5 Email Marketing Metrics You Should Be Tracking

by Kara Koepfer, Digital Marketing Specialist

With email marketing, you can directly engage your target audience. To maximize that opportunity, you must understand the metrics involved in monitoring email campaigns. When you do, you can measure the effectiveness of your content and adjust future campaigns as necessary.

#1: Click-Through Rate

The click-through rate (CTR) tells you the number of recipients who clicked on one or more links in your email relative to the number of delivered emails.

The CTR reflects the level of user engagement from those recipients who are interested enough to interact with your content. Your target audience is more likely to see your products and services when your email campaigns have a higher CTR.

The CTR also tells you if your audience members are taking the action you want them to take, such as submitting a contact form or making a purchase. It’s essential to create a clear call to action so your recipients understand the next specific step in the buying process.

#2: Open Rate

The email open rate indicates the percentage of users who opened your email. It can reflect how well your subject lines entice your target audience to interact with your content. Analyzing open rates from different email campaigns allows you to assess which subject lines are more effective.

Reviewing your open rate may also show how well your emails stand out in a crowded inbox. Creating a sense of urgency or curiosity is the key to crafting subject lines that pique your recipients’ interest and encourage them to click on your email.

#3: Bounce Rate

An email bounce rate is the percentage of emails that weren’t delivered to intended inboxes. That percentage is based on the number of bounced emails divided by the number of emails sent in the campaign.

Email bounces are separated into two categories:

Hard bounce: That’s defined as an email that’s sent to an invalid email address or blocked by a server.

Soft bounce: That’s a temporary delivery issue. It may be caused by server problems, full mailboxes or excessive email content. The email will be sent to your target audience once the issue is resolved. 

Tracking bounce rates allows you to remove outdated or incorrect email addresses and keep your email lists accurate. A low bounce rate also helps you establish a good sender reputation in the eyes of email service providers.

#4: Unsubscribe Rate

This metric represents the email recipients who opted out of receiving all of your future content. The unsubscribe rate can reveal the level of dissatisfaction among your target audience. It also tells you the number of users who still get your emails.

Based on your content, you may not be connecting with the right people It’s important to understand why users unsubscribe, so you can determine if you need to adjust your email marketing strategy or refine your target audience.

A high unsubscribe rate might suggest you need to tweak the following email elements:

  • Type of content
  • Frequency of emails
  • List segmentation
  • User experience

#5: Spam Complaints

A spam complaint occurs each time a recipient marks an email as spam or junk. That metric may reflect recipient dissatisfaction due to receiving an unwanted email. A high number of spam complaints could result in a loss of trust with your audience, harming your sender reputation and affecting how your emails are sent.

How to Track Email Marketing Metrics

Email marketing platforms: Most platforms provide analytics with their service. Popular companies include Mailchimp, Constant Contact, VBOUT and ActiveCampaign.

A/B testing: Create different versions of your email campaigns using a variety of subject lines, sender names, content and CTAs to determine what resonates with your audience.

Google Analytics: Track the effectiveness of your email marketing campaigns by including UTM parameters from Google Analytics in the links in an email.

An Agency That Understands Email Marketing Metrics

Tracking and analyzing email marketing metrics is essential for strategic optimization. Email insights help you learn how to better serve your audience and reach your business goals.

The TouchStone Digital team is well-versed in the world of email marketing metrics. We understand the importance of sending the right content to the right people at the right time. To get started, call 419-299-9000 or send us an email.

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