Day #20: Email Marketing Analytics To Watch
The key to success in email marketing is to watch your analytics and adjust your strategy accordingly. Your analytics will tell you exactly what you’re doing right or wrong. You can then make the adjustments needed to make your campaign more effective.
- Bounce Rate
Bounce rate tells you how many emails were ‘bounced’ from recipients’ mailboxes and were therefore not received. This could be because the person’s inbox is full, their address is not valid, or any number of things. If you have a high bounce rate, you need to clean up your list and remove those email addresses that are no longer valid. This should be done as soon as possible because a high bounce rate tells ISPs that you’re a spammer.
- Delivery Rate
Delivery rate tells you how many of your messages are getting delivered. This includes those that are bounced as well as those that are not delivered because of spam filters. Your delivery rate should be 95% or higher. If it’s not, you need to make sure your messages don’t look like spam.
- Open Rate
This metric tells you how many of the messages that went through were opened. It tells you one clear thing: whether or not your subject line is working. However, it tells you little else. A high open rate only means your subscribers are opening your messages, but not that they’re taking action.
- Click Through Rate
The click through rate tells you how many subscribers are clicking the links in your messages. This tells you how well you’re making your offer and calling people to action.
- Conversion Rate
Conversion rate tells you how many subscribers clicked through and then took the action you wanted them to take afterwards. They didn’t just click, but bought, signed up, or downloaded. Among other things, this tells you how effective and relevant the site you’re sending customers to is.
- List Growth Rate
List growth rate is the number of new sign-ups minus those unsubscribing or removed because they were no longer valid. A healthy list should always be growing steadily. If your list growth rate doesn’t reflect this, there may be a problem with your traffic sources, squeeze page, or offer.
- Depth of Visit
Depth of visit is how long subscribers who clicked through your link were on the website. It shows how many pages they viewed and basically what they did there. You can usually find this information in your website analytics.
- Sharing and Forwarding
This metric tells you at what rate people are sharing your messages. If a message is shared a great deal, this means that it’s relevant and valuable. In other words, you’re doing something right.
- Revenue per Email
Revenue per email tells you the dollar value of each email you send.
- Unsubscribe Rate
This metric tells you how many people are unsubscribing. People will inevitably unsubscribe, so it’s not something to obsess over. But if you see a sudden jump in unsubscribes, pay attention.
An important thing to consider is that email list size isn’t really important. What’s important is how your subscribers respond to your messages. The above metrics will measure that for you.
- If you can only focus on a few metrics, look at your Open, Click-Through, and Conversion rates. Those will tell you whether you’re doing a good job on the content of the emails themselves and whether you’re matching them to your market.