In our articles, we have often given you advice and good practices so that your Email Marketing strategy is actually as successful as you expect. But, if that were not enough, today we are going to share with you the fundamental Email Marketing metrics and ratios to correctly guide your Email Marketing strategy.
Furthermore, this data becomes extremely useful for making the necessary modifications and changes to the system as it is implemented and developed, in order to maximize its benefits.
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The 5 basic Email Marketing metrics and ratios to analyze in any campaign
Opening rate
Conversion rate
Click-through rate
Bounce rate
Casualty rate
The 5 basic Email Marketing metrics and ratios to analyze in any campaign
Opening rate
The opening rate is the data or metric that shows the percentage of emails that have been opened in relation to the total number of emails that have been sent in a single campaign.
The formula for calculating it is as easy as: (email opens/total emails sent) x 100.
Among other things, we can say that a good opening rate indicates that the subject of the Email Marketing ( the same subject that we always refer to as important ) has been well worked on. However, it is true that there are other factors that also have an impact, such as the quality of the databases or the content of the message.
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While we must admit that this is a somewhat misleading metric, the fact that the email has been opened does not necessarily imply that the content has been read by the recipient, either partially or completely.
Conversion rate
The conversion rate is possibly the most important factor in any email marketing strategy, as it verifies whether the user has performed an action; which, in short, is the goal and objective of any strategy.
This is an indicator that is used to determine the number of people who carry out the action. Its calculation is obtained, as indicated, by comparing the number of unique users who convert, against the total number of Email Marketing sends in the campaign.
A high conversion rate indicates that the content of the emails, as well as the target audience, have been well selected. The higher the conversion rate, the greater the success.
Click-through rate
The click rate is, among Email owner/partner/shareholder email lists Marketing experts, also known as CTR or Click-Through-Rate, and refers to the number of users who have received the email, opened it, and clicked on one of our Call To Action (CTA). Normally, a positive CTA is between 3% and 4%, with a very successful campaign being higher.
The way to calculate this rate or metric would be: (unique clicks on CTA/total emails delivered) x 100
As we said above, a CTR of over 3% indicates the result of an excellent campaign, while a CTR of under 0.5% indicates a campaign in need of improvement. In the second case, if you have ever carried out a campaign with a low CTR, we advise you - when facing new Email Marketing campaigns - to spend more time defining your target audience (since, perhaps, you have not defined it correctly), work on your content and the subject to highlight, and, above all, use a text for the action button (CTA) that encourages action.
Bounce rate
The bounce rate refers to the number of emails that have not reached the recipient correctly, as initially estimated. This type of metric usually increases for reasons such as incomplete, non-existent or poorly written emails, as well as when the user unsubscribes from their email.
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In order to calculate it, we must know the number of returned emails and compare it with the total number of shipments: (number of returned emails/total number of shipments) x 100.
There are currently two types of bounces: hard bounces and soft bounces . The so-called "hard" bounces include bounces generated when the address to which the email is sent is invalid, either because it does not exist, because it has a mistake or an incomplete word, etc., etc. On the other hand, there are soft bounces, which are generated when the email is not delivered correctly to the recipient, but without it being directly a "pure" problem with the email, but rather a failure in the inbox (for example, when it is full and cannot receive more), or because there is some type of error with the server.
Casualty rate
The unsubscribe rate is a very necessary piece of information to know, since it indicates whether the Email Marketing campaign has been designed correctly, either due to the content, or because the target audience has not been correctly focused.
It is calculated as follows: (number of unsubscribes/total number of messages sent) x 100. The most appropriate and recommended rate is between 0.4 and 0.6%; and, if it is close to 0.9%… you should be concerned about seeking improvement. The improvement options that we propose to you are, among others, the appropriate collection of contacts, improving the frequency of your messages and working as best as possible on the content and discourse of the message.
