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Top 8 Email Marketing Metrics To Consider For Your Business

What do you need to become a thriving email marketer? It’s the perception of some parameters that make an email marketing game a winner.

Maybe you know that already. 269 billion emails sent every day. It will reach a gigantic 333 billion by 2022.

What makes it intense and demanding, also make the journey tough for you.

Since the beginning, email is one of the best ways to help marketing, reach the right kind of people with elaborate offers. 

In our age of automation, a channel like Email Marketing become more strategic and way more creative.

If you understand every part of it, your chance of executing a successful email campaign will increase.

‘Get your approach to the customer right’ is not easy. But why shouldn’t you try to fullest?

In this post, you will find the top metrics an email marketer should know well, reason with and understand. Are you interested enough?  

What are the top Email Marketing Metrics?

Email marketing metrics are the measurement of your email campaigns success or failure.

Let’s take a tour among these metrics below. We are going to point out and discuss the best ones that count for your email campaigns success.

1. Open Rate

Open rate is the most straightforward and most vital email marketing metrics.

It tells you the number of customers opens the emails you sent.

The average open rate of email marketing is 24.79%. It’s possible for you to increase your chances.

Why is it essential to understand this?

Because it assures how many times your potential customers get the offers you initiated for them. 

Sending email points to interacting your customers anyway. So, it is the first step to let your message heard.

Initially, your subject line of an email attracts the first impressions.

Let’s see how you can improve yourself from this email marketing metrics. 

  • You can find your subject line’s validity and reliability. What types of subject lines get the most open rate? It will provide you with an idea. So, there’s a point of learning, write the perfect subject line and header for your emails. 
  • The percentage of open rate help you to understand your different types of email lists capabilities and success.
  • Which days and times are the most favorable for the user to open emails? 

Continuous Split test or A/B testing assist you to renovate this metric. 

2. Click Through Rate

You include a link in your emails that let people get into your site. But seldom your customer interested to make that action. It’s not easy for you to make them act like this way promptly.

The average CTR of email marketing is below 2%. Here lies the importance of this metric also.

You must take some necessary steps, need to find some way that makes people believe that you intend to aid them and solve their problem. 

Publishing good content is a great thing. You can add those article link in your email.

One of the other ways is to create a provocative CTA button. The copy of the CTA button must be interactive. Deliver a promise to the subscribers to add value. 

Remember, you should try to increase your open rate. More open rate enhances the chance of more conversion.

3. Conversion Rate

The conversion rate is the next step of CTR. It starts when a customer clicks through your link and land in your site.

If your link attached with email bring a customer and able to make a conversion. The average ratio of this rate is the conversion rate in email marketing.

It’s sound easy, but one of the toughest email marketing metrics.

Converting a customer through a CTA button or email link is way more complicated than it seems.

Conversion rate gives you a clear idea about your return on investment (ROI), how your email campaign becomes a successful one or failure.

Even you can get a complete insight into your marketing approach towards a segmented group of customers.

4. Subscriber Activity

A subscriber list is everything you need to keep healthy, relevant, and up to date.

An email list with active and relevant customer help you to get your messages to the right place.

Once you create a robust subscriber list doesn’t mean that it will work for eternity. An email database lost 22% of its potentiality every year. 

It’s not a good idea ever to add random people in your email list.

So, while you are an enthusiast to make a subscription list based on authentic information, it’s become your core job to ensure it’s validity with time.

Track every address, if they open your email or not. Is your email campaign deliver the value they want?

Try to find out these questions bring you to a more profitable level, increase your understanding of the user engagement spree. 

So, our recommendation is you should always keep a close look at your subscription list activities.

Not only it’s your goal to cherish all the way to grow your email list, besides you must reduce your unsubscribe rate.

You must also find the reason when it needs to shorten if less effective. Knowing your weakness help you to increase strength.

5. Bounce Rate

When a recipient mail server restricts the emails you sent, they bounce back to you.

The percentage of these undeliverable email address in your list refers to email marketing bounce rate.

That’s the primary idea of it.

Email marketing bounce rate means the percentage of email addresses in your subscriber list that didn’t receive your message because it was returned by a recipient mail server.

There are two types of email marketing bounce rate. Hard bounce and soft bounce. Let’s find them out.  

Bounce rate is a failure measurement. It shows you how much your email campaign failed to make an impact. Why do we need to track email marketing metrics like this?

Unless you know your bounce rate well, its impossible to improve your marketing approach towards your customer.

A high bounce rate drives you to get it reduced. Which is also a success motivator in a different sense. 

To learn more about it, read our in-depth post on how to reduce email marketing bounce rate.

6. Email Forwarding

Email sharing or forwarding is another vital email marketing metrics. What does it mean?

It’s the rate of your emails shared or forwarded by the customer to social media network, or their email network.

It seems a normal one, but if you look closely, you must find it essential.

How? Social media share or share anywhere countable. It meets with new contact every time.

It’s the only way you can multiply your subscribers via word of mouth by the regular subscribers. We believe you get it right.

88% of purchasing decisions are made by good word of mouth — people impact on people.

Positive or negative, it both works. While sharing an email or forwarding is a positive thing.

And, before convert to a service, review from friends and family impact each other.

So you must encourage your regular people to forward your emails.

That helps to enrich your subscription list with fresh leads.

People who take an interest in your content via a third-party may also like to get in touch with you directly.

Always try to influence people to share your content. Keep track of this sharing to measure how you are performing through various ‘other’ network.

It’s also an aiding metrics to get an insight about your likability among random customers.

7. Engagement Rate

Email engagement rate indicates how your email campaign engages subscribers to your content and services.

It connects all other metrics a sense because without engagement how people act following your marketing approach via emails?

What to focus on this metric and what to measure with core importance here?

Well, it’s all about finding the best time of the day. Pursue this order strategically when people like to get email offers and promotion. 

If you find out this period, it’s possible for you to pitch the right proposal. Make a Conversion faster than usual.

A second thing you are going to examine, how your email content performs with people.

How much times they spend with your content, and if they genuinely influence them to act and to convert. 

Google analytics help you to measure the time a visitor spends on your website, especially on a particular page or post. 

From the same point of view, this email marketing metric let you learn about the longevity of your emails. Such as how much time a subscriber spent reading them? The longer, the better.

8. Device Compatibility of Emails

It’s wiser to track the performance of your email through different devices.

Various devices show you different results. It’s not going to gain a stable result. You must improve your email campaign to a responsive one. 

Each device has its method of displaying content. What makes it responsive? You need to use a layout which fits everywhere and remains effective simultaneously.

The total number of smartphone user is expected to touch the 2.7 billion mark by 2019.

Almost 63% of the world population using a mobile phone right now.

A great percentage of your emails are going to open in mobile devices undoubtedly.

Email open rate in mobile is evergrowing. So, what you need to do?

Let your email compatible with every device. Most of the email automation service deliver you the information on what types of device being used to open your emails.

How many times, and how much? You can get every slightest information. Use them in the right way and improve your email designs. 

Final Thoughts

These are the top email marketing metrics you should care.

Each parameter is connected with others. So, you can’t let anything pass barring your concern.

To improve your email campaign to a more fruitful stage, follow the steps below.

  • Make an email list with relevancy and quality. Keep updating the list.
  • Use double opt-in, and only opt-in data to create a subscription list.
  • Segment your subscribers, and make a different approach to a different user.
  • Publish and share quality content. Remember the efficiency of information email marketing can deliver.

And, keep your scrutiny ongoing.

There is no final word in email marketing, and you must let your game alive every day.