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Dan Baum

By Dan Baum

Aug 7, 2012


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Email Marketing Analytics: The Core 4 Most Important Metrics

Dan Baum

By Dan Baum

Aug 7, 2012

Email Marketing Analytics: The Core 4 Most Important Metrics


Email Marketing AnalyticsEmail marketing is a super easy way to reach out to your customers and give them relevant content that they want to know. Everybody knows that email marketing is important, right? But how exactly do you know if you're doing it correctly?

Well, you need to be tracking your email performance with email marketing analytics software. Yes, I know, email marketing analytics software is extremely confusing! But there are a few metrics that you should focus on that are critical for marking your email marketing success. Stick to these 4 important metrics, and your email marketing analytics will soar!

If you're still having troubling tracking your email marketing analytics, contact IMPACT and learn how we can help!

The Core 4 Important Email Marketing Analytics

1. Bounce Rate

Every email list encounters a few emails that fail to be delivered, or "bounce" from your recipients inbox. There are 2 types of bounced email, and you need to know the difference in order to act accordingly.

A "soft bounce" is when one of your email recipients' inbox is full, or if there is something wrong with their server. In this case, there is nothing particularly wrong with your emails or email content, but rather the recipient. Usually these emails float around a while, and end up being delivered once the problem is solved. You should always keep your contacts that have soft bounced emails.

Bounce Rate Email Marketing Analytics

A "hard bounce", on the other hand, is not good. A hard bounce usually occurs when there is something wrong with your list or your email. If a recipient's email address is invalid, then it will hard bounce, and not be sent. Hard bounce recipients should be removed from your list immediately, because internet service providers (ISP's) look at high, multiple bounce rates as spammers. And good luck getting your emails out then!

Yes, trying to improve your bounce rates can be extremely frustrating, but it's necessary for a good online reputation. If you're sending different emails at a time, and one has a higher hard bounce rate than another, check your subject line. Odds are, your subject or even your content is throwing up a flag for their spam filters. It's easy fix, and it makes you more reputable in emails.

2. Delivery Rate

Your delivery rate is the amount of emails that actually reached your email list's inbox.  You take your gross emails sent, subtract the emails that weren't sent, and your bounce rate. Well why wouldn't all of them be sent? There's a few factors.

You might be getting caught in spam filters, and your emails never reach your recipient's inboxes. Ideally, you want a delivery rate of more than 95%. If this number decreases over time, check your subject line for anything that could be problematic for spam filters and ISP's. Fixing this problem can increase your delivery rate, which will improve your reputation with ISP's.

Your bounce rate and delivery rate go hand-in-hand, and both of these marketing analytics are extremely important to improve your online credibility.

3. Click Rate

Email marketing analytics software focus heavily on click rates. This is the amount or percentage of people that click on a link or image in your email. This is a very important for email marketing analytics because it tells you who your recipients are, And what they want from your emails in the future.

I know what you're thinking; What? How is this possible? Well think about it. You're sending emails to people for a reason right? If you see which recipients click on which email, then you know what content they are interested in, and what else to send them that's relevant. The click rate pretty much tells you what to do next. If a recipient clicks a lot on an email about puppy dogs, you'd rather send that person an email about kittens, rather than metal manufacturing, right? Of course you would. The click rate gives you this vital information.

4. Conversion Rate

Your conversion rate is probably one of the most important email marketing analytics for your business to track. This is the rate of how many people completed a certain action that you want them to. You absolutely need to track this metric.

Whether it's downloading a free ebook, webinar, or coupon, this number tells you the amount of leads your email generated. This is the ultimate gauge as to how well your email performed. The more leads your email produced, the better! Your conversion rate measures the success of the email you worked so hard on.

If this is one of the email marketing analytics that is lacking in your campaign, then try spicing up your content and language in the email. You might see that your landing page was too confusing or the form was too big. All of these things can bring your conversion rate down. With a little bit of digging, you can fully optimize your emails to be lead generating monsters.

So get going and optimize your email marketing analytics by making these simple improvements! What other email marketing analytics have you used that you think are important?

Having trouble mastering your email marketing campaign? Give us a call at IMPACT and learn how we can help!

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