5 Overlooked Email Marketing KPIs You Should Be Tracking
Email marketing is one of the oldest digital marketing strategies out there. Because of its effectiveness, it has retained its relevance and continues to be one of the most widely used digital marketing techniques employed by brands of different size.But, as with anything, there are certain Email marketing KPIs that are overlooked.
Studies have shown that e-mails are still getting a fair share of attention from potential customers. Email is the best online fax service since you can save it in your inbox and it only takes a couple seconds to send/receive a fax. E-mail is also the preferred method by users for brand communication. With that in mind, it should be given much importance to boost the effectivity of e-mail marketing, and making it a driver of conversions.
It is, therefore, crucial to check the quality of email campaigns. And a good way to do this is by setting key performance indicators, and to ensure that your campaigns abide by these.
If you want to grow your business with email marketing, the following are email marketing KPIs that you should keep an eye on:
Email Marketing KPIs You Should Be Tracking
1. Email Open Rate
The open rate is a metric that takes into account the ratio of people who opened your email against the total number of recipients of your email. Users tend to be choosy as to which mail they open, so you should make an effort to determine your performance in this area, and then make the necessary improvements as needed to have better numbers.
You should also consider that your click-through rates, as well as the conversion rates, would largely be based on your open rate, so it is of primary importance to boost your emails’ worthiness to be opened.
There are lots of factors affecting an email’s worthiness to be open. Some of them are the sender’s information (the email should look legitimate), the subject (should be inviting), and the preview of the email body (which should tease the receiver so that it will be read).
2. Email Click-through Rate (CTR)
Click-through rates refer to the ratio of emails whose links are clicked. It gives an idea of how effective your content is. If your content is engaging enough to drive your users to click the link that you want them to click, directing them to where you want them to be. It is essential for you to have winning content so that your click-through rate will benefit.
It is important for you to have high CTR because your email marketing usually cannot contain everything, so you usually direct your potential customers to your site via a link on the email. Make sure that your strategy is inviting enough to entice your users to click on your links.
3. Email Bounce Rate
Bounce rate refers to the ratio of emails that could not be delivered from the totality of those you send. There are, however, two types of bounces: hard and soft. Soft refers to a minor, and often temporary bouncing of emails such as when the recipient’s inbox has no more space, and so incoming emails are unable to push through.
Meanwhile, hard bounce refers usually permanent inability of emails to push through because of invalid or deactivated email addresses. You should remove hard bounces from your mailing list because this will further cause high bounce rates, which can be very negative.
You should also make an effort in improving your mailing list, not only in the number of recipients but also as to the quality of the emails in it. With that, your success rate would be higher.
4. Email Conversion Rate
Conversion refers to the ratio of those who made a purchase or availed a service, as compared to the total number of intended recipients for your email. It is very important for you to check your conversion statistics because this is the concrete fruits of your labor for e-mail marketing.
Conversion is not all about making a sale but directing your users to the desired action such as subscribing.
If you want to improve your conversion rate if it is low, you should consider improving your call-to-action strategy as this is where your desired action lies. You should also endeavor to improve your copy so that your users would be more invited to do the desired action.
5. Email Spam Complaint Rate
Finally, you should also keep your eyes aware of spam complaint rate, which is a measure of how much among your recipients have indeed received your email marketing campaign but chose to report your as spam.
This is very serious because, of course, you are not a spammer. Being labeled as spam prohibits that specific recipient from properly receiving your future communications. This also gives you a bad image from mailing services, which may lead to automatically having your emails tagged as spam.
You should give this KPI much attention, and it should be of grave importance for you to understand what leads to your recipients’ action. Address it and your spam complaint rate should go down.
Nevertheless, mailing services have acceptable spam complaint rate allowances so it should not cause too much problem when you suddenly get spam complaints. But when there are more reports than usual, there would be a problem.
Email marketing is a great marketing strategy in your arsenal. But this will only bring about the desired results when done right. It is therefore essential to keep the above key performance indicators in mind so that your email marketing efforts would not be wasted.
It also should not end by just tracking these email marketing KPIs. It should always be your goal to improve the numbers so that the results would benefit you and your business. Track and improve.
Erin Feldman is an eCommerce business owner somewhere in California. Her past experience as a writer started when she was in college and her career, apart from covering technology, also includes, active lifestyle and social media.