5 KPI of email marketing that your company must follow

It has been proven time and again that email is one of the most important tools to market your products / services on the web. Emailmarketing is also the number 1 method to increase your influence and establish a relationship with your target audience.

No matter what business you are in or what kind of products / services you sell, you can always use email to increase those sales numbers. As long as you do not get carried away by any dubious tactics, email marketing can work for you. It can help you take your business to the next level in a short period of time.

According to a study conducted by Marketing Sherpa, an amazing 60% of marketers have experienced a positive return on investment with email marketing.

So, what stops you? If you can, why cannot you?

Even Direct Marketing Association (DMA) found that more than 65% of consumers have purchased a product online, all thanks to an email marketing message they received.

Email marketing statistics, as we can see, are the most reliable communication method for most consumers. However, keep in mind that email marketing can be counterproductive if you do not do it right.

So…

·         How do you make sure your e-mail marketing efforts give results?

·         How can you make every email marketing campaign succeed in its own right?

·         What is the best way to continue increasing your ROI over time?

The answer to these questions is to focus on the most important KPIs or key marketing e-mail indicators.

By tracking the right metrics and knowing what does not work, you can improve each campaign without making the same mistakes. In fact, you can grow faster by taking the right steps at the right time.

However, before continuing, let's see first...

What do we really mean by email marketing KPIs?

The world of email marketing is immense. And it's easy to get lost if you do not follow the correct instructions. The email marketing KPIs are "primary indicators" that help you create better email marketing campaigns? They guide you and show you exactly what you should do to improve your chances of success.

To discover why an email marketing campaign worked or was bombed, you must analyze it from all angles. Which means that no metric can give you a clear idea.

It is crucial that you...

Choose the metrics that help you properly measure the performance of your campaign.

Measure a set of metrics and be sure to maintain a real balance.

So how do you find email marketing KPIs that are right for your business? Many experts would say that it is simple science. While others would tell you that you need to follow your instinct.

Either way, you will have to take a step-by-step approach and concentrate on email marketing KPIs that are in line with your business objectives.

Here is the basic funnel of email marketing KPIs...

Email marketing that channels the following article, we will analyze 9 KPIs of important email marketing that your company needs to track, regardless of the industry in which you are.

Metric # 1: Email delivery rate

There is no doubt that having a large list of potential clients / clients is always good for your business. Because you can communicate with them whenever you want at a fraction of the cost.

However, there is one drawback: emailing a huge mailing list does not necessarily mean that all your emails are delivered. While you should always strive to send your email to the majority of your list, you simply cannot aim for a 100% delivery rate.

One reason is that emails are dumped or changed more often than you think. So, if your delivery rate is 75%, it means that the remaining 25% of emails are unreachable or do not exist. The delivery of email another common reason why emails are not delivered is due to a low "reputation score of the sender", which is a rating assigned by an Internet service provider to an email sender.

This score is calculated on a scale of 1 to 100. The higher your score, the more likely you will be to reach your recipient's inbox. So make sure you have a good reputation as a sender.

Now, there will be times when some of your emails will end up in the spam / junk folder. This could be due to your email service provider or because you used some words that trigger spam in your email copy.

However, since these emails were delivered technically, they will not be counted in the "not delivered" category. If you wish, you can use the Inbox Placement Rate (IPR) as a KPI to see the percentage of emails that have actually arrived in the inbox. Rate of placement of the input tray

Metric # 2: single opening rate (UOR)

Do all subscribers on your email list open all your emails? The obvious answer is no. Your opening rate indicates the number of recipients who opened your email.

Since it shows how many people are really interested in opening and reading your emails, it is one of the most important email marketing KPIs you should track.

He wrote an excellent subject line that attracted a considerable percentage of his email recipients, without getting lost in his crowded inbox.

He has already established a great relationship with his subscribers and they know him well enough.

He managed to dodge the spam folder for most recipients because a low opening rate sometimes (not always) shows that a high percentage of his emails are sent to the spam folder.

Here there are unique open rates from different industries...

However, you will have to take this metric with a pinch of salt. Because there are times when your emails may end up in the spam folder and some of your recipients can still open them. And do not forget, sometimes your emails can be automatically opened by email clients such as Hotmail.

Last but not least, try to establish strong relationships with your email subscribers. Because when they know you more, they trust you more. And that is exactly the reason why the name of the sender is the most important reason why people open emails. The more familiar the name, the better. Why do people open emails?

