While there are many proven marketing strategies known, there are some that are proven to derive great results for businesses. Among such, Email Marketing is one of the powerful methods that enable businesses to engage more audience and reach.
Although it’s easy to just send a mail, while doing it as a business for audience engagement, it’s not very easy. For businesses considering gaining reach and engagement, they need to measure and analyze their email marketing campaigns. For this, they should understand the various metrics of email marketing. Below given is all the essential information about email marketing metrics:
1. Open Rate
The open rate is the percentage of subscribers who opened your email. It is a vital metric as it shows how successful your subject line and pre-header text were in grabbing the attention of your recipients.
A high open rate indicates that your emails are resonating with your audience, while a low open rate may signify the need for improvement in your email content or subject lines.
2. Click-Through Rate (CTR)
This email metric implies the percentage of the audience of your email reach who had clicked through the link within your email. In simple words, this metric shows the percentage of the engaged audience or the audience who showed interest in your offering within the email.
It is the CTR that decides whether your email content is engaging or not. While your CTR is high, it implies that your content in the email is engaging and relevant to what the audience is searching for. Some factors can help to further increase the CTR such as CTAs, design, content format, and more.
3. Conversion Rate
It shows how much percentage of the audience is converting into customers. It implies the audience percentage who are opening the email and going through the link given for the product or service. The mail could be offering anything such as a purchase or a form or something else
The Conversion rate of a marketing campaign is directly proportional to the success rate of the campaign as it determines how many users go through the mail and opt for the product or service offered. To optimize your conversion rate, make sure your landing page aligns with the email content and provides a seamless user experience.
4. Email Bounce Rate
Bounce Rate metrics of email marketing campaigns show the email percentage that is not delivered to the user’s inbox. This metric can be described in two forms known as Hard bounce and Soft bounce.
When an email cannot be delivered to the recipient or audience due to some permanent problem, it is considered a Hard Bounce. Soft Bounces occur when the email is not delivered successfully to the user because of some temporary issue. Knowing about the bounce rate of an email campaign is necessary as it can help to know that the emails are reaching the audience successfully.
5. Unsubscribe Rate
These are the metrics that show the audience that is not interested in your offering. It shows the percentage of the audience who had unsubscribed or opted out of any further emails or offerings from the business. This might not seem to be a good factor for email campaigns. But it is necessary and helpful as it would lessen the audience who aren’t interested.
A high un-subscription rate shows that the audience is not getting what they want. In simple words, it means that their expectations or requirements aren’t fulfilled and so they are opting out from that brand or business. Businesses should ensure to reduce unsubscribes by providing good offers, and valuable content, relevant, and personalized to their audience requirements.
6. Spam Complaint Rate
The spam complaint rate metrics provide information about the users who had marked the email as spam. This can have a bad impact on your marketing campaigns if it is very high. Also, if the spam complaint rates are high for a campaign then it can impact the deliverability of emails.
Several factors are responsible due to why a user marks an email as spam. Businesses should ensure that they have targeted the correct audience, using the business’s original name, and offering reliable products or services.
7. ROI (Return on Investment)
Return on Investment or ROI is the metric that enables businesses to know about how their marketing campaigns have performed over some time. It enables businesses to know about the profits that the business has incurred from the running of the campaign. Return on Investment can be calculated by dividing the revenue from the campaign by the cost incurred for the campaign.
ROI gives an idea to businesses about how they can spend and allocate their funds and resources in the correct place to grow their business rapidly. It also shows how successful an email marketing campaign is and whether it should be used further for the business or not.
Final Thoughts-
While an email marketing campaign is an excellent and proven method for boosting the growth of the business, it is also necessary to have essential knowledge about the result analysis. If a business knows how its campaigns are performing, it can optimize its campaigns more to boost its growth further. The metrics of email marketing are the most valuable insights that provide every single piece of information about the campaigns run by a business.