Metrics are important as they help people monitor their actions and improve with trends. However, people are still unaware of marketing metrics. Here is the list of 5 email marketing metrics that can help people increase traffic.
Present-day marketing is massively dependent on email marketing. A lot of aspects regarding the emails you send out have to be kept in mind. Among all those important things are the email marketing matrices. These metrics show all the significant numbers that you must know in order to be successful in this type of marketing. As an email marketer, it is your duty to always look at these metrics, to know your present position at the time.
Following are the 5-email marketing metrics:
- OPEN RATE:
Open rate is the very first and most essential metrics that you need to compute. As the name suggests, these metrics tell about the number of times your sent email was opened by the subscribers. This, in a way, lets you measure your viewership. These statistics are important as there are tons of emails that do not even get opened. Mostly that happens because of not so catchy subject lines. It is a known fact that readers judge the entire email based on that first line.
As outlined in the Campaign Monitor study, the open rate stands as one of the fundamental and widely adopted metrics in email marketing. It provides a straightforward means of monitoring the percentage of subscribers who access a particular email. Open rates offer valuable insights into subscriber engagement levels and the performance of different subject lines, helping marketers gauge the effectiveness of their email campaigns.
So if your email open rates are low, it means you need to work on your subject lines and use your own name. That will also make you appear more like a person.
With this rate, you can make out several observations like the type of content your audience likes of which are the most successful subject lines. It helps in creating a strategy that leads to an increasing trend in the open rate.
- CLICK RATE:
Another important metric is the click rate. This rate lets you know the number of people that clicked on at least one of the links present in the email you sent.
As per the findings shared by Mail Chimp, the click rate is a metric that reveals the percentage of total recipients who engaged by clicking any tracked link within a campaign. When a contact clicks on a link, it signifies their interest in the content, making click rate a valuable measure for assessing the level of engagement.
These links may lead to your website, a particular product of yours, an interesting podcast, a reward coupon, or anything. These links can also be of some other website as long as it is relevant to your reader’s interest. The click rate is important because it increases your reader’s exposure to your other pages and websites.
In order to achieve a higher click rate, place the link in the email in such a way that it is easily noticeable to the subscriber, and is also natural. You can put emphasis on the link by mentioning it more than once. This works for links to podcasts or your posts on other platforms. However, too many mentions can make it annoying and might even mark the email as spam.
- BOUNCE RATE:
Unlike the above two metrics, you want to keep these rates at a minimum. In emails, this rate basically shows the number of subscribers that could not receive your email, and those emails “bounce” back to you.
This can be due to various reasons. Mostly it is due to wrong email addresses present in your mailing list. Errors occurring while importing email lists can also be the reason the emails bounce back. However, sometimes it is also because the email address is no longer active, or the recipient has blocked you. This, furthermore, could be the reason for having a low open rate.
Therefore, it is important to check these metrics, too, to find out about the incorrect email addresses. Regularly updating your email list allows you to make sure the contacts are active. You can also acquire a decline in this rate by asking your subscribers for a double subscription, where they verify their emails.
- UNSUBSCRIPTION RATE:
Unsubscription rate is also an important metric that you need to be concerned about. It is a natural thing to happen; however, what we can do is keep these numbers as low as possible. Unsubscription rate tells you about the number of people that unsubscribed from your email.
Just like the bounce rate, you need to keep these rates very low. If these rates are increasing, then it is a matter of concern, and you need to find out the reasons behind it.
As highlighted in the study from Inbox Road, unsubscribes denote individuals who have chosen to opt out of your mailing list. While it’s natural to have some subscribers unsubscribe over time, analyzing this data provides insights into the relevance of your content to your audience. It’s essential to evaluate whether your emails are reaching the appropriate recipients and whether the content aligns with their interests and needs.
Check to see if the emails are reaching the right audience and that the content is related to them. You need to analyze your emails to see where you made the mistake that led to unhappy subscribers. If your unsubscription rate is towards the higher side, then you need to take some immediate action. However, this isn’t always a bad thing. Statistics show that having an unsubscription rate of 0.17% is normal.
- SHARING RATE:
The sharing rate is also a type of marketing metric. Under this, find out the number of people that shared your email with the help of social media. Sharing is important as this increases the reach of your email and also shows that the readers liked it enough to forward it. In short, these metrics are a way to know about the popularity of your email. Ideally, you want these rates to be as high as they can be, and if that’s not the case, check and see what might be the issue.
Moreover, the more the sharing rate, the more will be the open rate. Therefore, it is necessary to come up with emails that are interesting, informative, and sharing worthy. Another great way of increasing this rate is by encouraging your readers to do so. It doesn’t need to be something fancy, simply include a line like “Share with your friends and spread the word!”
As you can see, these are the five email marketing metrics you need to know and calculate to progress in this competitive world.
