Email Marketing Metrics: how to measure and optimise your campaigns

As we all know, one of the biggest advantages of email marketing is that it is a tool that provides you with quantifiable data to measure the success of your campaigns. In other words, through different metrics, we can know if our campaigns are getting the desired results or not..

So, in this post we will see the different metrics that can be of great use to analyse the success of our email marketing campaigns. In addition, we will also see, in summary, different strategies to improve those metrics that do not get the results we expect.

The metrics we are going to talk about are the following:

1. Open Rate

The open rate, better known by the term "Open Rate", is the percentage of recipients who opened your email. This metric indicates the effectiveness of your email subject line and the importance of your sender. However, with the advent of MPP (Mail Privacy Protection)The fact that openings are no longer the main signal of commitment.

A high open rate suggests that your subscribers are interested in your messages. The formula for calculating it is as follows:

2. Click-Through Rate (CTR)

Previously in this blogwe have discussed this metric in depth. As a consequence of the previous problem, opens were no longer a reliable metric. At this point, the CTR started to gain notoriety, as it could no longer rely on opens, the most important KPIs are those that ensure interaction between our content and our customers, i.e. clicks..

Thus, the CTR is very important because it tells us if the users to whom we have sent the campaign have been interested in the content offered within the mailing, or, similarly, if they have missed it. The formula to calculate it is as follows:

3. Click-to-Open Rate (CTOR)

The CTOR is basically a mix between open rate and CTR. The click-through rate is the percentage of clicks in relation to the number of emails opened. What happens with this metric? Well, we have the same problem as with open rates, as we cannot rely on the percentage of people who open our emails because of the MPP, so the result of this percentage is not so useful.

However, in this post you will also be able to see different ways to adapt to MPPs. Therefore, if you follow these tips, you will get a more accurate view of the performance of the email content for those who opened the email.

The formula for calculating it is as follows:

4. Bounce Rate

This metric indicates the percentage of emails that could not be delivered. There are two types:

• Soft Bounce: Problems temporaryas a full mailbox.
• Hard Bounce: Problems permanentsuch as invalid email addresses.

However, these are not problems that cannot be solved. For example, a regular cleaning of your subscriber list can be a possible solution to remove invalid email addresses. On the other hand, if we want to anticipate this problem, integrate the Double Opt-In in your automated user registration processing may be the solution.

Therefore, a high bounce rate may indicate problems with the quality of your email list. The formula for calculating it is as follows:

5. Conversion Rate

Conversion rate is the percentage of recipients who complete the desired action (purchase, registration, etc.) after clicking on a link in the email. Therefore, we could say that this metric measures the success of the email in achieving its ultimate goal.

Segmenting your lists and sending personalised content, such as offers and relevant content to specific segments, will help this conversion rate improve. On the other hand, it is also very important that Landing Pages are aligned with the content of the email and are easily navigable.

The formula for calculating it is as follows:

6. Unsubscribe Rate

The unsubscribe rate is the percentage of recipients who unsubscribe from the mailing list after receiving an email. This is important because it helps to understand the relevance and satisfaction of the content sent.
To improve the results of this metric, we recommend carrying out these 3 actions:

• Frequency of Emails: Don't saturate your subscribers with too many emails.
• Content of Quality: Make sure that the content be valuable.
• Surveys of Feedback: Ask the subscribers why do they leave to learn and improve.

The formula for calculating it is as follows:

Ultimately, email marketing metrics are essential for measuring the performance of your campaigns and gaining valuable insights into the behaviour and preferences of your recipients. By understanding and optimising these metrics, you can improve the effectiveness of your campaigns, increase customer satisfaction and maximise return on investment..