Understanding email performance can sometimes seem like a guessing game. The go-to metrics that get a lot of the limelight, like opens and clicks, aren’t the only metrics you should be focusing on. While these preliminary numbers help you see whether individual emails performed well, there are other important metrics that can give you great insight into the health and overall performance of your client’s email marketing strategies. So here are 6 key performance indicators (KPI) you can track in your clients’ email metrics reports.
Need some help getting started with email metric benchmarks? Take a look at our handy Email Marketing Metrics Report.
1. Active subscribers
Subscriber lists are one of your client’s greatest marketing assets — that’s why there are a million and one ways to grow them — but rather than growing lists exponentially, you should also be looking at key markers of list health.
Active subscribers are the number of users who have engaged with email campaigns over a certain period of time. Some subscribers will open every email, some will open a few here and there, and unfortunately some never open any at all. These inactive or non-responsive subscribers can have a negative impact on your client’s campaigns, including hurting their email deliverability and confusing your assessment of the campaign’s performance.
You should be regularly tracking and measuring the active and inactive subscribers in your clients’ lists, as well as taking steps to segment and re-engage them. Need some extra tips? Here’s what to do when subscribers are just not that into you.
2. Click-through rate
CTR is a common report metric, but it can reveal a lot about the performance of individual emails and the overall performance of your campaigns. If CTR is strong initially, but then starts to drop off further along in the workflow, it can be a sign that things like the content or the schedule are not engaging enough for subscribers.
Tracking CTR metrics not only helps to attribute website traffic, conversions, and ROI, but it can also reveal insights into effective (and ineffective) email design. Take a look at the email Click Maps and compare emails that had a low CTR compared to a high CTR. You may start to see opportunities to tweak design, messaging, and calls to action for better results.
3. Conversion rates
Conversions come in all shapes and sizes. No matter whether they are something like a content download or a transaction, tracking them accurately will provide greater performance insights for you and your clients.
The most important conversion actions to track are the ones that align with your clients’ goals and objectives. Is email helping them boost event attendees? Then RSVP actions will likely be your key metric. Is email one part of a multifaceted content marketing strategy? Then you’ll likely be looking for things like content downloads, sign-ups, and leads.
But how can you make sure you’re accurately tracking conversions from emails? Thankfully, our easy integrations help you connect the dots between your email marketing metrics and the actions subscribers take.
4. Overall ROI
The all-important ROI. While this high-level metric can be daunting to dive into, it’s important to assess this as part of your email marketing success metrics and regularly look at ways to improve your campaigns.
Thankfully, email marketing can be an investment with one of the highest ROI out of any digital marketing strategy. According to Oberlo, the average expected ROI is $42 for every $1 your client spends — that’s a 4,200% ROI. Wouldn’t it be amazing if every single campaign was that successful? Unfortunately, it’s not always that easy.
Looking at ROI metrics like revenue and related costs allows you to pinpoint areas for improvement and refine your strategies. Any client is going to want to know how much revenue email is driving for their company. Even if it starts out negative at the start of the project, tracking ROI over time can help to underscore incremental improvements.
5. Unsubscribe rates
Looking at unsubscribe rates shouldn’t always set off your alarm bells. Unsubscribes can indicate that lists are becoming more fine-tuned and unengaged recipients are removing themselves. However, unsubscribe rates can also be a strong measure of whether or not your messaging is on point. If clients are experiencing abnormally high and consistent unsubscribe rates, it could indicate that you’re not delivering on what subscribers signed up for or your emails are becoming spammy.
Unsubscribe rates can go hand-in-hand with spam complaints, which can be detrimental to your client’s brand and their email domain. There are plenty of ways to avoid spamming subscribers. Ironically, one of the most important is making it clear and easy for people to unsubscribe. This is a part of Australia’s anti-spam regulations, so it’s super important to follow. Thankfully, Vision6 makes this easy by including an automated unsubscribe facility by default in all of your email messages.
6. Bounce rate
Measuring bounce rate can give you a better idea of the quality of subscriber lists. A high percentage of hard bounces can mean that your lists are filled with fake, old, or incorrect email addresses.
There are ways to preempt high bounce rates, like using double opt-ins when subscribers sign up. This ensures the contacts are genuine, as they have to verify their email address to receive your client’s emails.
You can also remove some of the guesswork around bounced emails, with Vision6 automatically determining whether to resend or deactivate a bounced email. You’ll be able to see in your email metrics reports which email addresses bounced and why.
If you’re still struggling with putting together insightful email metrics reports for your clients, we can help. We don’t like to toot our own horn but our reporting tools give you many ways to build more powerful reports and campaigns. Things like real-time insights, A/B testing, and spreadsheet view databases will impress your clients and allow you to action powerful changes immediately.
Want to find out more? You can book a demo here!