7 Key Indicators to Measure the Performance of Your Email Campaigns

Performance monitoring is essential in email marketing to constantly adjust your communication strategy with the behavior of the recipients. With a professional email solution, marketers can analyze the performance indicators of their campaigns in detail and in real time and thus be very responsive in implementing marketing actions that are in line with the expectations of the readers. This article presents the seven key figures to consider to assess the success of your email campaigns.

Delivery rate (success rate)

The delivery rate theoretically corresponds to the number of emails arriving in the inbox compared to the number of emails sent in total. This rate depends mainly on the quality of the contact database used to direct the campaign. This must be subscribed to and requested regularly with high value-added content. It is an indicator that is difficult to measure. In fact, once an email is accepted by a mail server, there are currently no reliable technical means to accurately determine its rate of arrival in the incoming mail. The concept of delivery is often confused with the concept of outcome. The latter allows you to see how many emails have been accepted by the recipients’ mail servers. It is calculated by considering the number of bounces or bounces generated by the transmission. These are the error messages that email providers send when a message is rejected for various reasons: the email address does not exist or no longer exists (strong bounce) or when the inbox is full or temporarily inaccessible (soft bounce).

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Opening rate

Thus, the email campaign open rate is the number one primary criterion for judging your campaign performance. In fact, if the contact doesn’t open your message, it’s hard to push the analysis any further. Concretely, the open rate corresponds to the expression as a percentage of the number of open emails compared to the number of emails sent. On average, about 25% in the BtoC segment. Three factors can affect the number of message slots: the sender’s name, the originality of the subject, and the first lines of the email. This will be the only content your contact will see before opening your email. We therefore understand the importance of paying special attention to the formulation of these three elements. It is highly recommended that you test the effectiveness of these various elements by performing A/B tests before the final submission of your campaigns.

Click through rate

Click-through rate (CTR or click-through rate) corresponds to the percentage of recipients who clicked on at least one link in your email after opening it. Click-through rate (CTR) is a particularly important indicator because it is often evidence that your recipients consider your content to be attractive and relevant. The graphic design and positioning of CTAs also have a significant impact on this ratio. Concretely, it measures the number of clicks in relation to the number of slots. So if your email is opened by 5,000 recipients and 500 of them click on a link, your CTR is 10%.

conversion rate

The success of an email campaign is often measured by the rate of open or clicks. Usually, the email should also ask the readers to take a specific action. Typical goals are to purchase a product or register for an event. Thus, the opening and click rates make it possible to clearly identify the main steps leading to this action. However, the real goal remains conversion, which can be measured by conversion rate. This percentage indicates the percentage of recipients who were clicked who took the desired action after the click. Analytics software such as Google Analytics is needed to measure conversion rate. An email campaign link is generated by incorporating tracking tags into your email links.

recovery rate

Bounce rate or bounce rate measures the number of emails that cannot be delivered to recipients due to various reasons: the email address does not exist or no longer exists, the inbox is full or temporarily unavailable. A high bounce rate damages the reputation of the sender and therefore has a negative impact on the deliverability of future transmissions. It is advisable to clean your database regularly to keep only your current and active contacts to avoid a lot of bounce.

Unsubscribe rate

The unsubscribe rate, along with the bounce rate, is one of the few key metrics that make marketers happy when their percentage is at its lowest. The unsubscribe rate is the percentage between unsubscribes and emails that are delivered. To counteract the high unsubscribe rates, it is important to know why your contacts are unsubscribing from your communications. Most recipients unsubscribe because the transmission rate is too high or because the content is not relevant.

number of complaints

Complaint rate refers to the number of recipients of your email campaign who marked your message as spam or moved it to the spam folder in their inbox. It is essential to keep this rate as low as possible. If your campaigns are frequently flagged as spam, your messages may be temporarily blocked from being sent by the recipients’ email providers. Complaint rate is a very important metric for email providers and has a significant impact on a provider’s spam filters and deliverability. Reduce complaint rates by placing a clear, easy-to-find link to opt out of your email campaigns, and only sending relevant content to recipients who have expressly agreed to receive your communications.

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