Email marketing metrics and analytics

What are email marketing metrics?

Email marketing metrics are numbers or percentages that indicate the success of an email marketing campaign. They provide information about campaigns, like how many and which people open an email, how many people click through to a website from an email, and how many people unsubscribe.

What is email marketing analytics?

Email analytics is a method of tracking the way subscribers interact with your email campaigns. You can gather and analyze data for each email campaign with the help of bulk email providers and Google Analytics.

Email analytics is a method of tracking the way subscribers interact with your email campaigns. You can gather and analyze data for each email campaign with the help of bulk email providers and Google Analytics.

Why should you analyze your email campaigns?

Without analyzing emails, you can’t total up your email marketing efforts, having a blur and inaccurate image of how well things work for you.

Email analytics provides a vast amount of data as a basis for improvements: the level of user engagement and loyalty, common behavior patterns, strong and weak points of your content. With that knowledge at hand, you can utilize sophisticated behavioral segmentation and provide your subscribers with a more personalized experience.

As a result, email analytics will help your business prosper because users will be more engaged with your brand, thus more likely to purchase your products or services.

Email Analytics Metrics

Email deliverability

Open rate

Click-through rate

Bounce rate

Unsubscribe rate

Conversion rate

Let’s review all the parameters that you need to analyze for your email marketing: 

Email deliverability, open rate, click-through rate, bounce rate, unsubscribe rate, and conversion rate.

Email deliverability. It is the number of emails delivered to the recipients’ inboxes from the total number of messages sent. This data depends on the authority of your email service domain and your sender reputation.

Open rate. It demonstrates the number of opened emails from the number of delivered. Create intriguing subject lines relevant to the content of the email to encourage more opens.

Click-through rate. It indicates how many people clicked links in your email. Come up with content relevant to your subscribers’ interests. Combine educational and promotional materials to encourage visiting your website.

Bounce rate. This metric indicates the number of emails that weren’t delivered.

There are two types of bounce: hard and soft. A hard bounce means that the recipient’s email address or domain name is invalid. Use double opt-in and remove invalid addresses to deal only with valid ones on your mailing list. A soft bounce means temporary issues like the full inbox or maintenance of the recipient’s server.

Unsubscribe rate. It shows how many users clicked the unsubscribe link to opt-out of your email campaigns. An average unsubscribe rate is around 0,05%, so when it rises above that level, check your email sending frequency, quality of content, or get your emails more personalized.

Conversion rate. This means the number of subscribers that converted into customers. Though, any action may count as a conversion, for instance, a registration after clicking the partner’s link in your email newsletter.

Email automation and segmentation 4

Content Marketing 6