Measuring Your Email Marketing

Using these metrics, you can find out what's working with your email material

February 9, 2018

Emailing clients, both new and old, can be one of the most powerful forms of marketing you can use. It’s a versatile, affordable and effective solution for growing your existing customer base and getting those valuable repeat orders. Emailing, much like many other forms of marketing, can get you the best results when you’re able to study and analyze your data; by identifying what’s working and what isn’t, you’re then able to focus on your strengths whilst removing the parts which aren’t working.

In a report by The Data & Marketing Association in 2015, it was stated that for each dollar that was spent on email marketing, companies made an average of $38 on their investments. Getting to this staggeringly high return on investment takes time, effort, and research. Crafting an effective email is achievable when you know and understand your audience. You need to know what type of content interests them. Whether you’re emailing an individual, or sending out a bulk mail for your newsletter, understanding the tastes of your readers is important.

There are numerous platforms that allow you to build up email lists and track the metrics of the messages. Tools such as MailChimp offer free tools that can enable you to map out what’s working best for you. As you begin to paint a picture of the emails that are received, you’ll need to consider how many people receive your messages, how many are opened, and how many readers click on a particular call-to-action.

Your delivered rate measures which percentage of your sent message receive the intended users. It’s little use sending out an email to a mass audience if most of the message end up going straight into a spam folder. As long as your emails are free from flagged words and aren’t flagged as spam by individual readers, an email sent to a large audience should reach around 90% of your intended user’s inboxes.

Your open rate is another valuable metric. This tells you how many people are opening your messages. If you’re getting a relatively low open rate, then it may mean that you’re sending too many emails too often, or even that you’re subject headers aren’t appealing to your audience. Having a high open rate tells you that you’re doing your email marketing well.

The final, and perhaps most important, of all metrics, will be your click-through rate. This tells you how many people are responding to the call-to-action’s which you include in your emails. Whether the CTA’s you include in your emails are a link to purchase your product or service, or whether they’re a link to an article on your blog, it’s important that you’re getting a high conversion rate. A high click-through rate demonstrates that your readers are taking the time to read your content, and are engaged enough to respond to a particular call-to-action.

Following these metrics will allow you to create a map with which aspects of your email marketing are working, and which areas still need to be improved upon. The best part about adjusting your email strategies is the flexibility and ease of access; you’re able to begin implementing the changes you’ve learned from the information above in your very next email. Tracking the percentages and progression of the impact of your emails will help you grow your business and cut down on the emails which aren’t having the desired effect.