Are you looking for ways to measure the success of your email marketing strategy? Want to know the metrics to track to establish how successful your marketing emails are?
Salesforce share the essential email marketing metrics to measure in this infographic.
Here’s a quick summary:
- Open rate
- Bounce rate
- Click through rate
Check out the infographic for more detail.
Email marketing can be tricky to get right. Figuring out the best time to send your campaign, how many emails you should send, what content to include, and what methods of delivery work best are all on the table when you’re trying to nail your email marketing plan.
In order to start figuring out what works best for your business, it’s important to look at some of the most important metrics that affect your email marketing strategy as a whole.
In this post, we’ll give you three essential email marketing metrics that you should track and some tips on how to improve them.
Simply put, your open rate is the percentage of people who click on your email and read it. So if you send an email with one hundred recipients and twenty people open it, your open rate is 20%.
Open rates are easy to track. Take a few minutes each day (or week) and take note of which emails got opened and by how many people. Then make adjustments based on that data.
Don’t be afraid to ask for feedback from your audience either! Consider running surveys or sending out feedback requests in future emails. That way you can find out what resonates with readers and what doesn’t.
If you have no interest in sending surveys, try using social media polls instead. Polls can let you know whether your subject line was clear enough, whether your pitch worked well enough—basically anything important enough to include in an update.
In email marketing, bounce rate refers to the percentage of email addresses in your subscriber list that didn’t receive your message because it was returned by a recipient mail server.
It is an important metric as high bounce rates suggest you have been sending emails to invalid email addresses, those from which recipients have opted out or that are no longer working.
Improving your open and click through rates will also help lower your average bounce rate as those subscribers who do receive and read your emails may unsubscribe if they don’t find value in them.
Click through rate
As a benchmark, you want to be achieving at least a 5% click-through rate on your emails. This is calculated by dividing your total number of clicks by your total number of recipients.
In other words, if 100 people received an email from you and 20 clicked through, then your click-through rate would be 20%. If you have an email list of 1,000 people and 200 clicked through, then that’s still only a 2% click-through rate.
This is low and means your subscribers aren’t engaging with your content—so make some changes or risk further jeopardizing your campaign’s success.