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In everything we do in life, it’s vital we pause, review and see what is working (or not) and if a course correction is needed. It’s the only way companies and people can see if they are on the right path and ensure they remain on it. This applies to the concept of email marketing as well. No one can just churn out content and do email blasts, and not focus on whether it is doing its magic. To ensure the same, one must have a defined list of performance metrics ( also known in business parlance as KPIs ). Let’s discover what these KPIs with regard to email marketing are in the text below.
The top performance metrics for email marketers are:
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Delivery rate. What is the % of the emails being delivered to the intended recipient? This is the first and foremost KPI one needs to have and analyse. Emails heading to junk/spam folders come under its purview. No matter how alluring your images and text are, if it’s not being received in the right folder, then it has no meaning.
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Click-through rate (CTR). This refers to the % of clicks once an email is received and opened. It pertains to a minimum of one click that has been clicked by the recipient. This KPI is used to determine the robustness of the messaging and its effect on the intended audience. Linking it with web conversion reveals whether the email & web messaging are in sync to curate a pertinent and successful client journey.
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Clicks by URL. This KPI refers to unique clicks on a link within a single email or across many emails. It’s important for businesses and the marketing department to know what links are gaining traction. Which links are getting more eyeballs? It could even be disgruntled consumers heading for the “ unsubscribe “ button. It’s a great way to analyse the quality of emails.
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Event lag. This KPI refers to the time taken between an email being received by a person and clicking/viewing it. This helps to measure the allure of the subject line and it compels people to view it, even if by curiosity. It helps to discover if the emails remain unread and how things can be improved by the concerned team.
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Bounce % by type of bounce. It’s vital for companies to determine why the emails are not headed for the inbox. Could it be due to a wrong email address, an email inbox that is full and cannot receive anymore a down server, or an e-mail that was heavy in size for a person’s inbox? Bounces are clubbed into a few categories and they are:
Block. Bounces due to complaints, blocklists, content, URL block, or authentication error.
Hard. Bounces thanks to an unknown domain or user, or syntax error.
Soft. Bounces thanks to a full or temporarily inactive mailbox, or temporary domain failure.
Technical. A number of bounces are caused by the server, data format, or network error.
We will be talking about other KPIs in the second part of our two-blog series on this riveting topic.
Also Read: TOP PERFORMANCE METRICS FOR EMAIL MARKETERS Part 2
About the Author
Akansha Singh
Akansha is a Digital Consultant having rich experience in Organic as well as Paid Marketing, Marketing Automation, Lead Generation, Email Marketing and also in Social Media Management. Her main forte is to help you grow your business through strategy and planning.
