If you’re using email to promote offers, you’re no doubt interested in understanding how successful your email marketing program is. But what metrics should you use to measure your success? Read on to learn the best metrics to measure the success of your email marketing program.
Open Rate
Open rate is one of the most important metrics to measure success. This metric tells you how many people opened your email out of the total number of people you sent it to. The industry average open rate is around 20-25%, so if your open rate is higher than this, you’re doing something right. If it’s lower, you may need to review your email content to make it more appealing to your recipient list.
Click-Through Rate
Click-through rate (also known as CTR) is a measure of how many people clicked on a link in your email compared to how many were delivered. This metric is important because it tells you how effective your call-to-action (CTA) is. A good CTR for any email campaign should be around 4-5%. If your CTR is lower, consider improving your CTA or delivering more targeted emails.
Conversion Rate
Conversion rate is a measure of how many people completed a desired action (such as purchasing a product or signing up for a service) after clicking on a link in your email. This metric can be tricky to measure because it involves multiple steps, but it’s important because it tells you how effective your email is at driving sales or leads. A good conversion rate for an email campaign is around 2-3%. If your rate is lower, consider improving your email content or targeting.
Engagement Rate
Engagement rate is a measure of how many people interacted with your email in some way. This can include opening the email, clicking on a link, or even marking it as spam. Engagement rate is important because it tells you how interested your list is in your emails. A good engagement rate for any email campaign should be around 25-30%. If your engagement rate is lower, consider improving the content of your emails.
Bounce Rate
Bounce rate is a measure of how many emails were not delivered because of an issue with the recipient’s email address. This metric is important because it tells you how accurate your list is. A good bounce rate for any email campaign should be around 2-3%. If your bounce rate is higher, consider cleansing your list to remove outdated or invalid email addresses.
Unsubscribe Rate
Unsubscribe rate is a measure of how many people opted out of your email list. This metric is important because it tells you if your list is still interested in your emails. A good unsubscribe rate for any email campaign should be around 0.5-1%. If your unsubscribe rate is higher, consider improving the content of your emails and targeting them more effectively.
These are the most important metrics to measure the success of your email marketing program. If your metrics are lower than the industry average, consider tweaking your email content, targeting, or CTA to improve your results.