The Most Important Email Metrics to Track
Email marketing is all about return on investment. For the amount of time, effort, and resources that you put into each email campaign, you want to see a lot of returns for your small business. Its easy to say that email marketing can have huge returns on investment. What’s a little harder is actually showing it. Here are the 5 most important email metrics you should be tracking in order to understand the success (or lack of) of all your email campaigns:
1. Clickthrough Rate:
The Clickthrough Rate (CTR) allows you to know of the people who opened up your email, how many clicked on links within the email. This is essentially a measure of how strong your offer and call-to-actions are. The more attractive the call-to-action, the more click’s your emails will recieve.
2. Conversion Rate:
The conversion rate (CR) is the next step after the click through. Not every consumer that opens up the email is going to actually perform the action requested. However, the consumers the DO perform the action can be then classified as conversions. Conversions mean sales or the potential for a sale through lead nurturing. This makes the conversion rate THE MOST IMPORTANT metric!
3. List Growth Rate:
The actual creation and sending of email campaigns is not the only part of email marketing. Creating and growing email lists to send to is also extremely important. Returns will stagnate if you are simply sending to the same people day after day. Make sure that you make signing up for emails a breeze on your website and bring in emails through your physical store location as well!
4. Bounce Rate:
The bounce rate is a measure of how many of the contacts you send a campaign could not be delivered. There are two types of “bounces”: soft bounces and hard bounces.
Soft bounces occur when there is a temporary problem with the recipient’s email address. The most common of these problems is a full mailbox. Their email may hold a back-up of the email you sent until they resolve the problem, but in some cases it wouldn’t hurt to wait a few days and resend the email to all of your soft bounces.
Hard bounces are a little more serious. These occur as a result of email address that are invalid, shut-down, or non-existent. When you send to these emails, most email client software programs will remove these addresses from your contact lists.
WARNING: Be very careful with hard bounces. Internet service providers (ISPs) use bounce rates as one of the key factors to determine the reputation of the the email sender. If you have too many hard bounces, ISPs will begin to suspect that you may be SPAM!
5. Overall ROI
Determining the overall ROI of your email campaigns, while sometimes complicated to calculate, really gives you a good insight into how well your campaigns are succeeding overall. In order to do this, you must calculate the amount of sales brought in by your emails and divide this amount by the amount you spend on sending these emails out. According to eMarketer, average ROI for email marketing by small businesses is $28 per dollar spent. That’s an ROI of 2800%!
But Wait! Aren’t I Forgetting an Important Metric? What About the Open Rate?
The open rate for emails certain seems like it would be an important metric to track wouldn’t it? Actually… No.
Many marketers still are extremely focused on creating the right subject lines that get consumers to open the email. Don’t get me wrong, this is great. The more people that ope your emails the better. However, what your efforts should be focused on instead is creating the strong content and calls-to-actions that get customers to take the actions you want them to.
Also remember to not freak out when you send out an email and only 10% of recipients open it. Anything above 10% is seen as a good open rate depending on what type of consumer you are sending to and what type of email you’re sending. What’s REALLY important is that you are converting as many of the people that DO open it!