Understanding the behaviour of your audience is critical in managing a successful email marketing campaign.
The performance of an email campaign should inform you about how to optimise everything from the offer, call-to-action copy, overall content and more.
While analytics provide a lot of information, it can be overwhelming to understand what metrics are most useful to help you understand behaviours and make improvements.
Let’s look at the most powerful email metrics you can have in your marketing arsenal.
Say you’re a local pet shop owner with a good email list of regular customers. The analytics in your email marketing platform can show you the number of people clicking from your email to your website, how many people complete a call to action, or the total online purchases made using a discount code from the email.
Analysing and understanding this data can help you optimise conversion rates for future campaigns.
5 key email metrics to watch:
- Click to Open Rate
- CTR (from email link to website)
- Conversion Rate (call-to-action taken)
- Soft bounce
- Hard bounce
Click To Open Rate
The Click to Open Rate is the ratio of customers who have opened your email against the total number of people on the list. This tells you something about the relevance of the Subject Line.
For example, if a subject line such as “Cool games to play with your Pets” scores a higher Open Rate than ”Limited offer pet food discounts”, then you know that content about being a pet owner is more relevant than sales content.
Click Through Rate (CTR)
The CTR gives you the percentage of people who click through links in your email to your website. It doesn’t tell you why they clicked or didn’t click, but it does provide strong data around an active engagement metric. If they opened an email and clicked on a link, chances are you’re on the right track.
If you have an event, seminar or workshop that you are promoting in an email, the Conversion Rate can show you how many people registered for the event against the total number of people on the email list. Those who registered would be among your most Highly Engaged Customers who could then be segmented on another list with exclusive offers for their loyalty.
Once your email campaign has been sent, it is common for some emails to Bounce back as Undelivered. There are two different kinds of Bounces to understand:
Soft Bounce: These emails are rejected due to a full inbox or size limit restriction on your audience’s email server.
Hard Bounce: This means that your emails are blocked by the recipient, or the address you are using is incorrect. Analysing your hard bounces after each email campaign can show you which email addresses to remove, saving you time and effort for your next campaign.
Key lessons from metrics:
- refine the subject lines
- review the type of content published
- clean up your subscribers list
By analyzing the key email metrics after each campaign, you can quickly work out what’s working and what needs changing. Use the learnings to adjust future campaigns and use some best practice principles to increase your email conversion goals.
Best Practise to Increase your Email Conversions
- Develop three variations of an email campaign.
- In each email, change up the subject line, the headline, and the key images.
- Measure which email performs better across all of the metrics above.
Traction Digital provides industry-leading, next-generation marketing technology that enables you to connect effectively with customers. We can automate campaign workflows, trigger conversations, and accelerate conversions through the one unified platform. For more information to help you provide a more relevant and engaging brand experience to customers, subscribe to our email and get the latest marketing automation tips and techniques.
About Traction Digital
Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.