No marketing campaign would make sense without measuring its effectiveness. That is why it is extremely important quantify the results you have obtained in your advertising campaign to find out if the objectives you have set for yourself have been achieved or if it is necessary to rethink the strategy. That is why today we are going to share Top 5 metrics and KPIs for email marketing that you should take into account when carrying out your email campaign.
Knowing the results that have been obtained through metrics and KPIs for email marketing (Key Performance Indicators) when the campaign has been launched to the target audience, will allow you to detailed performance monitoringwith which you can perfect your next campaigns.
How to obtain the metrics and KPIs for email marketing
Although the metrics and KPIs for email marketing are sometimes difficult to monitor due to the large amount of numerical data they provide, it is important to access the main ones, so that you can accurate monitoring of the effectiveness of your strategy.
Through the metrics you can know in detail the behavior of a user in each area. That is, they are not associated with conversion goals but rather focus on, for example, visits to your website or landing page, unique visitors obtained, and bounce rates.
In the case of KPIs, they refer to the indicators created from the metric that explains the consequence of a specific goal that the visitor himself wants to establish. As examples we can mention the sales, the ones that have been achieved or the time spent on your website.
5 metrics and KPIs for email marketing that will help you improve
We take a step beyond what you surely already know, which is the Opening Ratio or Open Rate. This is the oldest and most well-known metric, which simply indicates how many users, among those to whom the email has been sent, have opened it, a fundamental step for the campaign to be useful.
1. Click Through Rate (CTR)
With this metric you will be able to know click-through rate to the specific landing page, of the total number of emails that were sent that had that link or button. With this measure, it will be possible to track the monitoring of the electronics and also know their performance.
This metric is obtained by calculating based on the following formula:
(Total clicks or unique clicks / Number of emails sent) * 100
2. Conversion rate
This lets you know if the content of your emails is developed in a satisfactory way. It is defined as the percentage of recipients who have clicked on the emails you have sent and who have completed the objective (the action you wanted to obtain with your email marketing campaign).
These actions can be purchasing a product, but also filling out a form, for example. You can calculate this result with the following operation:
(Number of people who completed the desired action / Number of total emails delivered) * 100
3. Bounce Rate
One of the common problems in our email marketing campaign is that the emails are not delivered satisfactorily. You can locate these types of errors using the bounce rate, which shows you the total percentage of emails that were sent, but not that they could be delivered satisfactorily to its recipients.
There are two types of metrics for bounce rate: The soft bounce or slight bounces that are caused by a temporary problem and the hard bounce or hard bounces, which will never be delivered satisfactorily. It’s important to remove hard bounce addresses from our lists as having too many can cause your business to be mistaken for spam.
4. Email List Growth Rate
The growth rate will let you know the rate at which a list of customers or prospects grows. To calculate it you can use the following formula:
/ Total number of email addresses in your list]) * 100
5. Return on investment (ROI)
This metric is essential as it will let you know if your campaign has given you benefits. Return on investment (ROI) is a good method to establish a SLA system (service level agreement or “Service Level Agreement) that will assign different values to different types of potential customers, depending on their probability of generating income for your company.
You can perform the following operation to calculate it:
* 100
By following these metrics and KPIs (and others, such as ) you will be able to better understand the performance of your campaigns, create better contact lists and boost your next campaigns.
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