Metric # 3: Click Rate (CTR)

Email marketing is about driving the relevant traffic that ultimately becomes more business. That's why the click rate is one of the most appropriate email marketing KPIs to measure when it comes to understanding your subscribers and their motivations.

Having a favorable click rate is a clear signal that your recipients are not only opening their emails, but are also committed to the content. It shows that your copy is resonating with them and you are doing your job. These are the people who want to learn more about your brand, products and services.

Of course, before aiming for a high percentage of clicks, you should aim to have a good delivery capacity and an opening rate. Because the more emails are delivered and opened, the greater the chance that someone will click on your links.

Here's how to calculate your CTR: click rate In case your emails do not contain links, you should focus on the opening rate or see how many people are responding, a.m. Track the response rate.

Improving your email click rate is not a rocket science. You can always have more people clicking on your links by:

Keeping your email to a minimum and pointing to the essentials

Format all your emails and convert them to mobile devices

Motivate your readers and give them a reason to click.

Have a clear call to action and repeat it throughout the copy of the email

Adding a video to make your email copy more interesting

You can calculate your percentage of click through rates by dividing the number of unique clicks on your email links with the number of emails sent, hundreds of times. Averages of the email industry

Metric # 4: Click to open rate (CTOR)

While it is common to keep a tab on email marketing KPIs, such as the opening rate and the click rate, few companies are focused on the click-to-open rate (CTOR).

The reason why this metric is useful is because it actually allows you to measure the overall effectiveness of your email marketing during a period of time.

Your email to open the rate may differ from other companies because it is a metric that tends to fluctuate depending on the relevance of the content of your email. In general, a good CTOR depends on 20% to 30%.

Email Marketing KPI Getting a high percentage of email subscribers to open their emails is a challenge in itself. But what's the use if people open their emails but do not click on the call-to-action link?

The click-to-open rate metric tells you two important things about your campaign:

How relevant is your subject line of the email to your email copy. Because having a high open rate but a low click rate indicates that your subject line worked, but was over promised or not relevant enough. On the other hand, if your subject line had a low performance (little was opened) but a large number of recipients clicked on your link, then your subject line was not attractive enough.

How interesting and relevant was the content for its subscribers. Because if your subject line is synchronized with your email copy, and the design is good, you will have more people clicking on the call-to-action links.

Then, yes, it is reduced to the type of content you are sending to your email subscribers. By working to improve its content, it is indirectly working to improve its CTOR.

To improve your CTOR, you need to know how effective your content is. Try comparing the CTOR of your individual email campaigns with your average CTOR.

You can do this for all types of email you send, such as your welcome email, transactional emails, auto-reply messages, newsletters, etc. Over time, you can read this data to make real improvements to your content and increase your CTOR. .

Metric # 5: Subscription cancellation fee

When it comes to email marketing KPI, the subscription cancellation rate is a metric that should never be ignored because it is directly related to your email marketing activity.

The subscription cancellation fee simply informs you of the number of recipients who clicked on the "unsubscribe" link in your email, but it's more comprehensive, thank you. Because the number of people who said they do not want to receive their email is as important as the number of people who want to remain on their list.

The email marketing analysis obviously wants each of your email marketing campaigns to be profitable. But you cannot do so at the risk of your email subscribers. Ignoring the importance of delivering value to your subscribers is not correct.

The subscription cancellation fee helps you get more out of your email marketing campaign by making sure you're on the right track. It informs you of things like...

How your email subscribers perceive or see your emails and if they are synchronized with your interests

How your content is performing and if you are really delivering real value to your email list

How are you doing to get the correct 'frequency of sending emails'?

How soon new subscribers get bored with their content before canceling the subscription

The formula for calculating the subscription cancellation fee is quite simple ... the subscription cancellation fee

So, what is a "healthy" subscription cancellation rate, questions? Try to keep it below 2%. And, to make sure you're on the right track, the number of people who unsubscribe should always be less than the number of new subscribers that enter.

The rule of thumb is to aim for a low rate, which means that your subscribers are finding value in their emails and want to continue receiving your content. And yes, the sudden increase in the low rate must be studied closely.

Rate of cancellation of the subscription by country please note that all the people who click on the link to cancel the subscription are voluntarily withdrawing, and that is good. Why?

Because it reduces the costs of your email clients and also helps you increase your commitment rate. Both in turn can improve the ability to deliver email. Low participation rates may indicate to an Internet Service Provider (ISP) that the content of your email is not good enough.