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Email marketing was and is still considered to be the most effective and powerful marketing tool as it brings out the best results. One of the greatest advantages of email marketing is that it allows businesses to reach their customers along with those interested in their products. Since email marketing has evolved over the years it has become focused and action-oriented.
Email marketing metrics play a major role not only in tracking them but also in prioritizing the changes you have to make in your email marketing program or campaign. Once you decide the end goal of your emails campaign and send out the emails to your leads, you can track the campaign to determine how you’re progressing toward that goal. Marketing metrics help you in monitoring your email campaigns, their performances and generate more leads.
This is why every marketer must know all the basic email marketing metrics if they want to gain success through the medium.
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Here are some advantages of analysing your email marketing campaigns with email metrics:
How to calculate the open rate?
Open rate = number of emails opened / number of emails delivered * 100
Tips for improving your open rate
An email deliverability rate measures the success rate of getting an email delivered to a person’s email address. In simpler words, it represents the emails that reached the recipient’s email inbox. If your deliverability rate is high, then your subscriber rate will be higher as well.
Example:- Let say that you have sent out your email marketing campaign to over 10,000 email addresses and only 5000 of them got delivered to their inbox. This means that your deliverability rate is 50%.
How to calculate the Deliverability Rate?
Deliverability Rate = the number of emails delivered / total email sent * 100
Tips for improving your Deliverability Rate
Example:- Here is an example so you can understand better. Let’s say that you delivered the email to 10,000 people out of which only 500 recipients click on the email then your CTR will be 5%.
How to calculate the Click Through Rate?
Click Through Rate = number of unique clicks/numbers of emails delivered * 100
Tips to improving your Click Through Rate
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Example:- Here is an example for you, if you send out 5000 emails and of those only 300 emails are clicked open and interacted with your mail, then your email conversation rate will be 6%.
How to calculate the Conversation Rate?
Conversation Rate = number of actions taken by users/total emails delivered * 100
Tips to improving your Conversation Rate
Example:- An example of a Bounce rate is, when you send 2000 emails at a given time, out of which only 60 bounced emails are not delivered, that is when your bounce rate will be 3%.
How to calculate the Bounce rate?
Bounce rate = number of bounced emails/number of emails sent * 100
Tips to decrease your Bounce rate
Example:- When you send out 1500 emails and there are over 200 recipients who unsubscribe from your list, then you unsubscribe rate will be over 13.33%. The unsubscribed rate should be lesser than 5% as its rate isn’t a reliable picture of the health of your email list.
How to calculate the Unsubscribe rate?
Unsubscribe rate = total number of unsubscribes/number of emails delivered * 100
Tips to decrease your unsubscribe rate
The Spam complaint rate determines the number of recipients that report your email as spam. The spam complaints have a huge negative impact on your email campaign and can discourage you. It is important to pay attention to the spam complaints rate as it will tell you the things you can change in your email campaign.
Example:- For example, you send out 10,000 out of which you find over 400 emails to report as spam, then your spam complaint rate is 4%.
Tips to decrease your Spam complaint rate
Keep your email content relevant and consistent
Example:- Your email campaign records over 800 new subscribers, including 200 unsubscribes and spam complaints from the 5000-email address in your mailing list. This is where your growth rate will be 12%.
How to calculate the List growth rate?
List growth rate = number of subscribes – the number of unsubscribes and snap complaints/ number of email ids in your mailing list * 100
Tips to improving your List Growth Rate
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Numerous email marketing metrics will help you analyse your email marketing campaign. The metric above will help you monitor every single element or result of your email campaigns. Go on what are you waiting set up your campaign goals, these email metrics will help you measure your overall success.
Hopefully, you found this article useful and understood how to use the various metrics in your email campaigns.
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