Are you sending out email campaigns but not sure how well they are doing? Measuring the success of email campaigns is so important to understand that what you are sending out is what your customers want to hear about. Maintaining a healthy data list and increasing your campaign reach is made so much easier when you understand the data that your email campaigns are producing.
According to campaignmonitor.com – “Compared to last year, the UK saw an improvement in almost all areas. In fact, the only metric that didn’t improve—open rates—only dropped half a percentage point (from 18% in 2018 to 17.5% in 2019).”
So whether you are using Mailchimp, SendInBlue, Mailerlite or another email campaign management system, here are the top metrics you should keep an eye out for:
Now to understand what these are, how you figure them out and what affects them:
Your open rate is of course how many people actually opened the email that you sent to them. This is one of the most important metrics because there is no point investing your time into doing email campaigns if no one is opening them.
Open Rate = Emails Opened/Emails Sent – Emails Bounced
The name of the sender and the subject line play a massive part in the open rate that your email campaign is getting.
Click-Through Rate (CTR)
Click-through rate means the amount of people that clicked a link in your email, which is exactly what you want from your email campaigns. Links within your campaign are how you give people a call to action.
Click-Through Rate = # of Click-Throughs/# of Emails Sent
There are a lot of different factors included in how good your Click-Through Rate is, including where your link is, how many times your link has been included and the how you sell where the link is sending people.
So if you are not getting the CTR that you want, consider adding the link in a few more times or making the call to action more engaging.
Every email campaign will be sent for a reason, so your conversion rate is how many people take the desired action you would like them to, ie filling out a form or purchasing a product.
Conversion Rate = Total Conversions/Emails Delivered
If you aren’t seeing any conversions on your email campaign, then there are a few things you will need to consider. For example, what convsersion are you looking for? Is your website able to track that conversion? and how relevant is that call to action?
If you are using an old mailing list or haven’t cleared up your data in a while, there is a good chance you will get a few bounced emails, this means emails have been sent but haven’t been successfully delievered!
Bounce Rate = Total Email Bounces/Emails Sent
Keeping your mailing list up to date is key, but if you are getting emails bounce back, then it could be because the email address is no longer in use, the mailbox is full, or if the recieving address has blocked incoming emails.
Another thing to look at is your unsibcribe rate, which is how many people are unsubscribing from your mailing list meaning they do not want to recieve your email campaigns in the future.
Unsubcribe rate = # of unsubscribes/# of emails delievered
The unsubscribe rate is key tell on whether or not your email campaigns have the right content and are hitting the right target. If you are getting a high unsubscribe rate you need to consider the from email address, the subject line, the content vs the target and the frequency of your emails.
Understanding your email campaign reports are something a lot people/businesses wont bother doing, but making sure you know what the report means you can understand how to reach and engage your target audience.
So we suggest setting out a report that you can add the data to, dependant on how frequent you send out your email campaigns, so that you can understand what is happening each time. Have you changed your subject line and now your unsubscribe rate has increased? Or maybe you have changed the from email and now you are getting a higher open rate?
If you are struggling to understand something about your email campaign reports, then send us a message below and one of our team will reach out!