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Digital Marketing

Email Marketing Metrics Every Marketer Needs to Know 

Email Marketing

A lot of factors contribute to the success of an email marketing campaign. One such factor is measuring the campaign performance. 

Once you define your campaign objective, the next critical thing is to figure out the metrics you are required to measure to determine you are making progress towards your goal. 

As you read further, you will learn about the metrics you should track in your email campaigns.  

Let us get started. 

Bounce rate 

Bounce rate is the percentage of your emails that did not get delivered to the recipient’s inbox. There are two types of bounce rate – once is the hard bounces and the other one is soft bounce. 

Soft email bounces are the ones that arise because of temporary issues such as full inbox or some error with the recipients server.  

Howbeit, hard bounces are the ones that happens because of an invalid or non-existent email address. 

You must remove such email addresses from your list as earlier as possible.  

Here is a way to ensure that you have only the correct email addresses. If you do not know how to find email addresses without any error, here is tip for you. 

How to find email addresses? 

You can use email finder tools like GetEmail.io to minimize the risk of hard bounces in your email campaigns. 

This tool finds email addresses using artificial intelligence and big data. Hence the accuracy rate is very high.  

It comes with a free version to let you test the tool’s efficiency. Besides this they have GetEmail.io chrome extension for Gmail and LinkedIn. 

This tool is ideal for finding the professional email address of a person. We can literally find out the email address of anyone on this planet. 

CTR (Click Through Rate) 

Click through rate is the percentage of your recipients that clicked on one or more links present in an email. 

This is a metric that should be tracked daily. It gives a direct insight into how many prospects on your email list are engaging with your email.  

Conversion rate 

The percentage of your recipients who completed a desired action is the conversion rate. For example, downloading a case study, purchasing a product, or filling in a contact form. 

For measuring conversion rate on your emails, you must integrate your web analytics and email platform. This can be done by generating unique tracking URLs (Uniform Resource Locator) for different email campaigns.  

This will help you identify the source that got this conversion. 

Spam complaints 

It feels so discouraging when your prospects mark you as spam, isn’t it? 

And this is not something you take it easy, cheer up yourself and move on to next. Email service providers always want to ensure that their users get a valuable experience and thus maintain the quality.  

If you are marked as spam by many, they will block your account. 

How does that sound to you? Too bad, right? 

So always remember to ensure that there is nothing technically wrong with your emails. 

Final thoughts  

Even if your email campaigns are well-optimized, it is not going to help if you are not measuring your campaign performance.  

You need to know the metrics that are important to track for understanding whether your campaign is working well or not. 

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