Metrics are of great importance to scale success in business life. This is also true for digital marketing and one of its important topics, e-mail marketing. It is among the duties of marketers to monitor e-mail notifications and campaigns from relevant metrics and get better results.
In this article, we have compiled 8 important metrics for email marketing. By following these metrics closely, it is possible to set sail for more effective notifications and campaigns. Data marks success or failure for email marketing as well.
Click Through Rate
The links you put in the emails you send will lead your audience to the addresses they want and will be helpful for you to take the actions you want. Click-through rate for your emails; It can be obtained by dividing the number of people who clicked on the links in your e-mails by the total number of e-mails reached. You get the click through rate by multiplying the number by one hundred. All marketers strive for a high clickthrough rate. For this reason, methods such as presenting links with attractive visual elements in the style of buttons are applied.
Among the main goals of sending an e-mail is to share information with the other party and to encourage them to take an action. Of course, in order to achieve this, the other party must open the incoming e-mail. In this respect, open rate is one of the most fundamental metrics of email marketing. The open rate is found by dividing the total number of opened e-mails by the total number of e-mails received and multiplying the resulting number by one hundred. The higher the open rate, the greater the attention of the e-mail notification or campaign.
E-mails may not reach the other party from time to time for various reasons. The rate of non-delivery is calculated by dividing the number of undelivered e-mails by the number of received e-mails and multiplying the number by one hundred. The problem of non-reach called bounce is divided into two as hard bounce and soft bounce. If there is a hard bounce, it means that the e-mail will never reach the other party. The reasons for this may be that there is no such e-mail address or that the receiving server is blocking the e-mail reception. We can set countless reasons for soft bounce. Reasons such as full inbox, problems with the receiving server, too large e-mail in MB, content blocking, non-compliance with anti-spam and anti-virus requirements on the receiving server can cause soft bounces. Professional platforms such as SmartMessage, in particular, ensure that the relevant e-mails are cleared from the list in case of hardbounce, thus supporting the success of future submissions.
You can track conversions by setting a clear goal in your email posts. For example, your conversion goal might be specific goals like filling out a form with a link from an email, buying a product. Here, dividing the number of people who completed this goal by the total number of emails delivered and multiplying by one hundred gives us the conversion rate. Here, too, the task of marketers is to increase the conversion rate.
List Growth Rate
Marketers try to grow their email lists in a healthy way. The growing list gives you the chance to reach more people. In doing so, instead of adding e-mail addresses from unknown sources, it is important to proceed with methods with known sources. To calculate the list growth rate, the number of unsubscribed people and the number of people who have reported or marked e-mails as spam are added together. This is subtracted from the total number of new members and divided by the total number of members. When it is multiplied the resulting number by one hundred, you get the list growth rate. Keeping this number consistently high is among the issues marketers are dealing with.
Email Forwarding and Email Sharing Rates
Putting forwarding or sharing buttons in your emails will help you reach more people. The forwarding rate is calculated by dividing the number of clicks on these links by the total number of emails sent and multiplying by 100. Increasing this rate is especially important for expanding your e-mail audience.
Total ROI (Overall ROI)
Total ROI is an important metric used for all marketing channels for email only. It serves to reveal how profitable your investment is returning to you. In other words, you subtract the investment you made for the relevant campaign from your total extra sales and divide the resulting number by the investment you made for the relevant campaign. The ratio when you multiply by one hundred shows your total return on investment. Email is among the most profitable channels in terms of ROI.
Marketers never want to lose subscribers to their mailing lists, but this is not an easy thing to avoid. You can calculate the unsubscribe rate by dividing the number of unsubscribes after the email you sent by the total number of subscribers. Here, getting the lowest number if possible, or even reducing the number of unsubscribes to zero, is among the issues marketers deal with.
Email Interaction by Time Zone (Engagement Over Time)
Email engagement by time zone, which is also an important feature of SmartMessage reports, gives you clues about what days and time zones your audience is interested in your emails in. Thus, you can choose more effective delivery dates and times for future submissions.
Another important reporting feature found in professional platforms such as SmartMessage is the display of the time users spend reading e-mails. Thanks to this metric, you can understand how much your members are interested in your e-mails, and you can make improvements, especially regarding the content.
You can contact us for your questions about e-mail marketing.