Measure the Effectiveness of Your Email Campaigns
Measure the Effectiveness of Your Email Campaigns
Choosing email marketing as one of your strategies to increase sales is excellent. But is it bringing in good results for you? How do you ensure that you hit your goals with email marketing? Specific metrics indicate how effective your email campaigns are. Of all the metrics, here are the five most important metrics you should use in measuring effectiveness.
Table of Contents
Open Rate
Open rate is the percentage of your email recipients who open a given mail. This rate depends on how you address the recipient, the subject line of the mail, and your subscriber list. Although it doesn’t tell you that a person has read your mail, it is vital as a comparative tool. You can compare open rates every week to measure effectiveness.
Click-Through Rate CTR
With this metric, you know the percentage of your readers who click a link or links embedded in a mail. The clickthrough rate measures readers’ interest and engagement in your content better than the open rate. To calculate this metric, divide the number of clicks by the number of delivered mail. If you have more than one link, this rate will show you the link with the least and the most engagements.
Bounce Rate
Bounce rate helps you clear your campaign lists. It represents the number of emails you send that don’t get delivered to your recipient’s mailbox. There are several reasons for bounces, and they are of two types: Hard bounces and soft bounces.
- A hard bounce occurs when you send a mail to an email address that is either closed or fake. A hard bounce makes it easy to clear out fake email addresses on your mailing list.
- A soft bounce occurs when your mail doesn’t get delivered due to a full inbox or an unavailable recipient email server. A soft bounce is temporary, and the mail would eventually get to the recipient. However, you can resend the mail whenever you want.
Conversion Rate
For each email campaign, you have the desired action for your recipient, usually known as a call to action. The conversion rate shows you the percentage of recipients who carried out this action. Such action could be filling out a form or purchasing a product. You calculate it by dividing the number of conversions by the number of emails delivered.
List Growth Rate
Your list growth rate is another critical measure of effectiveness. It informs you about the number of recipients on your mailing lists. An increasing rate means your email campaigns are effective, while a decreasing list shows you that you need to expand your reach. You can calculate this by taking the number of new subscribers minus the number of unsubscribers. Then you divide that by the total number of email addresses on your list.
Conclusion
While you need to measure some metrics weekly (the open rate), you need the measure some monthly. These metrics will help you check your email performance, lead generation, and the health of your mailing list.
You can regularly now improve your email campaign performance by using these metrics.
To read more about the Email Marketing: Strategy and Tips, check out Email Marketing Strategy and Tips for Successful Campaigns article.
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