November 17, 2014 Rutika Salaskar

Ways to Measure Your Email Marketing Performance

When it comes to how to do email marketing, there is a lot to say. You can keep talking for days about most common email marketing mistakes, important components of optimized email, and examples of brilliant email marketing that will inspire you. But at the end your result matters, not how you optimized your emails are, so before planning for your next email marketing plan, pause for few seconds and ask yourself; “ what is the goal of my email marketing? Am I doing it to generate more subscriber database? Generate more leads? Or to convert more existing leads into customers?

Email Marketing Performance - CTR & ROI

Email Marketing Performance – CTR & ROI

Whichever your goal is, the very first next thing that you need to figure out is which metrics you will need to track in order to determine how your campaigns are performing against your objectives. Metrics that every email marketer should follow:-

  1. Click through rate: This is the most important metric for all email marketers for tracking about how many people on your list are engaging with your content and is interested in learning more about your brand or services; or simply wanting to know more on the content covered in the mailer
  2. Conversion rate: After an email recipient has clicked through your email, your next goal is usually is to convert an email recipient to your customer or prospect. Your conversion directly relates to the call-to-action of your email, so your call-to-action should directly tied up to the overall goal of your email marketing. Conversion rate helps you mapping to which extent you are achieving your goal.
  3. Bounce rate: Bounce rate helps you to get the metrics that measures the percentage of your total emails sent that could not be delivered to the recipient’s inbox. This will help you to know that your email list might need data clean-up (in case of hard bounce) or your change in strategy, content and approach (incase of soft bounce)
  4. List growth rate: Apart from the conversion rate, you will also want to keep watch on your growth and decline of your list. Your aim should always be of expanding your reach, position yourself in the industry and expand your audience. There is always a natural decay of your email marketing list, and it expires by about 25% every year. That means it’s more important to keep your list healthy as it is important to grow your subscriber list.
  5.  Overall ROI: Like every marketing channel, you should be able to determine the overall ROI of your email marketing. It is essential to set up an SLA system whereby you assign different values to various types of leads to generate revenue for your company.

Rutika Salaskar

Sr. Marketing Professional at SMARTe Inc

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