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Significant Email Marketing Metrics You Should Track Now

Email Marketing | Ankit Gupta | Last Updated: 2019-08-21

Significant Email Marketing Metrics You Should Track Now

Email marketing is one of the most effective ways to reach out to potential customers and strengthen relationships with your existing customers. Being an email marketing agency, you can use email marketing to promote your products or services, keep your customers informed, engage them with personalized messages, and drive conversions. You also need to track, measure, and optimize your emails for increased engagement and a higher ROI.

Why should you track your email marketing campaigns?

If you want to make your email marketing campaigns a success, it is important to track, monitor, and measure your results.Tracking the right email marketing metrics can help you understand which strategies work best for your business and which tactics don't work as well. With such data in hand, you can better prioritize your time and efforts on strategies that drive maximum results.Take ample time to track metrics that deliver an email marketing agency with actionable insights to make your emails perform better.
Important Email Marketing Metrics Each email marketing campaign is unique but there are some metrics that every email marketer should track.

Here are a few important email marketing metrics to track success.

  • Email Open Rate

Email open rate refers to the percentage of email recipients who actually opened your email. Open rate is the most basic metric that email marketers track. But it is still an important one as no other metrics matter unless your emails are getting opened in the first place. Open rate = [Number of unique opens / (Number of emails sent (Number of bounces)] x 100 Tracking this metric can help an email marketing agency analyze how well your subject lines are performing and how engaged your subscriber base is.

If you want to improve your email open rate, you should follow some tips.

Improve your subject lines to make sure that they entice curiosity.

  • It is a good practice to include your subscribers' first names in subject lines.
  • Make sure your email renders well across devices.
  • Avoid being flagged as spam due to excessive use of sale concerned language.
  • Clean up your email list periodically to get rid of inactive subscribers.
  • Discover the best times to send your emails with deep research.

Email Click-Through Rate (CTR)

While higher open rates are a great thing, you should focus more on optimizing the click-through rate of your emails. Click-through rate is the percentage of email recipients who clicked on one or more links in your emails. It is calculated over the total delivered emails and not just those which have been opened. Click-through rate = (Number of unique clicks / Number of delivered emails) x 100 It can help you identify how many people are actually engaging with your email content. You can get insights into how many people actually visited your website or landing page. With low CTRs, you will face a problem with your email copy, design, call-to-action, or all three.

If you want to improve your email click-through rate, you should:

  • Create content that compels users to take action.
  • Use clear and actionable calls-to-action.
  • Highlight your calls-to-action to encourage users to click through.
  • Create user segments to ensure that you always send content that is relevant to them.

Conversion Rate

Conversion rate is the percentage of email recipients you managed to convert. This includes recipients who clicked on a link in your email and then completed the desired action. The action might be as simple as filling out a lead generation form, visiting your website, or purchasing a product. Conversion rate = (Number of people who completed the desired action / Number of delivered emails) x 100 Every email campaign an email marketing agency launch needs to have a specific goal. Tracking emails' conversion rate helps determine the extent to which you succeed in achieving your campaign goals.

If you desire to improve your conversion rate, you should:

  • Make sure you deliver the most relevant content to your subscribers.
  • Use segmentation to personalize your email messaging.
  • Write clear and compelling copy.
  • Improve your calls-to-action to drive more clicks.

Unsubscribe Rate

Unsubscribe rate is the percentage of email recipients who chose to opt-out of getting any more emails from you. Unsubscribe rate = (Number of unsubscribes / Number of delivered emails) x 100
If a user unsubscribes from your email list, there are chances that:

  • They didn't find your content relevant.
  • Your emails had misleading subject lines.
  • You sent too many emails too frequently. High unsubscribe rates can be discouraging. It can also help you determine whether or not your emails can keep your audience engaged.

If you want to reduce the unsubscribe rate, you should:

  • Use segmentation to send emails that are more relevant based on your subscribers' needs and expectations.
  • Identify topics or subject lines that increase the unsubscribe rate and avoid using them.
  • Ask subscribers to give a reason when they hit the unsubscribe button. Their answers can help you find a resolution. Tracking all these email marketing metric an agency can easily analyze whether or not your emails are relevant.

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