As email marketing has great potential for RIO, some estimations are that it could be up to 4300%, it’s important to create a powerful campaign and measure its metrics to maintain it.
After you have launched your email marketing campaign, you might wonder how you can measure its performance. Tracking and analyzing your email marketing is principal in comprehending what works and what doesn`t, and improving its performance to effectively use all its potential.
In today’s text, Alpha Efficiency will provide you with a closer look at the most useful metrics to measure the success of your campaign.
1. Open Rate
Open rate is a metric that compares the number of opened emails by recipients vs the total number of delivered emails. This rate can be lower in a case when a platform encounters reopened emails as an initial opening.
A/B testing for various subjects can provide you an insight into what component of your email drives subscribers to open your marketing email and that doesn`t.
Additional information like how many times recipients have opened the email when was the last time that occur, and which subscribed contacts have mostly opened the emails.
2. Click Rate
Click rate delivers the percentage of entire recipes that have clicked on any tracked link in an email campaign. Additionally, it provides information on which subscribed contacts have clicked on the link, the number of clicks per link, and for each individual opening, the link that has the most clicks and the most time subscriber clicked on the link in your campaign.
3. Bounce Rate
The bounce rate takes place when an email is not delivered to recipients. The bounce rate is conveyed in percentages and measures deliverability. To calculate the bounce rate, divide the total number of bounces by the number of delivered emails and multiply by 100.
The factors that impact email bounce can be due to the full recipient email box, the recipients’ mailbox might be on auto-replay, non-existing email, receiving server is overloaded, unavailable or blocked incoming mail.
4. Unsubscribe Rate
This rate indicates the percentage of users that have subscribed to your email but later decided to unsubscribe. They have unsubscribed from your mailing list, opting out of your audience. There are various reasons why someone unsubscribes, however, the significant drop in subscribers indicates issues.
This issue can refer to email content, sending frequency, if your name in the “From” segment of the email is not recognizable enough, or other aspects you should consider in identifying and improving your email.
5. Conversion Rate
Conversion rate expresses the percentage of people who have performed your preferred action after opening your email. Conversion depends on your business goals in email marketing.
If your email goal is to encourage recipients to leave their reviews on your website, the conversion will be considered a user’s action after leaving the review. Therefore, the conversion rate provides a direct answer about the impact of your email marketing on your business goals.
6. Device Statistics
This statistic provides information on which device your recipients use when opening your email. The value of this data allows you to perceive the preferable devices of your audience, and to implement email content optimization to the most likely device.
7. Spam Score
The spam score is the rate of your content marked as spam by recipients. A high spam score suggests that your recipients find your content irrelevant and valueless. Additionally, a high spam score sends a negative signal to internet service providers consequently increasing deliverability.
8. Forward and Share Rate
This rate represents the percentage of email recipients who have forwarded your email to others or shared email by clicking on the sharing button inside the email. This is a convenient way to generate more leads and nurture new subscribers.
9. Champaign RIO
RIO is the overall return on the investment of your email campaign. RIO values can be affected over a long-time period because the results of the email campaign can income months and years after launching.
10. Grow of List Rate
The list growth rate represents having your list expanded over a certain period. The decrease in the subscriber list implies that your list is actually dying. This happens due to various reasons such as people unsubscribing, switching accounts, or others, so the crucial is to continuously raise the subscriber list and keep the unsubscriptions at a low rate.
Final Thoughts
Mentioned metrics will help you keep track of your campaign performance and progress. Testing your campaign rates can indicate what to improve and how your email projects with other facets of your marketing campaigns.
Propositions to measure the campaign should be intertwined into the campaign from a start. Therefore, marketers have to keep in mind this aspect from the beginning and at every stage of creating a campaign.
Also read: Top Benefits of Digital Marketing
