We all know that marketing decisions are better when they’re data-driven…
… but what are the key email marketing metrics to focus on for your email campaigns?
We will run through the 15 main email marketing metrics you should be measuring to ensure your hard work drives the best possible results.
In this article, we’ll look at the 15 most important email marketing metrics to measure in 2019:
- Delivery and Bounce Rates
- Mobile Performance
- CTRs and Forwards
- Unsubscribes and Forwards
- Measuring ROI and Revenue per Subscriber
Let’s get started!
1. Delivery Rate
Your delivery rate tells you how many emails actually made it to subscriber inboxes. A low delivery rate suggests there’s something wrong with either your emails (e.g. they’re triggering spam filters) or your list (see bounce rate, below).
2. Delivery Rate by Domain
This drills down to the percentage of emails delivered by whether they’re Gmail, Yahoo, Outlook etc. If one domain is unusually low, you need to figure out what you’re doing to trigger that specific spam filter.
3. Bounce Rate
A subset of your delivery rate, your bounce rate tells you the percentage of emails that couldn’t be delivered. If yours is low, you need to prune out old, expired, unused email addresses from your list before it has a negative impact on your sender reputation!
4. Open Rate
The percentage of people who actually opened your email. This indicates a) how convincing your headline was at grabbing their attention and b) whether you’re sending relevant emails to the right people.
5. Mobile Open Rate
If your mobile open rate is a lot lower than your overall open rate, you need to take a look at your design to check its optimized properly for mobile. Since most people pick up emails on their phones these days, getting it right is super important!
6. Revenue Per Open Rate
This tells you how much money you made for every person that opened your email. Again, it’s a good indicator of whether the email content was compelling, but also whether you’re targeting the right people with your campaigns.
7. Forward Rate
An oft-neglected but useful metric, this shows you how many people were moved to share your email with others in their network. A high forward rate is a good sign you’ve sent something juicy!
8. Click-Through Rate
The percentage of people who received the email and ultimately clicked through to your site (or wherever you sent them). It’s a strong indicator of whether your campaign was an overall success.
9. Mobile Click-Through Rate
Once again, honing in on your mobile CTR alerts you to any issues with the mobile optimization of your marketing emails.
10. Click-to-Open Rate
The CTOR tells you the percentage of people that first opened your email and then clicked through. It doesn’t count people who didn’t open the email. As a result, you’re only measuring how successful the content of the email was at securing conversions. Learn more about the differences between CTR and CTOR here >>
11. Unsubscribe Rate
Tracking the number of people that click ‘unsubscribe’ on your email gives you some insight into how well your campaigns are being received. Reasons for a high unsubscribe rate vary – you could be sending too many emails, or failing to segment your list properly, for example. Measuring unsubscribes flags up a problem in the first place, though.
12. Complaint Rate
Sometimes people can’t find the button or can’t be bothered to open your email in order to click “unsubscribe” – they just mark it as spam. Your complaint rate calculates these reactions. Again, there can be lots of causes, but make sure you’re not overloading people with emails, only use opt-ins and make it easy for them to unsubscribe.
13. Conversion Rate
What action did you want people to take as a result of this campaign? To make a purchase? Download an eBook? Sign up for a webinar? Whatever it was, divide the number of people who did this by the number of emails you sent to get your conversion rate. This gives you a good idea of how well your campaign performed overall.
14. Revenue Per Subscriber
This metric takes the total amount of money your campaign brought in and then divides it by the number of people on your list. As a result, you can see how valuable each individual sign-up is to your business and assess whether to focus in on fewer, higher-value subscribers.
15. Campaign ROI
And finally, the bottom line. ROI is tricky to calculate, but you need to have an idea of how much the campaign costs to run compared to how much money it brought in. That’s what it’s all about, at the end of the day!
Don’t feel like you have to measure all of these email marketing metrics for every email campaign. That will get very time-consuming! The important thing is to highlight the most important issues and questions you need answered for your particular campaign and then select the right metrics to help you do it.