5 Email Engagement Metrics You Should Be Tracking In Every Send

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Many marketing professionals use key performance indicators or email metrics to assess the campaign's success. But are you looking for email engagement metrics that one should track? Here is the list of 5 email engagement metrics you should be tracking.

  1. The essential: Clickthrough Rate

When thinking about email newsletters, the reason you are sending them is first and foremost that you want to inform.

Whether your business is about providing service or selling products, your email newsletters are all about important updates, sales, new services or products, and every other thing you deem important or exciting for your consumer base to hear about.

Of course, all of the important information will be on your dedicated website. That said, you want your email newsletters to inform customers of these amazing opportunities and click on the link(s) you’ve provided in the email newsletters.

According to research outlined in a report by Campaign Monitor, the Click-Through Rate (CTR) is an additional prevalent metric that aids in assessing the effectiveness of your campaigns. The CTR gauges the number of individuals who clicked on the hyperlinks within your email. For instance, if your email contained a link to avail an offer, the CTR would indicate the proportion of subscribers who engaged with your links.

Clickthrough Rate or CTR is important to monitor every day as this provides immediate insight into how your emails are performing. You can make future plans based on what you see in your CTR.

With that being said, CTR can change over time and ideally, with proper strategizing, your CTR improves over time.

  1. Consumer engagement: Open Rate

On top of the Clickthrough Rate, another super essential metric to monitor daily is the open rate. Some email marketing experts may even put this as a top priority.

After all, your email Open Rate shows you whether or not your consumer base actually engages with your newsletter content. Managing a large consumer base for email marketing consumes a lot of money.

When you keep consumers that aren't even engaging with your email newsletters, you are burning money instead of making it.

Taken from insights highlighted in the Benchmarker Email study, the Open Rate emerges as a pivotal metric in the realm of email marketing, demanding diligent observation. This metric concerns the correlation between the total number of emails dispatched and the number of emails recipients have accessed. Continuing to retain non-engaging consumers within your email newsletters translates to squandering funds rather than generating them.

With that being said, it is important to monitor who amongst your consumer base actually opens the emails you've sent.

Some people work really hard to create email subjects that are really funny in order to get people to open their emails. However, some experts believe that Open Rate can be quite misleading as the calculation is a bit dodgy.

Your email may be counted as ‘not opened’ just because image blocking has been put in place.

  1. Thinking of profit: Conversion Rate

For those of you whose main goal is lead or sales, Conversion Rate has got to be one of the most important metrics to look at. Conversion Rate shows you the percentage of how many emails you've sent that actually generate profit.

Your idea of 'profit', again, may simply be lead or other things besides sales. But for most people, a purchase or participation (for an event or webinar, for example) is what would be considered a desired goal.

If you've sent a lot of email newsletters, but the Conversion Rate is low, you ought to change your strategies. In order to improve Conversion Rate, people usually utilise call-to-action links.

It is even more beneficial if the call-to-action remarks put some time-sensitive pressure to make action immediately. Sales of items or services usually utilise this strategy to get consumers to make a purchase within a given time.

  1. Virality: Forwarding Rate

When it comes to generating profit, we want a high Conversion Rate. But focusing on only Conversion Rate doesn’t mean you are generating new leads or prospects.

When it comes to email newsletters, your Conversion Rate is mainly generated by people who are already part of your consumer base. How do you expand your database so you generate new prospects?

Get your existing consumers to share your email newsletters. Exciting updates and new releases tend to attract new prospects. When you are announcing such information, make sure your email recipients get to share the news easily.

With that being said, it is important to have social media sharing tools in your email newsletters. That way, anybody who reads your emails has a chance to share your updates on their own social media.

People also like to share links via chat messengers, so don't forget to include a button for that.

  1. Consumer base expansion: List Growth Rate

After paying attention to and studying enough of all of the metrics mentioned above, you also want to lastly pay attention to your List Growth Rate. This is all about the growth rate of your database.

As per findings presented by AdRoll, the rate of growth of your email list is indicated by your list growth rate. To compute this metric, follow these steps: Subtract the count of new subscribers from the count of unsubscribed individuals, then divide the result by the total number of email addresses on your list. Lastly, multiply the obtained figure by 100, yielding your list growth rate.

Your consumer or subscriber database, to be precise. After all of the efforts you have put into growing your database, what does the growth percentage look like? Does the number satisfy you?

Is that good enough for your conversion and sales? Do you have a set number in mind that you wish to achieve? Looking at your List Growth Rate can help you gain insight into how well your email marketing is doing.

And if you wish to improve that rate, you may want to send more emails that include a call-to-action to join your mailing list or subscribe to your weekly content.

