It's time to get real with your email marketing metrics. Forget vanity numbers like open rates (though, who doesn't love a good open?). We're talking metrics that go beyond the "seen" and show the "sold," the "clicked," and the "aha!" moments marking your campaign success.
Email marketing is about laser-targeting your audience and driving results. But with data points, how do you know what truly matters?
Ditch the guesswork with our 8 must-track email metrics. We'll break down the what, why, and how behind each one, empowering you to optimize your campaigns.
Let’s get to it!
What are email marketing metrics?
Email marketing metrics are quantifiable measures that tell you how your email campaigns perform and how recipients interact with your emails. Additionally, by monitoring your email marketing metrics you can evaluate the effectiveness of your email marketing strategy. Email marketing metrics have four general classifications:
- Engagement: These rates tell you if your audience is interacting with your messages. Examples are open rates, click-through rates, and email sharing/forwarding.
- Conversion: These rates measure the success of your campaigns in guiding recipients toward the desired action. The major metrics that show how your email converts are the conversion rates and revenue per email.
- Delivery & Health: These rates give you crucial insights into the technical health of your campaigns, ensuring your emails reach the right inboxes and avoid dreaded spam folders. Examples include bounce rates and spam complaints.
- Growth: These tell you how your email list is evolving, helping you attract new subscribers and retain existing ones. List growth rate and churn rate are examples of growth metrics.
By regularly racking these key metrics, you can use data to confidently fine-tune your email strategy and ensure it is consistently generating results and helping you achieve your marketing goals.
Why are metrics important in email marketing?
With over $10 billion - with a B - generated through email marketing, learning how to read and understand your email metrics helps you get the most of your efforts and maximize results. Metrics aren't just numbers; they're storytellers, truth-tellers, and action-prompters.
They help you:
- Optimize your campaigns: By identifying underperforming aspects, you can make informed adjustments. For instance, A/B testing based on metrics allows you to experiment with elements like subject lines, visuals, or call-to-action buttons. This process helps you optimize your campaigns for maximum impact. It ensures you continually improve your strategy.
- Craft captivating content: Understanding what content resonates allows you to tailor future emails to cater to their preferences. For example, analyzing open rates helps you gauge the effectiveness of your subject lines. Likewise, click-through rates highlight the content that attracts the most interest. This insight enables you to craft more compelling and relevant content, increasing engagement.
- Predict trends and stay ahead of the curve: Regularly tracking metrics provides a historical view of your email performance. Patterns and trends in metrics can indicate changing audience preferences or industry shifts. By staying attuned to these trends, you can anticipate changes in your audience's behavior and adjust your email marketing strategy accordingly. This approach keeps you ahead of the curve and ensures your campaigns remain relevant.
- Prove the ROI of your email marketing efforts: Metrics provide tangible evidence of your success, justifying your investment and securing buy-in from stakeholders. They provide quantifiable data on key performance indicators, demonstrating the impact of your efforts. When presenting these metrics to stakeholders, you're not just sharing numbers. You're showcasing the tangible results of your campaigns. This, in turn, helps in securing continued support from key decision-makers.
In short, email marketing metrics transform guesswork into actionable insights. For the next stop, we'll dig into the top 8 email marketing metrics you need to track in 2024.
8 email marketing metrics that actually matter
Email marketing metrics are like the vital signs of your email campaigns. They help you understand how well your emails are performing and how engaged your audience is.
Let's break down a few key metrics:
1. Click-through rate
The click-through metric tells how many folks clicked on the links you dropped in your email. It is a direct indicator of engagement, showcasing the effectiveness of your content and the resonance of your call-to-action. It's like the applause after a killer performance - you want lots of it!
Why click-through rates matter
- Audience engagement: CTR shows the level of interest your email generates. A higher CTR indicates that your audience finds your content compelling and is motivated to take further action.
- Content Relevance: Check the links that get the most clicks. You can tell the specific content that resonates with your audience by analyzing the links that receive the most clicks. This knowledge is invaluable for tailoring future emails to match their preferences.
- Call-to-Action (CTA) Check: A solid CTR means your CTA is compelling, making people tap their screens. If your CTA is clear, compelling, and strategically placed, it should drive a higher click-through rate.
How to calculate CTR
Divide the unique clicks by the number of delivered emails, then multiply by 100.
