What are the metrics used to measure the success of an e-mail campaign?

Digital Marketing
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#1

What are the metrics used to measure the success of an e-mail campaign?

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Let’s take a look at the key metrics used to measure e-mail campaign:

  • Delivery rates - This metric is the main starting point of your email campaign and is a great metric to monitor the strength of your email list.

  • Open Rate (OR) - Open rate is the simplest email marketing KPI and is vital to understanding how well your subscribers are receiving your messages.

  • Click-through rate (CTR) - CTR is another common metric that can help you determine how well your campaigns are performing. CTR measures how many people clicked on the links in your email.

  • Domain click rate - Like the domain open rate, this will allow you to see how many people are clicking on your emails in a particular email provider.

  • Bounce rate on campaign landing pages - Bounce rate measures how many subscriber email addresses didn’t receive your email. Measuring bounce rates against open rates will give you a more solid idea of the quality of your subscriber lists.

  • Revenue per email and conversion rate - The ROI will show you your overall return on investment, but analyzing the revenue per email will show you the individual success of the emails.

  • Unsubscribe rate - The unsubscribe rate percentage is calculated by dividing the number of people who unsubscribed by the number of emails delivered times hundred (Unsubscribed number/Emails delivered x 100 = Unsubscribed rate %).

  • Opens by device - This rate works the same way as the regular open rate, except it applies specifically to mobile devices like phones and tablets.

  • Spam score - The higher the positive score is for your email, the higher the probability that the message is spam.

  • Engagement over time - Tracking engagement over time will give you information on the best times of day to send messages.