There’s no doubt that email marketing is not only still highly relevant, but also a crucial part of any good marketing strategy. Research has shown that most customers check their email every day and that they prefer updates or communication from businesses to come to them via email. It’s clear that this medium isn’t going anywhere.
Simply put, an email is the best way for a business to communicate with a customer. But what’s the best way to use email?
An effective email marketing campaign should take several factors into account, including modality, audience, and goals. Additionally, tracking and assessing the performance of your emails is the best way to understand your audience and the effectiveness of your efforts. Continually evaluating the success of your email marketing will help you to optimize your marketing campaigns.
So how do you measure the success of your emails? Recommended email marketing strategies have evolved over time, but there are some core principles that have stayed the same. Start by asking yourself what your goals are so that you can decide which metrics you’ll need to track to determine whether you’re hitting them. These are your key performance indicators (KPIs).
In this post, we explore some of the best ways to know if your email marketing is working as it should.
Clickthrough rate (CTR) refers to a measure of how many people clicked on one or more links in your email. This is useful to know because it suggests that readers are interested in your content—enough to be engaging with it and exploring to learn more!
What percentage of your emails are actually being delivered to the inboxes of users in your email list? Your email deliverability rate is high if there is successful inbox placement. This can help to drive or maintain high conversion rates as well.
It’s also important to know the percentage of recipients who open a given email. This number will give you a clearer idea of how many people you are talking to who are interested in getting updates from your business. It can also tell you which email subject lines are most appealing and effective.
Bounce rate refers to the percentage of emails you sent that did not reach a recipient’s inbox. You should assess this to ensure that there aren’t any major issues keeping your emails from being delivered properly.
Conversion rate is the percentage of email recipients who completed an email CTA (call to action). This metric gives you an idea of how effective your content is at driving response.
You should also be aware of the number of email recipients who unsubscribe from your send list after they open a specific email. Take a look at this number periodically to help calculate your overall list growth rate—as well as to determine whether there are any topics or subjects that seem to drive away potential customers.
Most- and Least-Engaged Subscribers
Email marketing engagement is another important piece of data to consider. Your most engaged contacts are those who regularly open emails and click links, while your least engaged contacts will rarely open or click any links in your emails. Be vigilant about which subscribers are not engaged, because continuing sending emails to them may ultimately negatively impact your deliverability numbers.
It will be difficult to evaluate the success of your email efforts unless you review these key marketing metrics. Assessing them can help you build a more focused and effective strategy, and improve your emails—and business—overall.
Amy is a copywriter at MetaMed Marketing who works closely with the copy manager to produce articles, press releases, and other writing-based tactics, as well as copy for clients’ websites.