Top 6 Email Marketing Metrics & KPIs to Lookout in 2021
As email marketing remains one of the most competitive processes for delivering content to clients, knowing how impressive a campaign is depends on the KPIs you are tracking. The metrics you track oblige you to tweak your strategy following your client’s latest expectations.
The most efficient marketing strategies are regularly adjusted as they get feedback. Keeping track of the proper KPIs in your email campaigns is almost as great as keeping a never-ending focus group.
You can track what works, what doesn’t, and identify where you are going wrong. KPI's or ‘key performance indicators’ help to set clear benchmarks of the performance of various aspects of an email campaign. There are many kinds of insights you can benefit from tracking email KPIs. Often, you’ll need to know who opens your marketing emails or who shares them with other contacts. However, these standards of metrics alone won’t actually show how competent your overall strategy is.
To figure out the success of a campaign, you’ll need to make trends within your subscribers and customise the approach to stay ahead of the curve. As a business owner, you’d like to stay connected to your clients, right? Email automation is a dynamic marketing automation tool that lets you deliver the right information to the right users at the right time, adopting automated workflows, which is exceptionally efficient for lead nurturing, and ultimately, to drive sales from potential clients as well as existing ones.
When you connect your website analytics with your email marketing platform, you can target customers based on actions, preferences, and earlier sales. Then you can customise each client’s experience and develop the importance of your automated campaigns.
Let's consider some metrics you should be keen on in your email marketing efforts. We'll begin with the metrics every email marketer should be tracking.
Click-Through Rates (CTRs)
Most businesses relying on email marketing are trying to grab more engagements to the website, landing page, or some other platforms on the web.
They design, write, and enhance emails to develop more clicks — and thus more traffic. If you track click-through rates (CTRs), you’ll understand which section of your subscriber base is clicking the links you add inside your email. If this rate is too small, it may be a warning that you need to enhance the wording and/or placement of your links. You need to capture the user quickly and make your call to actions and buttons easily identifiable.
Just ensure you’re dealing with it in the context of your other metrics; if your other KPIs are low, it may be an indication that you need a total strategic modification.
Is your audience actually clicking your emails? Or are they just deleting it before they look at it? Your open rate is the only way to identify that. Some email marketing platforms will give your open rate as a percentage, while others hand out raw numbers.
Either way, you can tell whether your subject lines are fascinating enough to encourage an open — or whether it’s time to get back to the planning phase. Take time to see what kind of subject lines and content are more enticing for your audience to be more likely to open, as well as optimised scheduling for opening emails throughout the day.
Total Email Conversions
A conversion is an action performed by one of your website visitors, and one that drives your business to more revenue (or brings it closer to your targets). It’s more often than not defined as completing a purchase, filling out a form, or approaching your business directly.
Though it has more to do with the conversion optimisation of your website than it does your email content, it is still crucial to measure how many of your email-based subscribers are converting. For instance, if your total conversion rate is 5%, but your email subscribers are only converting 1% of the time, it’s an indication that your email may be deceitful, or that you’re targeting an inappropriate audience.
Email-Based Bounce Rate
Interested consumers who click your links in the email will mostly want to stick around your website for a while (at least, that could be a major aim). If so, they’ll visit other webpages, go through your content, and be more likely to convert. However, if they don’t appreciate what they see, they’ll bounce — and the more users who do this, the greater your bounce rate will become.
If your email-based website visitors contribute to a high bounce rate with them, it could be a hint that your landing page needs work or that your email content didn’t appropriately prepare them. Make sure your content is cohesive across the board.
Let’s mention that an email bounce rate is something a little diverse — it determines the percentage of expected recipients who never got your email. Keep your email database up to date!
No one likes to receive spam — It’s disturbing and infringes on your productivity. Let’s be honest: whether you feel it’s generous or not, some people will most likely consider your emails to be spam.
That’s why it’s crucial to keep an eye on the number of spam complaints you’re receiving, as well as the individual “spam score” of each email before you deliver it out. Your spam score is a measure of how possible your email is to get tapered off by a spam filter, while complaints are exact marks against you.
If you receive too many complaints, you could get blacklisted from delivering emails altogether — so this is an extensive email metric to watch.
Oops! Did someone from your subscriber database have enough of your content and opt-out? Be mindful of your subscription cancellation metrics. In adherence to email marketing legal guidelines, all emails should have an option to unsubscribe from your mailing list. However, if you see an increase in your audience unsubscribing after a particular EDM goes out, you should be wary of the content and review your strategy. Losing subscribers is something you definitely should try to avoid, so do all you can to make your content engaging and optimised.
Now that you understand some fundamental email marketing metrics and KPIs, it’s time to begin testing and optimising your email marketing campaigns going forward. This means you can set new targets irrelevant to conversions, such as improving your subscriber rate or reducing the number of spam complaints.