All rates and statistics in the email: the full study of performance indicators to follow – study and barometer > data


Email is an essential channel for marketers. But to use it well, you must first know how to analyze the success of your campaigns. In this study, discover key email rates and how to use them to measure your performance!

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Email is an integral part of any self-respecting marketing strategy. Automated newsletters and emails allow you to establish regular communication with your customers, which happens in the privacy of the inbox and not in the chaos surrounding social networks. Additionally, most modern email marketing tools allow for detailed segmentation of recipients, giving you the opportunity to address them in person by sending them personalized email messages.

And that’s without talking about the cost! The cost of sending a newsletter is on average between 0.0006 and 0.01 euro cents, which makes it the most profitable and affordable form of direct marketing. So it’s an essential channel, especially since any email program worthy of the name now offers a very easy-to-use email editor. Thus it is possible to create professional mail correspondence without having the slightest programming knowledge.

One of the main advantages of email marketing is the ability to measure campaign success through detailed reports. It is possible to analyze the performance of each email very accurately: how many times it was opened, how many times and link recipients clicked, number of unsubscribed contacts, etc. All this information can be easily and instantly referenced in your email solution.

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Unlike regular mail, you can thus measure the impact of your correspondence in detail and improve your campaigns afterward. You can select the most popular products and content, the most reasonable dispatch schedule, the most efficient object, etc. This will allow you to adapt your subsequent mails and prepare increasingly effective campaigns, because you should not forget about the golden rule of marketers: improve, improve, improve!

But before you start sending and analyzing emails, you need to know what the main measured rates mean:

Concretely, the delivery rate describes the percentage of all sent emails that reach the recipients’ inbox. The delivery rate of emails results from the total number of emails sent less than the number of bounces (bounces are all undeliverable emails).

Items that affect the delivery rate: The authentication criteria offered by your email service provider (DMARC, DKIM, etc.) and the reputation of your IP address.

Read also: [Infographie Newsletter2Go] 5 Tips to Capture Emails 10 Times Faster

Open rate is the percentage of recipients who opened your emails. All openings can be counted or each receiver “opener” can be counted only once (individual open rate). In this case, recipients who opened the same email multiple times are not counted – which gives a better idea of ​​the true extent of your campaign.

Elements that affect the unlock rate: Subject and pre-title, as these are the first visible element to your contacts. Make sure to go for something short and sexy!

CTR is the percentage of recipients who not only opened an email, but also clicked a link in it. As for the open rate, it is possible to take into account all clicks or each recipient only once (unique click rate). The unique click rate is more interesting because it clearly shows the percentage of interested recipients.

Elements that affect CTR: In order for recipients to click on it, your content must be at the forefront of their interest! In addition, include a prominent call to action and choose an airy layout, attracting the attention of your recipients.

The unsubscribe rate refers to the percentage of recipients who completely unsubscribed from a newsletter by clicking the unsubscribe link (which you must include in your emails).

Elements that affect the opt-out rate: Once again, content takes precedence! If your contacts are interested in what you send to them, they are less likely to unsubscribe.

The bounce rate (or bounce rate) shows the percentage of delivery failures compared to the total number of recipients. A distinction can be made here between hard jumps and the soft boomerang. The former refers to email addresses that are permanently unreachable (eg because they no longer exist) while the latter represents addresses that are temporarily unavailable (eg because the inbox is full).

Elements that affect bounce rate: Here, it is above all about getting a list of clean email addresses! Make sure you get your addresses through a double signup registration form and don’t buy email addresses in bulk. Also use email software that automatically manages bounces and cancel subscriptions.

Read also: How do you create a successful newsletter?

Therefore it is necessary to analyze your reports. However, even after measuring your performance in detail, it’s hard to tell if it’s really good or bad compared to your competition. What is the average open rate in your field? Are your emails really as effective as you think? Or, on the contrary, are you, unknowingly, far ahead of your competitors?

Read also: R-TARGET unveils its automated email solution

To help you identify this and further improve your campaigns, email solutions provider Newsletter2Go publishes an important email study every year. This analyzes the highest rates in 28 different industries and is based on more than 360 million emails sent via Newsletter2Go from June 30, 2017 to June 30, 2018.

This large email survey will allow you to get an accurate idea of ​​how your competitors are performing, while giving you many ideas to improve your email campaigns.

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