with your email marketing?

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Measuring the right metrics in your email marketing campaigns is essential for evaluating their performance, optimising your strategies, and achieving your goals. Here are some key email marketing metrics you should be measuring:

  1. Open Rate:
    • This metric tells you how many recipients opened your email. It provides insight into the effectiveness of your subject lines and helps you gauge your email’s ability to grab attention.
  2. Click-Through Rate (CTR):
    • CTR measures the percentage of recipients who clicked on one or more links within your email. It’s a critical metric for understanding the engagement and effectiveness of your email content and calls to action.
  3. Conversion Rate:
    • Conversion rate measures the percentage of email recipients who completed a desired action, such as making a purchase, signing up for a webinar, or filling out a contact form.
  4. Bounce Rate:
    • Bounce rate indicates the percentage of emails that couldn’t be delivered to recipients’ inboxes. There are two types: “soft” bounces (temporary issues) and “hard” bounces (permanent issues). High bounce rates can negatively impact your sender reputation.
  5. List Growth Rate:
    • This metric shows how quickly your email list is growing. Tracking list growth helps ensure you’re continually expanding your audience.
  6. Unsubscribe Rate:
    • The unsubscribe rate measures the percentage of recipients who opted out of your email list after receiving a particular email. This metric can help you understand content fatigue or other issues that lead to disengagement.
  7. Email Sharing/Forwarding Rate:
    • Measure how often recipients share or forward your emails to others. A high sharing rate can be a sign of engaged and satisfied customers.
  8. List Churn Rate:
    • List churn rate combines the unsubscribe rate and the rate at which you gain new subscribers. It provides a holistic view of how your email list is evolving.
  9. Spam Complaint Rate:
    • The spam complaint rate tells you how many recipients marked your email as spam. High spam complaint rates can damage your sender reputation and deliverability.
  10. Revenue Generated:
    • Measure the revenue generated from your email campaigns. Link email conversions to actual sales or other revenue-generating actions.
  11. Forward to a Friend Rate:
    • Monitor how often recipients forward your emails to friends or colleagues. This can indicate the shareability and appeal of your content.
  12. Engagement Over Time:
    • Track the engagement of your email subscribers over time. This helps identify trends and informs the timing of your email campaigns.
  13. Mobile Open Rate:
    • Measure the percentage of email opens that occur on mobile devices. It’s crucial for optimising your emails for mobile responsiveness.
  14. Click-to-Open Rate (CTOR):
    • CTOR calculates the percentage of recipients who clicked on a link after opening the email. It provides insight into the relevancy and impact of your email content.
  15. Geographic Data:
    • Analyse where your email recipients are located. This information can help you tailor content and timing to specific regions or time zones.
  16. Device and Email Client Data:
    • Gather data on the devices and email clients your subscribers use. This information helps optimise your email design for various platforms.
  17. Social Media Shares:
    • If you include social sharing options in your emails, measure how often recipients share your content on social media.
  18. A/B Test Results:
    • Assess the results of A/B tests for subject lines, content, images, and other email elements to determine which variations perform best.

Measuring these email marketing metrics allows you to gain valuable insights into the effectiveness of your campaigns and make data-driven decisions to improve your email marketing strategies over time.

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