14 Email KPIs You Need To Monitor
Introduction
Email marketing, despite the often outrageously promotional content it involves, is still a viable marketing strategy for businesses of all sizes.
Email KPI’s
Capable of transforming any business into an institution that has its fingers on a customer’s pulse – not to mention higher customer loyalty rates, increased average order value, and increased return on investment – email marketing allows for a more personal touch in your company’s dealings with clients than traditional advertising can provide.
Like any other marketing tool, though, an email marketing campaign has its own rules that need to be followed to maximize its potential – or you might face low open rates.
These subscribers don’t click on your links or unsubscribe from your emails before you know it.
After all, if there is one thing we all hate to see early on a Monday morning is those morning digest emails loaded with nothing but empty promo material.
Get Started With Email Marketing KPIs
Fortunately, as a marketer or an established business, you can combat these disappointing figures by tracking crucial email marketing KPIs (key performance indicators). And though they might sound super technical at first, don’t let their intimidating term fool you!
Email Marketing KPIs
- Deliverability
- Open Rates
- Click-Through Rates
- Unsubscribe Rates
- Bounce Rate
- Conversion Rate
- Email Shares
- Spam Score
- Revenue Per Email Subscriber
- Inbox Rate
- ROI
- List Growth
- Subscriber Lifetime Value
- Click To Open Rate
These email marketing KPIs are easy to spot when used correctly and will help you build a better-performing, personalized and effective campaign through a combination of measurement and analytics.
To show how straightforward these metrics really are and how they can help you transform your business, here are 14 valuable email marketing KPIs every savvy marketer should keep track of for their campaign’s success.
Email KPIs – Email Marketing Campaigns
Email Deliverability Rate
You have spent countless hours perfecting your email’s body, subject line and design to woo new subscribers for a marketing campaign, but to what extent is it working?
Email Deliverability
The answer lies in your email deliverability rate- one of the most crucial email marketing KPIs, which tells you how many of those personalized messages you so lovingly crafted are actually reaching your customers’ inboxes instead of their spam folders.
To obtain an accurate deliverability score, all you need to do is send out a small sample size of emails containing tracking or verification code and then track how many recipients mark them as spam or get sent straight into their trash folder due to missing header information.
Alternatively, if you’re using MailChimp, AWEBER, or ConstantContact – a few of the most commonly used email-marketing platforms – as part of your business strategy for they will automatically track these stats for you!
If you are experiencing extremely low figures, you should evaluate several technical aspects of your email marketing campaign.
From engagement metrics to IP blacklisting and even ISP reputation (being on blacklists can cause significant issues when sending emails), there are plenty of reasons why your emails might end up in someone’s trash.
In some cases, one remedy may be enough to fix all those pesky issues. In contrast, in others, you may need to go through multiple improvements before hitting gold with deliverability rates.
To decrease delivery risks, you should utilize a new or business-purpose email address and an established email marketing platform.
Email Open Rates
You’ve heard it before, but the money is on the list, right? So you want to know how engaged your list is with all those emails you’re sending them!
And the email marketing KPIs that will tell you if they are even opening your messages at all is none other than open email rates.
Email Open Rates
These percentages reveal what percentage of recipients have opened a certain number of emails over a specific period and are usually broken down into daily or monthly views.
The higher these percentages, the more attention your subscribers pay to what you send them and, just as importantly – which parts they are most interested in!
That way, you can focus your future marketing campaigns on segments that resonated well with previous subscribers.
According to ActiveCampaign, the average email open rate across industries is 22.8%.