With that being said, the Forwarding Rate of your email newsletters can also help.

Hope you enjoy reading "5 Email Engagement Metrics You Should Be Tracking In Every Send" :)


What Did Email Marketing Look Like In The Nineties And Early Two-Thousands?

The end of the nineteenth century brought a hilarious storm in the field of information technology especially the last two decades that have brought a revolution in the internet world.

Up till the early nineties, the direct B2C marketing was mostly relying upon the conventional post letters or the normal telephone lines; which used to be complicated, time taking and heavy on the budget. The email entered into this field as a miracle and all of the sudden captured the whole marketing task.

By the end of the last decade; email marketing has almost completely taken over the marketing industry because of its agility, speed, reliability, and cost-effectiveness. Initially, there was no concept of spam, therefore, email marketing experts, who were lesser in numbers at that time, used to bombardment into inboxes which lead the recipients’ inboxes full of unwanted and unsolicited email messages.

Here various state authorities, especially in the developed world started introducing various laws and rules governing usage of email and email marketing, subsequently, the concept of Spam Folder was adopted. These email rules were initially put in and modified from time to time; and finally, the Data Protection Act was amended, updated, approved and adopted at the start of the new millennium.

Subsequent to this, the Can-Spam Law for smooth regulation of non-personal and commercial emails was introduced and adopted by the United States in 2003, whereas Europe redefined certain rules to the same effect in the same tenure and named those as the Privacy and Electronic Communications Regulations; which further refined the privacy and email marketing permission.

In the following year, the SPF – Sender’s Policy Framework was endorsed which indeed ensured the validation of the sender as well as verified the IP address of the sender. Similarly, many efforts were made in the development of the more efficient and effective email marketing systems and by the end of 2010, email marketing services were made invincible and were put on the right track to grow rapidly.

1 Tip For An Efficient SMS Campaign

Lucky Subscribers

Everyone loves free products. Customers find opportunities to grab discounts or any free giveaways. Well, as a brand, why waste this opportunity?

Since, people love discounts and giveaways you could start weekly or monthly lucky draws. These luck draws could be kept exclusive to subscribers. If you choose to do this you should provide each subscriber with a code which is basically their lucky coupon. You should send this code a day before the luck draw and ask them to check whatever forum you are going to display or present the lucky number on.

If you have kept these lucky draws exclusive to subscribers, this would encourage other customers to also subscribe to your brand’s SMS service.

Some mischievous fellows might want to subscribe just for your luck draws in the hope of winning something from them. To avoid this, you should place a condition for subscription. You could only allow subscription to your service on purchase of an item.



One Landing Page Mistake That Can Kill Your Conversions

Anticipating lots of things from the video

You may have inserted a video to the landing page. You think that it will do everything for you. However, very few website users watch the video on the page. There must be other elements to back up the webpage content.

Most of the business owners think that the videos have the potential of driving the conversion rate. However, they have to add different other contents or elements to back up the videos. Although the visitors view at your video, they must understand it clearly. The right video works much better than an image.

The level of effectiveness of business videos is different for every website. The visitors, trying to watch your video, must have high internet speed to enjoy it. Thus, apart from the videos, you must think of adding several elements to the web copy of the landing page.


1 E-commerce Email Marketing Message That Boost Sales

The Survey Email

Surveys are the best and most manageable source of collecting useful data and insights about your product. The whole business is for the customers, so they should be asked for the requirements and the stuff they would like to see in the store. Survey emails are not for sales or pitches, they are only limited to collect data. With the data collected, you can further improve your campaign and email marketing.

But asking people for surveys is not easy, so companies use gimmickry here. Emails like fill this survey and enter a lucky draw to win exciting prizes are sent. Telling people to fill surveys for a discount corrupts your data as people would not be honest and will be filling just for the sake of the discount. Two tips work best for the surveys i.e keep the surveys simple and keep them short. People are not really interested in filling a 30 question long survey.

1 Tip For Writing Email Marketing Copy That Converts

Use sensory-rich verbs and adjectives

Rich language is always loved by most of the people. It is impactful and impressive to the recipients’ minds. Language should be easy yet rich to exaggerate a little to impress a large number of audiences. An explicit email marketing strategy adds prospects to navigate the customer’s journey. This is a great marketing strategy because it helps the firm to influence a lot of people at every point in time.

You should be aware of the new and rich vocabulary in the market to impress the users to avoid lagging behind other marketers. The adjectives and verbs that you use in your email marketing copy, should be sensitive and delicate about your viewers’ personal choices. More adjectives and adverbs would be beneficial to increase your conversions.

Your content should be concise with a lot of paragraph breaks and sensory-rich verbs and adjectives for more open and click-through rates even considering headlines and preview texts.