Let’s say you sent out your email to 1,000 subscribers, and after, you find out that 150 people clicked on your links.
Your Click-Through Rate is 15%. It means 15% of your audience decided to click on your links.
A Click-Through Rate (CTR) of 15% is generally considered quite good. It indicates that many of your audience found your email content compelling enough to take action by clicking on the links.
A typical CTR can vary by industry and the nature of the email, but a rate of 15% suggests that your email engaged a substantial portion of your audience.
Tips to increase click-through rate
- Compelling Content: Craft engaging and relevant content that entices readers to explore further.
- Clear CTAs: Ensure your calls-to-action are clear, prominent, and aligned with the overall goal of your email campaign.
- A/B Testing: Experiment with elements like CTA placement, wording, or design. That will help you identify what resonates best with your audience.
2. Unsubscribe rate
Unsubscribe Rate metric that reveals the percentage of recipients who choose to opt out of your email list. It's a measure of disengagement and signals when subscribers stop receiving your emails.
Why unsubscribe rates matter
- Audience feedback: Unsubscribe Rate provides direct feedback from your audience. When someone unsubscribes, it's a clear signal that something about your emails might not resonate with them.
- Content evaluation: A sudden spike in unsubscribes after a specific email indicates it's time to evaluate the content or frequency of your emails. It helps you identify potential issues and make adjustments.
- List health: Monitoring the unsubscribe rate helps maintain a healthy email list. High unsubscribe rates might be a sign that your list needs cleaning. It may also mean you're overloading subscribers with too many emails.
How to calculate unsubscribe rate
To calculate the unsubscribe rate per email campaign, divide the number of unsubscribes by the number of active subscribers, then multiply by 100.
Let's say you sent out 1,000 emails, and during that time, 20 subscribers decided to bid farewell and clicked that unsubscribe link.
So, your unsubscribe rate is 2%. It means 2% of those who received your email decided to part ways.
This rate is acceptable because a low unsubscribe rate is generally considered positive. Keep monitoring this metric to ensure it stays healthy, and adjust your email strategy if needed.
Tips to reduce unsubscribe rate
- Feedback loop: Some unsubscribe forms ask why people are leaving. Use this feedback to tweak your content strategy. It's like learning what songs people want to skip.
- Frequency poll: If you see a significant increase in unsubscribes, assess the frequency of your emails. Finding the right balance ensures you stay in touch without overwhelming your audience.
- Content variety: Try to keep your content fresh and varied to maintain subscriber interest. A diverse range of content reduces the likelihood of audience fatigue.
Unsubscribe Rate is a metric that helps you stay attuned to your audience's preferences. While losing subscribers is inevitable, using this data wisely allows you to refine your approach and keep your email list healthy.
3. Conversion rate
Conversion Rate is the metric that tells you how many recipients clicked on your email links and took the desired action afterward. It depicts the moment when engagement translates into success.
Why conversion rates matter
- Actionable engagement: Unlike clicks, which show interest, the conversion rate zooms in on the real deal—actions. It could be making a purchase, filling out a form, or any goal you set for your email.
- Effectiveness gauge: A high Conversion Rate means your email grabbed attention and convinced people to follow through. It's a solid indicator that your email is effective in driving results.
- Campaign impact: Conversion Rate ties directly to your campaign objectives. Whether it's boosting sales or nurturing leads, this metric shows how well your emails contribute to these outcomes.
How to calculate with an example
Divide the number of conversions by the number of emails delivered, then multiply by 100.
Let's say you sent out an email campaign, and out of the 200 clicks, 10 people made a purchase.
So, your conversion rate is 5%. 5% of the folks who clicked on your links became happy customers.
In the example provided, the Spam Complaint Rate is 0.5%. Generally, a Spam Complaint Rate of 0.1% or lower is considered acceptable in the industry. In this case, 0.5% is on the higher side.
A higher spam complaint rate can impact your sender reputation and deliverability. It's essential to investigate the reasons behind the complaints.
Tips to improve conversion rate
- Define your goals: Clearly outline the actions you want your audience to take. Whether making a purchase or signing up for an event, a defined goal makes tracking conversions more meaningful.
- Optimize landing pages: Often, the conversion journey doesn't end in the email; it continues on a landing page. Ensure your landing pages are aligned with your email content to facilitate a seamless transition.
