Email marketing metrics

After reading our previous post you might be wondering with all the factors contributing to the success are there any key points that I should specifically focus on? The answer is, YES, to measure your email campaign’s success there are a few key factors you need to focus on.

Number of unique opens

This represents the number of unique individuals who have opened the email, for example, if the email sent has been opened twice, this would count towards 2 total opens and 1 unique opens.

This result provides an overview of how effective the subject line is as this provides a first impression on whether to click in or not.

Number of bounces

The number represents the percentage of visitors who initially enter your site but leave before navigating towards other pages within your site. It can be used to measure the effectiveness of your landing page as it reflects whether viewers find the site interesting or not and if it is possible to develop further interest.

Number of emails not opened

As the name suggests this measures the number of emails not being opened by your subscribers. If you are experiencing a high rate of unopened emails, don’t worry we have all been there. You should reflect on the content set out, is it still relevant to your subscribers or is it time to change the content?

Open rate

The open rate measures the percentage of people who have opened the campaign, which again measures the effectiveness and the reach of your campaign.

Click through rate

It measures the percentage of subscribers who opened the email and clicked the click included within the email. This is one of the most important results as it indicates the number of subscribers who are actually engaging with your content and keen to know more.

Conversion rate

This rate is related to the click through rate, it further measures the number of desired actions performed when subscribers click through links contained within the email. If the campaign aims to generate leads this rate is extremely important to you as it reflects how successful the emails are at fulfilling your aim.

Shares

Shares count the number of subscribers who have forwarded your email out to other platforms. If the subscribers find the content interesting and valuable, they may choose to share your content to a broader community that can generate more traffic to your site.

Overall ROI

ROI short for return on investment, it is calculated by the total revenue divided by total expenditure. With this information you will be able to show your team the importance of email marketing and also ask for more resources.

Here are the most important metrics that you should focus on when running an email campaign, depending on the goals you have set, more focus points can be added to better monitor your campaign.