Seven Must-Have Metrics to Keep in Your Email Marketing Toolbox

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Seven Must-Have Metrics to Keep in Your Email
Marketing Toolbox
How are you measuring the success of your emails? Chances are you're already using some basic metrics.
Here are some other important ones to include. » sign in to read full article
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Seven Must-Have Metrics to Keep
in Your Email Marketing Toolbox
by Yazmin Harris | March 26, 2015 | 1,407 views
Some 60% of marketers report that their email marketing
efforts yield a positive ROI. On the surface, that's a
positive sign, but that fact doesn't reveal how marketers
can attribute, with certainty, those returns to email
marketing.
In other words, how do email marketers measure
success?
Best-practices regarding key performance indicators
(KPIs) exist. The trouble is that not every marketing team
follows them—which to a degree makes sense. If a brand isn't using social media, there's no sense
in tracking clicks to social.
Where marketers get in trouble, however, is by having a narrow view of the metrics they're tracking.
A click-to-open rate may speak most directly to a brand's goals, but tracking a complete set of
metrics will give a better sense of what customers are responding to.
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metrics will give a better sense of what customers are responding to.
Here's a look at the seven most important KPIs for email marketing. Some may seem basic, but they
are the metrics that brands should keep in their email marketing toolbox.
Know your email marketing goals, and keep the
following in mind as you pursue them.
1. Delivery rate measures the number of
emails delivered versus the number sent.
In essence, it tracks the bounce rate. By
tracking delivery rate, marketers confirm
the size of their subscriber base.
If the delivery rate is not checked
regularly, marketers may realize too late
that their emails are reaching very few
people. Not only is that embarrassing,
but a high bounce rate can lead to
blacklisting, which harms marketing
efforts and brand reputation.
2. Unique open rate goes beyond the
basic open rate, which just tells
marketers the number of times an email
is opened. Tracking unique open rate
reveals the number of individual
subscribers who viewed an email.
If one subscriber opens an email multiple
times, this action inflates the open rate.
This metric can provide insight on the
effectiveness of subject lines because it
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shows which ones were intriguing
enough for the recipient to open.
3. Unique click-to-open rate measures
the number of unique subscribers who
clicked on the message compared to the
number of people who viewed it. This is a
good indicator of how engaging the
content of the email actually is.
(Many marketers will measure click-
through-rates using the number of
individuals who clicked on the message
compared to the number of delivered
messages, but this comparison does not
reveal the content's influence on the
click.)
4. Conversion rate shows how many
subscribers complete the call-to-action
within the email. Often, that means that
they made a purchase, but it can also
mean they signed up for a newsletter,
downloaded a whitepaper, completed a
survey, or did whatever else the email
asked. This can either refer to the
number of conversions compared to
number of deliveries or unique clicks.
As long as the entire marketing team is
consistent, either method is effective in
measuring conversions.
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measuring conversions.
5. Unsubscribe rate measures the
percentage of subscribers who choose to
unsubscribe from an email list. Users
may unsubscribe for a number of
reasons (e.g., they accidentally
subscribed to the list, the content is no
longer relevant to them, or they see too
many emails from the brand).
The issue of content is the most
worrisome, especially if the unsubscribe
rate is high. If that's the case, consider
revising content.
6. Clicks to social media is an important
metric for measuring the success of the
campaign if the email content links to
social media sites. (All email campaigns
should include links; it's an easy way to
make a campaign multichannel.)
This metric measures the number of
clicks from an email to a social network. It
reveals which social outlets a brand's
subscribers favor. Knowing this, brands
can then tailor email content to fit their
subscribers' preferences.
7. Revenue and number of orders is
crucial in evaluating the success of an
email marketing campaign if the goal is to
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generate sales.
Knowing these numbers helps marketers
determine the effectiveness of those
campaigns and make better email
marketing decisions in the future.
Most marketers are already tracking some basics. Delivery and open rates are standard metrics, but
marketers fall short in using click-to-open and other more meaningful metrics. Let's change that.
Let's all resolve to be email metric sticklers.
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Your email :
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as much as you do.) See our privacy policy.
Yazmin Harris is an analyst in Social and Disruptive Marketing Strategies,
focusing on bringing innovation to the ESP space, at Yesmail Interactive.
LinkedIn: Yazmin Harris
26 Share 117
Digital Marketing, Email, Email Campaigns, Email Marketing, High-Tech
Marketing, Measurement, Metrics
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Comments
by Katherine Thu Mar 26, 2015 via web
Great reminders Yazmin. I would actually add phone calls to point #4 on conversion rates. As
more emails continue to be opened on smartphones, optimizing your emails for mobile
devices and including a click-to-call link is just as valuable as other conversion metrics for
many businesses. Call tracking is another complement to our email marketing strategies and
helps to attribute phone leads back to specific email campaigns.
by Rob Smith Thu Mar 26, 2015 via web

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The obvious followup question on the KPIs is what is considered a good return for each. For
example what percent of one's subscribers be considered a positive return for unique click to
open rate? 2% of total subscribers? 5%? Some kind of benchmarking would be helpful.
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