The effectiveness of email marketing can be easy to overlook in favor of more trendy marketing tactics, but I can be one of the best digital channels through which to nurture leads and extend the reach of your business. In fact, 73 percent of marketing professionals named email marketing as a vital tool and 66 percent of online consumers made a purchase as a result of a marketing email.
The key to getting the results you want from your marketing emails is carefully monitoring their analytics and tweaking your strategy as a result. Most marketers live and die by click-through rate—but while this is useful, it only tells a small part of the story. If you want to enjoy true email campaign success, you’ll need to start looking at these four other marketing email metrics, too:
Improved email campaign success begins with understanding how your recipients are accessing your emails. Monitor whether members of your email lists are opening your emails from their desktops, phones, or tablets. Then, adjust your content creation and email distribution times to align with the results.
Your email bounce rate reveals the health of your email list. Be on the look out for a high bounce rate, which indicates that you have incorrect email address data or an outdated list. A high bounce rate can also be a sign that your emails are getting caught by your recipients’ spam filters, especially if you’re getting a lot of soft bounces.
While email lists degrade by about 22.5% every year, a high email list unsubscribe rate is still a red flag. This is an indication that your email content isn’t resonating and could also mean you need to reassess the types of email subscribers you are attracting in the first place.
Open Rate & Unique Open Rate
Though email click-through rates show you how effective your email content and call-to-action are, the open rate can be even more important. Your email open rate shows you how effective your subject lines are. A good way to keep your open rate high is by constantly performing A/B testing on your email subject lines. Remember: it doesn’t matter how much time and effort you put into your email content creation if your emails aren’t interesting enough to be opened.
Which marketing email metrics do you find most important to monitor and analyze? Make sure to let us know in the comments below!