- CTA clarity: Make your call-to-action (CTA) crystal clear. Ambiguity can be a conversion killer. Guide your audience on what steps to take next.
4. Spam complaint rate
The Spam Complaint Rate is the guardian at the gate, telling you how many recipients marked your email as spam. The metric ensures your emails stay in the inbox and out of the dreaded spam folder.
Why spam complaint rates matter
- Deliverability Concerns: A high Spam Complaint Rate is a red flag. Email providers take spam complaints seriously, and if your rate is too high, it could impact your email deliverability.
- Content Evaluation: High spam complaints suggest that something in your email content or frequency irks your audience. It's a signal to evaluate and tweak your approach.
- Brand Reputation: Consistently landing in the spam folder harms your brand's email reputation. Maintaining a low Spam Complaint Rate is crucial for a positive sender reputation.
How to calculate with an example
Divide the number of spam complaints by the number of delivered emails, then multiply by 100.
If you sent out 1,000 emails and received 5 spam complaints:
So, your Spam Complaint Rate is 0.5%. Keeping it low ensures your emails keep landing in the inbox where they belong.
How to keep it low
- Opt-In Strategies: Ensure your subscribers willingly opt-in to receive your emails. Unwanted emails are more likely to be marked as spam.
- Clear Unsubscribe Option: Make it easy for subscribers to opt-out. A transparent unsubscribe process reduces the likelihood of spam complaints.
- Content Relevance: Send content that aligns with subscriber expectations. Misleading or irrelevant content increases the chances of being marked as spam.
5. Bounce rate
Bounce Rate is the email metric that tells you the percentage of emails that couldn't be delivered successfully. Those are emails that fail to reach their intended recipient's inbox.
Why bounce rates matter
- Delivery health check: Bounce Rate is your go-to for checking the health of your email delivery. A high bounce rate could indicate issues with your email list or the quality of your contacts.
- List cleanliness: Regularly monitoring bounce rates helps keep your email list clean. Removing invalid or inactive email addresses ensures you send to an engaged audience.
- Sender reputation: High bounce rates can negatively impact your sender reputation. Email providers pay attention to bounce rates when determining the credibility of senders.
How to calculate a bounce rate
Divide the number of bounced emails by the number of sent emails, then multiply by 100.
If you sent out 1,000 emails and 30 of them bounced:
So, your Bounce Rate is 3%. It means 3% of your emails hit a roadblock and couldn't be delivered.
A Bounce Rate of 3% is generally considered acceptable. It's common to have a small percentage of bounces due to some factors. It could be temporary issues with the recipient's email server or invalid email addresses on your list.
But, if you notice a sudden increase or if it consistently exceeds 5%, investigate and take corrective actions.
Tips to reduce bounce rate
- Segmentation and targeting: Ensure you send emails to relevant audiences. This reduces the chances of bouncing due to mismatched content.
- Regular list cleaning: Remove invalid or inactive email addresses from your list. It's like decluttering your guest list for a smoother party.
- Use double opt-in: Implementing a double opt-in process ensures subscribers genuinely want to receive your emails, reducing the likelihood of bounces.
6. Deliverability rate
The deliverability email marketing metric measures the percentage of emails that successfully reach your recipients' inboxes.
Why deliverability matters
- Inbox presence: Deliverability rate checks if your emails land in the inbox, not the dreaded spam folder. High deliverability means your messages are reaching your audience effectively.
- Sender reputation: Email providers consider your deliverability when assessing your sender reputation. Consistently high deliverability contributes positively to your reputation as a sender.
- Engagement impact: Emails that reach the inbox have a better chance of being opened and engaged. A high deliverability rate sets the stage for successful email campaigns.
How to calculate with an example
Subtract the bounce rate from 100%.
If you sent out 1,000 emails and 970 of them successfully reached the inbox:
So, your Deliverability Rate is 97%. It means 97% of your emails successfully navigated the inbox maze.
A Deliverability Rate of 97% is excellent. It shows that most of your emails successfully reach the intended inboxes. That is a positive sign for the effectiveness of your email campaigns.
Tips to ensure high deliverability
- Clean email lists: Regularly update your email lists to remove invalid or inactive addresses. This enhances deliverability by focusing on engaged recipients.
- Authentication protocols: Implement authentication protocols like DKIM and SPF to verify your identity as a sender. This adds credibility and improves deliverability.
