1. Open rate
This is the most basic key performance indicator in email marketing. It’s vital to know how well your emails are received. The open rate tracks how many subscribers opened sent messages.
Open rates can reveal your subject line copy’s latency. Subject lines with receivers’ first names, for example, have a 26% chance of being opened. Using emoticons in subject lines or keeping them simple, direct, and short can also increase open rates.
Most email campaigns generate 30.5 percent open rates. A higher open rate indicates progress. These figures should help you plan your next campaign, especially if you haven’t been meeting your goals.
2. Conversion rate
Unlike CTR, which measures how many people click links, conversion rate measures how many people take action.
Consider embedding a link to your Black Friday sale for subscribers. The conversion rate shows how many people bought something during the sale.
The rate gives you an idea of your ROI. It’s easier to gauge success when you know how much you spend and how many prospects convert.
On this basis, you can optimize your email marketing strategy to include a purchase confirmation email system.
3. Click-through rate (CTR)
The CTR metric helps you track your campaigns’ performance. CTR measures how many people click on your message’s links. If you embed a ‘redeem offer’ link, the click-through rate tracks the percentage of recipients who clicked the link.
There are several ways to increase your email’s CTR. You could, for example, strategically embed links and include eye-catching CTA tabs that recipients can click to redeem their offer.
CTR is usually less than open rates. Campaigns have an average CTR of 4%.
4. Bounce rate
The bounce rate measures how many emails were not delivered during an email campaign. Hard bounces monitor permanent issues while soft bounces monitor temporary issues.
You can estimate the quality of your list by comparing bounce rates to open rates.
A high percentage of hard bounces indicates your email list contains fake, old, or incorrect addresses.
You can reduce bounce rates by requiring subscribers to verify their email addresses and confirm their desire to receive messages from your brand. This will help keep your email list clean.
5. Engagement over time
Tracking your engagement over time will help you generate accurate data on the best time to send a message.
Your email solution provider’s email automation can send messages based on customer triggers or behavior. Identifying the best time to send an email can increase click-through and open rates for non-automated emails.
Some providers automate this process and collect data for you. Even if they don’t, it’s best to keep track of your own niche and subscriber base.
6. Email sharing/forwarding rate
This rate estimates how many people shared or forwarded your social media content.
Social media has a big impact on content engagement and customer relationships. Brand evangelists can help here.
The sharing or forwarding rate indicates your brand’s evangelists. It also shows the percentage of subscribers who tell their friends about your emails.
Because 81 percent of consumers are influenced by their friends’ social media posts, building brand evangelists via email marketing is critical.
7. Mobile click rate
Mobile click rates are similar to desktop rates but include mobile devices such as tablets and phones.
They are usually lower than desktop click rates due to multi-window usage and other difficult browsing tricks. This is easier on a computer than a phone.
So keep this in mind when creating your email engagement procedures. Use email editors to improve mobile design and viewing.
8. Spam complaints
Nobody wants their emails marked as spam. While you may want to ignore it, you must.
Services monitor spam complaints and ensure quality. They can block or limit your accounts if you have too many spam complaints.
To ensure that your emails are free of technical issues like broken links or poor copywriting, you should track this rate yourself.
High email open rates require low spam complaints.