Part of my marketing job involves sending emails and monitoring their progress. I have extensive knowledge of optimizing emails, common mistakes in email marketing, and effective email marketing strategies. However, no matter how optimized my emails are, it is crucial to properly track email analytics and understand which metrics require attention. Thankfully, my experience in sending email marketing materials, such as newsletters, has provided me with valuable insights that I am eager to share with other marketers and business owners. Let’s explore eight essential metrics and key performance indicators (KPIs) that should be tracked to assess the effectiveness of email efforts.
Email Marketing Metrics Marketers Need to Track:
1. Clickthrough Rate (CTR): This is the percentage of recipients who clicked on one or more links in an email. The formula to calculate CTR is (Total clicks OR unique clicks ÷ Number of delivered emails) * 100.
2. Open Rate: This is the percentage of recipients who opened an email. However, it’s important to note that open rates can be misleading due to factors such as image-blocking and Apple’s Email Privacy Protection feature.
3. Conversion Rate: This is the percentage of recipients who clicked on a link within an email and completed a desired action, such as filling out a form or making a purchase.
4. Bounce Rate: This is the percentage of emails that could not be successfully delivered to recipients’ inboxes. There are two types of bounces to track: “hard” bounces and “soft” bounces.
5. List Growth Rate: This metric measures the rate at which your email list is growing. It is important to monitor both list growth and loss.
By tracking these metrics, marketers can gain valuable insights into the effectiveness of their email campaigns and make data-driven decisions to optimize future efforts.
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