- Engagement strategies: Craft engaging content that encourages opens and clicks. Positive recipient interactions boost your sender reputation.
7. List growth rate
List Growth Rate measures how fast your email subscriber list is expanding. It's is the percentage by which your email list grows over a specific period.
Why list growth matters
- Audience reach: A growing email list means a broader audience for your messages. It expands the reach of your campaigns and potential engagement.
- Fresh perspectives: New subscribers bring fresh perspectives. A diverse audience can provide valuable insights and enhance the overall engagement with your content.
- Long-term sustainability: A healthy List Growth Rate contributes to the long-term sustainability of your email marketing efforts. It ensures a continuous influx of potential customers and supporters.
How to calculate list growth rate
Divide the difference between your current and previous list size by your previous list size, then multiply by 100.
If you started the month with 1,000 subscribers and ended with 1,200:
So, your List Growth Rate is 20%. It means your email party gained 20% more attendees during the month. A 20% growth rate is quite good. It generally suggests effective strategies for attracting new subscribers.
How to boost list growth
- Engaging opt-in forms: Craft engaging and clear opt-in forms on your website, landing pages, and social media. Make subscribing easy and enticing.
- Lead magnets: Offer lead magnets like e-books, exclusive content, or discounts to encourage sign-ups. Provide value to your audience from the get-go.
- Social media promotion: Leverage your social media channels to promote your email newsletter. Use teasers and highlights to spark interest and drive sign-ups.
8. ROI on emails
Return on Investment (ROI) on emails assesses the profitability of your email marketing campaigns. It's the revenue generated for each dollar spent on your email marketing campaign.
Why ROI matters
- Business impact: ROI on emails directly ties to your email efforts to business outcomes. It measures how well your campaigns contribute to revenue generation and overall business success.
- Resource allocation: Understanding the ROI helps in optimizing resource allocation. It guides decisions on budget, time, and efforts invested in email marketing based on the returns achieved.
- Performance benchmark: ROI is a benchmark for the success of individual campaigns. It enables you to identify high-performing strategies and areas that might need improvement.
How to calculate ROI on emails
Subtract the cost of your email marketing campaign from your revenue from the campaign, then divide it by the campaign cost.
For example, if your email campaigns generated $5,000 in revenue, and the cost was $1,000:
So, your ROI on Emails is 400%. It means for every dollar invested in email campaigns, you generated a return of $4.
An ROI on Emails of 400% is excellent. It shows that your email marketing campaigns generate substantial returns compared to the costs.
Tips to improve your ROI on emails
- Segment your audience: Tailor your emails to different segments of your audience based on factors like demographics, behavior, or purchase history. Personalized and targeted content tends to perform better.
- Optimize email timing: Experiment with sending emails at different times and days to find the optimal schedule for your audience. Understanding when your subscribers are most active can boost engagement.
- Create catchy subject lines: The subject line is the gateway to your email. Create attention-grabbing and compelling subject lines that entice recipients to open and explore the content inside.
- Clear calls-to-action (CTAs): Make your CTAs prominent, clear, and enticing. Guide your audience on the actions you want them to take, whether making a purchase, signing up, or downloading.
- A/B testing: Experiment with different elements of your emails, such as subject lines, visuals, or CTAs, using A/B testing. This helps identify what resonates best with your audience and allows you to optimize accordingly.
- Monitor analytics: Regularly analyze the performance metrics of your campaigns. Identify what's working well and areas for improvement. Data-driven insights help in making informed decisions.
- Maintain list hygiene: Regularly clean and update your email list. Removing inactive or invalid subscribers helps maintain a healthy list and ensures your messages reach an engaged audience.
The Power of Design: Elevating email metrics with Beefree
Beyond just the numbers and data crunching, how your emails look and work can make a big difference in getting people interested and clicking through. In the fast-paced world of email marketing, where every click and conversion is a big deal, having emails that are responsive, eye-catching, and well-optimized is key.
That's where Beefree comes in. With its user-friendly interface and intuitive features, Beefree empowers you to create emails that not only meet but exceed the expectations set by the metrics that truly matter. It's not just about meeting expectations; it's about blowing them away. Beefree ensures that your emails are not just visually appealing but also strategically crafted for maximum impact, making a real connection with your audience. The best part? It's free!
Start designing now!
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