Reaching potential and existing customers through email marketing is a cost-effective way. It allows businesses to engage with their target audience, promote products or services, and build brand awareness. However, to ensure the success of email marketing campaigns, it is essential to track key metrics that indicate the effectiveness of the campaign. In this article, we will discuss eight email marketing metrics that every marketer should track.
- Open Rate
Open rate is the percentage of emails that were opened by the recipient. It is calculated by dividing the number of emails opened by the total number of emails delivered and multiplying by 100.
Open Rate = (Number of Emails Opened / Total Number of Emails Delivered) x 100
The open rate indicates the effectiveness of the subject line and the sender’s name in capturing the recipient’s attention. A low open rate may indicate that the subject line or sender’s name is not engaging enough or that the email was delivered to the spam folder.
- Click-Through Rate (CTR)
Click-Through Rate (CTR) measures the percentage of recipients who clicked on a link in the email. It is calculated by dividing the number of clicks by the total number of emails delivered and multiplying by 100.
CTR = (Number of Clicks / Total Number of Emails Delivered) x 100
CTR measures the effectiveness of the email content and the call-to-action (CTA) in driving recipients to the website or landing page. A high CTR indicates that the email content and CTA are relevant and engaging to the recipient.
- Conversion Rate
The conversion rate is the percentage of recipients who completed the desired action as a result of a click on the CTA. The desired action could be making a purchase, filling out a form, or downloading a resource.
Conversion Rate = (Number of Conversions / Total Number of Clicks) x 100
Conversion rate measures the effectiveness of the landing page in converting the recipient into a customer or lead. A low conversion rate may indicate that the landing page is not engaging enough or that the CTA is unclear.
- Bounce Rate
Bounce rate measures the percentage of emails that were not delivered to the recipient. There are two types of bounces: hard bounce and soft bounce. A hard bounce occurs when the email address is invalid, while a soft bounce occurs when the email server is temporarily unavailable.
Bounce Rate = (Number of Bounced Emails / Total Number of Emails Sent) x 100
A high bounce rate indicates that the email list needs to be cleaned to remove invalid email addresses or that the email server needs to be checked for any issues.
- Unsubscribe Rate
Unsubscribe rate measures the percentage of recipients who opted out of receiving future emails from the sender. It is calculated as dividing the number of unsubscribes by the total number of emails delivered and multiplying by 100.
Unsubscribe Rate = (Number of Unsubscribes / Total Number of Emails Delivered) x 100
A high unsubscribe rate may indicate that the email content or frequency is not relevant or engaging to the recipient.
- Forward Rate
Forward rate measures the percentage of recipients who forwarded the email to someone else. It is an indication of how much the recipient liked the email content and found it relevant and valuable.
Forward Rate = (Number of Forwards / Total Number of Emails Delivered) x 100
A high forward rate indicates that the email content is shareable and has the potential to reach a wider audience.
- Revenue per Email
Revenue per email measures the amount of revenue generated per email sent. It is calculated by taking the total amount of revenue generated and dividing it by the total number of emails sent.
Revenue per Email = Total Revenue Generated / Total Number of Emails Sent
Revenue per email measures the effectiveness of the email campaign in generating revenue for the business
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