There are important metrics that you need to remember when you’re working with an email marketing campaign. To know if the campaign is truly effective and if it is performing well for the business, you must measure its success on the basis of the ROI and web traffic.
Focusing on the right metrics will help you recalibrate the campaign if it is not working and maintain success if it is.
This is the percentage of your email recipients who opened your email. Several factors can affect the open rate of your emails though it is largely believed that the non-personalization of the sender’s name and the unattractive subject line can cause people to ignore the email. To calculate, you need to divide the opened emails by the emails sent (fewer emails that bounced).
Click through rate
The click-through rate is the percentage of email recipients who clicked a link inside the email. Often times, this is the primary goal of an email marketing —- to send a link that the recipient will hopefully click on. There are several factors that affect one’s click-through rate: anchor text on the link, location of the link in the body of the email, number of times you included the link, and the copy leading up to the link. To calculate, you need to divide the number of clicks by the number of emails delivered.
Your unsubscribe rate is important because once a customer decides never to receive an email from our business, you can never reach out to them again through the mail. The factors that are important are your name (your company must be recognizable), the subject lines, if you don’t email frequently enough, or if you email too frequently. To compute the unsubscribe rate, divide the total number of unsubscribes by the emails delivered.
The complaint rate is the percentage of the email recipients who marked your email as spam. The reasons for the high complaint rate are using purchased email lists, sending irrelevant content, not including an unsubscribe link in your emails, emailing too much, and stale email addresses. To calculate, divide the number of complaints by the number of emails delivered.
This is the most important metric for your email marketing campaign. The conversion rate is the percentage of your email recipients who completed the goal of the campaign—to purchase a product. There are a lot of factors that can affect the conversion rate of the campaign and it all depends on how the email was written and addressed. To calculate, divide the number of conversions by the number of emails delivered then multiply that by 100.