Email marketing delivers tangible metrics, which is one of its great advantages. Monitor and understand your email statistics to ensure a successful email campaign. This includes Open Rate, Click-Through Ratio (CTR), Bounceback rate, and many other metrics. Email Marketing Metrics Are Important you can improve your email marketing campaign by understanding these metrics and achieve better results.
Basic Email Metrics that should be evaluated in every email campaign
Open Rate: This is the ratio of total emails opened (in HTML) to total emails delivered/distributed.
Click-Thru Rate (CTR), which is the average number of clicks on links within an email divided by how many emails were opened, is calculated. It is basically how many people interacted with your email.
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Bounce Rate is the total number of emails bounced back and not delivered. The email can be rejected for many reasons. For example, the email address may not be valid anymore, the server has filtered out the email, or the mailbox of the recipient was full and exceeds the quota.
Based on your email marketing campaign objectives you can measure advanced statistics like:
- Number of Emails Opened based upon Region/Country
- Countries/Regions: Click-Thru count
- The number of sales based on region/country/referring URL
- Conversion (Click on Sales) Rate
- Total Revenue per Campaign
- Return On Investment (ROI), per campaign
What Metrics Should You Focus on?
The campaign’s objectives will determine the extent of this. Open rate is an important indicator. However, to get a better understanding of your campaign’s performance, it should be used in conjunction with other metrics (CTR and click-to-action rate (conversion rates).
How come? CTR, conversion rate, and open rates are both able to tell how many recipients did the action you requested. The open rate, on the other hand, will tell you how many people received your email. To gauge the effectiveness and impact of your message, you should go beyond the opening rate and measure it at the action level.
How to Increase the Click-Through Ratio (CTR)
Savvy email marketers know that they need to get their email opened and read. However, they also need to know how many people clicked on the link (measured via CTR) and this information should be as high a number as possible. Each email should be reviewed for key points that can have a major impact on open rates and CTR. These are the most important points to be aware of in each email.
Subject Line and Greeting
Make your subject line appealing. Your email campaign results may be affected by your subject line. Be careful not to over-optimize your subject line as it can look spammy and clients could decide to delete the email without opening it. The subject line should be concise and specific. It should address the subscriber’s name if possible.
Make an Attractive Offer
In the first paragraph, you should state the purpose of the offer and why it is important to your recipient. Then explain how the recipient can benefit. You should make sure the first paragraph grabs people’s attention. Include your offer in your email. This will make it more appealing to the recipient.
Include the “call-for–action” button/link to remind users to click for more information.
A spam problem can have a significant impact on your open rates. Most ISPs and hosting providers have implemented a spam filter to block spam emails. It is important to avoid spam words like “free offer”, money, 30-day guarantee, or “free trial”.
Structure and Design of Messages
Make sure to use the same colors in your emails. This will help people remember your brand. You can include interactive links in emails that contain a long message. This will allow users to easily access additional information via your website. Not everyone reads the entire email. Most people scan it to quickly understand what is in it. Be aware of this when structuring your email. Make sure to include headings that separate the message and bullet points so that readers can easily see highlighted features and benefits.
Today’s readers are often busy and take only a few moments to decide whether or not to read your message. Be sure to plan your message well and track your email statistics so you can determine which messages are most effective for your business.