When it comes to marketing and advertising it can be a daunting task to find the perfect way to make sure you get to your target audience. Between taking out ads on various websites, billboards and TV commercials all the way to email marketing, how do you know which is the best for you and your business? Did you know that less and less people are watching TV today, and even fewer pay attention to billboard ads? This makes email marketing a great idea when targeting specific customer bases. But which metrics will help identify the success of a campaign? Here are ten metrics every email marketer needs to track.
Email Open Rate
This is key to know just how many people bother to open your email and take a look at it. There’s no point sending an email to someone who won’t read it, right?
Click Through Rate
This measures how many people actually click on the links in the email and follow the links to services or products. Key to know so you know the marketing is working.
Bounce Rate
This is a metric to look out for to ensure that emails are being sent to “live” addresses. After all, there’s no point emailing addresses that are no longer in use!
Conversions
This metric measures the amount of people who clicked links and followed through with an action laid out in the email – either signing up for something, purchasing an item or service, etc.
Unsubscribers
This metric will show you the people who unsubscribed to your email marketing campaign. Key to understand its impact on potential customers as well as the relevance to your email list.
Forwards/Shares
This is a metric that can help you get an idea of potential word of mouth shares/new customers.
Spam Reporting
This, like unsubscribers and forwards/shares shows you the level of email addresses which are reporting your campaign as spam. This helps remove those emails which may not realise they’re subscribed. After all, you don’t want to continue sending mail to uninterested parties.
Return On Investment
Return on investment helps track how many conversions (ie: Sales) you had through a campaign to determine if you managed to break even or make a profit off the cost of the campaign.
Engagement Over Time
This metric will help you determine if your email list is reading your emails, understanding your services and products and ultimately purchasing them. Engagement is key to creating high conversions and keeping your customer base relevant and interested. So there you have several key metrics that are important to know about when creating email marketing campaigns and why they’re important to track. Good luck!
