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Measuring Email Marketing Success

If you’re looking for the most effective method of reaching and converting your customers, email is the answer. You get an average of $36 in return for every dollar you spend on email marketing, making it an obvious choice to include in your marketing mix. But how do you know if your email marketing is working? You need to decide which KPIs matter to you and then review them regularly. This post explains what you need to know about measuring email marketing success.

Why are Email Metrics Important?

Imagine going to a professional networking event to try to build your business. You talk to many people, pass out business cards, and maybe collect some as well. You follow up as best you can within the next few days with everyone you met and hope to make a sale or two as a result. 

You know the people at the event would benefit from your product or services, but the method of converting them is relatively labor-intensive for what you get in return. Was it worth your time and effort? Can you even measure how many people you talked to that resulted in business? 

Now imagine sending out an email once a week to hundreds or thousands of people who asked you to stay in regular contact with them. You deliver information about your industry and your company. You are building or strengthening relationships. With a click of a button, you stay top-of-mind with them concerning the goods or services your business provides. 

It’s so easy to do, but compiling and creating the email takes time too. Is it worth your time and effort? Is it more or less effective than that networking event? 

That’s where metrics come in. Unlike with some other business-building efforts, you can monitor how effective every email campaign is and see the benefits of how you’re spending your time.

Measuring Email Marketing Success

A more straightforward, less time-consuming way to reach your audience in bulk sounds like a marketing win. And it is. Marketers who use segmented email marketing campaigns increase revenue by almost 800%. And you want to have the same kind of success with your email marketing campaigns. Measuring your email marketing success is as simple as paying attention to key KPIs. 

Open Rate

When you send a marketing email, the first thing you want to know is how many people on your list opened it. The average open rate is about 23%. Don’t worry if you don’t get that when you’re just starting. Work toward a higher open rate. How? The key to increasing open rates is to write better subject lines. 

Almost half of email recipients decide whether to open an email based on the subject line. What makes an email subject line result in an open? Keep it short, speak directly to the audience about something they want or need, and include an emoticon. 

No, seriously. Subject lines with emoticons stand out in a person’s inbox and they’re more likely to open them.

Click-Through Rate

The click-through rate is the percentage of email recipients who click on the links in your emails. It’s a measure of how engaging your emails are. The average click-through rate is 2.6%. How do you get more people to click on your email’s contents? Having a clear call-to-action helps.

Bounce Rate

Monitoring the bounce rate helps you keep your email list clean and ensures you accurately measure effectiveness. The bounce rate tells you the number of emails subscribers don’t receive.

Two types of bounce rates:

  1. Soft. A soft bounce rate is when the recipient has a full inbox or an issue with the server. 
  2. Hard. A hard bounce rate is when the person’s email address isn’t valid.

Remove email addresses with hard bounces or those that repeatedly bounce to keep your bounce rate low and your measurements accurate.

Unsubscribe Rate

Ok, sometimes this one hurts your feelings. But you still need to know. The unsubscribe rate is the percentage of people who unsubscribe from your list after receiving an email. The average unsubscribe rate is 0.1%. If yours is consistently higher than that, you need to revise your approach to email marketing. It means you’re sending emails too frequently, or the content isn’t engaging.

List Growth Rate

If unsubscribers make you feel bad, this metric will make you feel so much better. The list growth rate shows you how much your list grows during a period. It’s difficult to say how much your list should grow. It depends on what you’re doing to grow it. You want your list to continue to grow. If your list has grown stagnant, try offering a lead magnet or promotion in exchange for people subscribing. You should work continuously to develop your list.

Conversion Rate

Are email readers doing what you want them to do as a result of reading your messages? Each email campaign has an objective. Do you want them to read a blog post, fill out a form, or purchase an item? Maybe scheduling a product demonstration is what you seek. 

Regardless of your goal, the conversion rate tells you how many people contribute to your campaign’s objective. A strong conversion rate is 15% or more. To increase your email conversion rate, make sure the email’s content and call-to-action support your goal.

How Content Journey Can Help

At Content Journey we understand the importance of email marketing. We help clients launch their email newsletters and focus on achieving specific goals. Then we help clients with measuring email marketing success. Check out our newsletter strategy map below to see our plan for helping one client succeed with email marketing. Want to know more about how Content Journey can help guide your company to the rich conversions email offers? Book a call to chat about it.

30+ Critical Email Marketing Statistics for 2021. Activecampaign.com. (2021). Retrieved 8 December 2021, from https://www.activecampaign.com/blog/email-marketing-statistics.

164 Best Email Subject Lines to Boost Your Email Open Rates (2021). OptinMonster. (2021). Retrieved 8 December 2021, from https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist/.

Email Marketing Benchmarks and Statistics for 2021. Campaign Monitor. (2021). Retrieved 8 December 2021, from https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/.

Litmus Resource Center: Email Marketing Guide on Email ROI. Litmus. (2021). Retrieved 8 December 2021, from https://www.litmus.com/resources/email-marketing-roi/.

New Rules of Email Marketing. Campaign Monitor. (2021). Retrieved 8 December 2021, from https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/.

What Is Email Marketing Conversion Rate?. ActiveCampaign. (2021). Retrieved 8 December 2021, from https://www.activecampaign.com/glossary/email-marketing-conversion-rate.

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