You just concluded your email marketing campaigns, but how do you measure your results? It’s just as important to analyze your campaign performance as it is to execute an email campaign.
Doing so will help you understand your email performance and make the necessary adjustments to your future marketing campaigns.
Our free email campaign report template will provide you with a detailed analysis of your email marketing strategy. This campaign monitor report covers all the relevant parameters that are needed to help you better understand your email success in numbers.
What Are the Important Email Marketing Metrics?
You have sent emails to your email list, now you need to record and analyze every data point that you can collect. Here are some of the necessary metrics email marketers should collect:
Total Emails Sent:
You need to keep an entry of the number of email addresses you’ve sent an email to.
Total Emails Delivered:
The “Emails delivered” metric will give you an insight into how many of your emails reached your audience’s inbox. Not all emails that you send will be delivered, this is because you might have invalid email addresses in your list (typos, old inboxes that are no longer operational, spam, inboxes that were full at the time you sent the email, etc).
Total Emails Opened:
‘Total Emails Opened’ is another metric you need to record. When you send an email, it will only have an impact when the receiver opens it. The number of emails opened will give you an idea of how many people your message reached. You can use this data to send win-back emails in the future or remove inactive email addresses from your subscription list.
Total Clicks:
“Total Clicks” on your emails is another important metric for your digital marketing campaign. The total clicks number shows you how many people clicked the link you sent them. This number shows how many of your emails were successful in bringing traffic to your site.
Total number of Unsubscribes:
You will have to keep an eye on the unsubscribes because it will motivate you to improve your email marketing campaigns. If your unsubscribe rate is growing, it means the audience does not relate to your product or content. It is time to rethink your content marketing strategy or reach a more relevant audience.
Email Marketing KPIs
Now that you know your numbers, the next step is to understand the different email marketing KPIs. Our email marketing report will automatically calculate all of these.
Email Delivery Rate:
Calculate the email delivery rate by dividing the total number of emails delivered over the total number of emails sent. If you see a significant drop in your email deliverability, maybe email servers are blocking your emails. You should not send too many emails and send what is relevant. To have a high delivery rate, you need to keep your mailing list updated and clean.
If your delivery rate drops below 97%, you need to rethink how you collect mail addresses. Maybe you should use real-time validation when you collect email addresses or request double opt-in.
Email Open Rate:
We calculate the email open rate by dividing the total number of emails opened over the total number of emails delivered.
This rate shows that you have reached the email address of your target audience and also caught their attention.
If your email open rate is plummeting, either your subject line is not compelling enough, or you are sending too many emails. It is time to rethink your strategy.
Don’t expect high numbers here. Anything around 30-40% on bulk emails is a success. Keep an aim to reach at least 20% in most of your emails.
Click-Through Rate (CTR):
We calculate the click-through rate (CTR) by dividing the total number of clicks over the total number of emails delivered.
This metric shows how many email receivers visited your website or performed the desired action and determines the overall success of your email campaign.
A low CTR or conversion rate means your email didn’t convince your audience to take action. You can optimize this with the segmentation of your audience and sending compelling and related emails.
Here, a CTR of 5% or above is considered a high success rate.
Unsubscribe Rate:
We calculate the unsubscribe rate by dividing the total number of unsubscribers over the emails delivered.
This rate will give you an idea about how many people on your list are not impressed with your marketing effort or not interested in your brand.
If your unsubscribe or bounce rate is high, you should rethink your marketing strategy and target a relevant audience. The unsubscribe rate should be below 0.5% for any email campaign.
Transactions:
The number of new transactions you received from email clicks to your landing page. This is the final aim for any email marketing campaign, which means you have successfully conveyed the message to your audience and converted them into customers.
Get Your Free Email Marketing Report Template Now
These are the critical metrics and KPIs of any email marketing campaign. You will find all these KPIs in our easy-to-use email marketing report. You can even personalize it to your convenience and share the results with your team members and higher-ups.
Don’t forget to download our email marketing report template to understand your email marketing stats. And make impeccable email marketing efforts to convert more customers to your e-commerce business through email.
More Resources
If you’re JUST getting started with digital marketing, take a look at our digital marketing strategy guide, as well as our email marketing strategy guide.
You may also want to check out our “What is Email Marketing?” walkthrough, as well as the ClickMinded Email Marketing Training Course.
