Every time you send an email campaign there are lots of metrics generated from your email subscribers actions. Your email service provider gives these statistics to you to help you understand how your email efforts are working. If you’re like a lot of marketers you check your open rate, look that there are some clicks and make sure there aren’t many unsubscribes. But your customers are telling you so much more about what they like in your emails and what they don’t, you just need to follow the numbers.
It takes a lot of practice and insight into what customers need to get email marketing right. And the metrics from each campaign can point you in the right direction if you know what they’re telling you. To understand what the typical email campaign analytics are, Campaign Monitor has created the infographic 10 Metrics Every Email Marketer Needs to Track.
Let’s take a look at a couple of the email metrics generated from campaigns, and what you can find from them.
This is the one stat most marketers look at no matter what their email marketing skills are. The open rate tells you the number of subscribers who opened an email. It’s a pretty basic metric but certainly worth keeping track of.
The open rate is mostly influenced by how healthy a mailing list is and by the email subject line. Ensuring your list is comprised of only people who’ve signed up for your emails helps to keep the open rate high. When people are expecting your email they’re more likely to open it. The other piece to look at is the subject line. Make sure it’s compelling, interesting and fairly short to fit most screens. Using your subscriber’s name in the subject line can also help get an email opened, it’s 26% more likely to in fact.
The higher the number of opens, more people are reading what you’re sending to them, so it is an important number to track. But there’s so much more to understand about your email metrics.
Unlike the click-through rate, which tracks the number of clicks on each link, the conversion rate tracks the number of clicks that lead to a specific action being taken. So for example, if your customer clicks a link in an email and then makes a purchase, that would be tracked as a conversion.
Convincing a subscriber to click a link and make a purchase requires some effort. The content of your email will be a big influence on this metric. The more your email is tailored to what your customer is interested in, the more likely they are to convert. Paying attention to what links are clicked on in emails will tell you which product or article in an email is more interesting than others. By including more of this popular content your customers will be more engaged in what you send to them.
This metric is the opposite of the previous two discussed. The unsubscribe rate tracks how many people no longer want to read your email and so unsubscribe. It’s not necessarily bad when someone unsubscribes, people’s interests change over time, so it’s to be expected. You just don’t want to see a large number during an email campaign as that will indicate that your content or email list is way off target.
Keeping an eye on your email metrics will give you insight into what your email subscribers want you to send them. Making just a few changes to your email marketing can have a positive effect on these numbers. Try one thing at a time and watch how your customers respond.
Of course, there are more metrics than what was covered in this post. For more check out the infographic below.