What is Email Marketing Analytics: 10 Metrics and KPIs to Track the Performance

Email analytics is the process of measuring how your subscribers respond to your emails by tracking various metrics such as email delivery, participation, and conversion. These statistics assist email marketers in gaining vital information and optimizing and strategizing email campaigns for improved performance.  Boost your Skills by learning: Digital Marketing
 
Table of Conent:
10 Metrics and KPIs to Track the Performance:

10 Metrics and KPIs to Track the Performance:
 
1) Return on Investment:
Overall Return on Investment The total return on investment for your email marketing efforts. To put it another way, total income is divided by total cost. While this is the simplest and most basic formula for calculating ROI, there are several approaches to calculate the ROI of your email campaigns." You may select a different one depending on your sort of business.)You should be able to calculate the entire ROI of your email marketing, just like you do for any other marketing channel. Set up an SLA system where you give different values to different sorts of leads depending on their probability to create money for your organization if you haven't already.
 
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2) Rate of Email Deliverability:
Email deliverability of 100 percent is a hoax.

Source: Safalta

Even if you utilize an excellent email marketing platform, this does not guarantee that all of your emails will reach the intended recipient's inbox (they may end up in the spam folder). When evaluating the email deliverability rate, there are a few factors to consider. For example, if 80% of your emails are opened, 20% of them may not even exist. Second, check to see whether your availability rates have unexpectedly reduced. Your email may be recorded as "delivered" but also end up in the spam bin.

An ISP may occasionally add the sender's email address to a blacklist when utilizing a shared IP address rather than a dedicated IP address. In this instance, you must quickly identify and resolve the problem. Several variables impact email deliverability, but the best way to maintain it high is to adhere to anti-spam rules and excellent email marketing practices.
 
3) Spam Percentage:
The spam complaints rate is the percentage of emails tagged as spam by the email subscribers compared to the total number of emails sent. It is an important email analytics parameter that most marketers overlook. (The total number of spamming  emails delivered) X 100 equals spam rate
 
4) Forwarding Cost:
This rate analyses the social share rate and evaluates the frequency with which your email is shared. You'll be able to discover if your email has been transmitted or shared on a social networking site using this measure. Email volume and email design also factor into this measure. The data is taken through the email campaign's share button. To expand your email list, you want your emails to be shareable. The forward rate is also a fantastic tool for understanding which topics are the most interesting and entertaining for your audience. Maintain a constant schedule and keep emails concise and easy to read. Look for messages with higher rates of forwarding and try to replicate them with comparable email content. You may also combine A/B testing with forward rate evaluations to try various subjects or formats.
 
5) Bounce Rate:
Bounce Rate is the percentage of total emails sent that were unable to be received in the recipient's inbox. To track, there are two types of bounces: hard bounces and soft bounces. Soft bounces are caused by a momentary difficulty with an email address that is correct, such as an overflowing inbox or an issue with the recipient's server. The recipient's server may store these emails until the situation is resolved, or you may try resending your email message to soft bounces. Hard bounces occur when an email address is invalid, closed, or non-existent, and these messages will never be sent. Because internet service providers (ISPs) consider bounce rates as one of the primary variables in determining an email sender's reputation, you should promptly delete hard bounce addresses from your email list.
 
6) Rate of List Growth:
The pace of growth of your email subscriber list tells if it is increasing or contracting. A growing list indicates that your readers are interested in and enjoy what you offer. To be clear, an unresponsive email list suggests that your strategy has to be tweaked. In the worst-case scenario, your email list may be declining rather than increasing, demanding a significant change in your email marketing strategy. Creating email content that is clickable, readable, and shareable is an efficient strategy to ensure a continuous organic list growth rate. As more individuals find the email content more interesting, your email list will naturally increase. An SEO-focused email marketing strategy to create leads is an excellent approach to increasing the list's size.
 
7) Rate of Unsubscription:
The unsubscribe rate indicates how many individuals unsubscribe from your emails. In general, you should strive for less than 1-2% to preserve deliverability. Whether a customer actually opts out or hits your unsubscribe link will affect whether an unsubscribe is recorded, based on the email marketing technology you use. Tracking your unsubscribe rate may help you gauge the health of your list of subscribers and the efficacy of your content. Furthermore, unsubscribes are not always an indication of a failed campaign; instead, they may be used to validate that the individuals getting your emails are the right people and want to hear from you. Enabling subscribers to opt out while keeping the procedure simple builds trust by demonstrating that you value their input and their consumer experience. You may utilize unsubscribe rate statistics to determine whether to change your mailing frequency, content, or sign-up processes. It also helps your email service provider evaluate your campaigns and ensure they follow best practices for email advertising, such as gaining consent.
 
8) Click-Through Rate:
For instance, 600 total clicks x 10,000 sent emails * 100 = 6% click-through rate. The click-through rate (CTR) enables you to readily assess the effectiveness of every single mail you send. After determining your CTR, you may monitor your email rate of conversion. CTR is also frequently used to determine the outcomes of A/B experiments. The major goal of such A/B tests is generally to discover new techniques to increase clicks. Considering this, evaluating the CTR of your ads helps you to evaluate the click success of each campaign.
 
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9) Rate of Conversion:
The percentage of email readers who take the intended action after receiving your email, including clicking on a link, buying a product, or completing a form, is referred to as the email marketing conversion rate. How to compute it: Divide the total number of emails distributed by the number of conversions. Divide the result by 100. 4% rate of conversion based on 5,000 total emails delivered * 100. The next goal after your recipients clicked on your email is to convince them to take the required action. If you send an email inviting your audience to download a free ebook, anybody who does so by clicking the link in the email will receive the ebook.
 
10) Per-subscriber revenue:
The income generated per subscriber KPI allows you to track the revenue success of each email, which is critical for any campaign aimed at generating sales. This number will show you how much money you made per email address. To calculate this measure, divide the total money earned by the number of members and multiply by 100. If the income per subscriber is less than you would like, you can optimize price, upsell, or cross-sell. You can also endeavor to improve interpersonal relationships and decrease turnover.
 
Email analytics is the act of analysing numerous indicators such as email delivery, participation, and conversion to determine how your subscribers respond to your emails. These data help email marketers obtain valuable information and optimise and strategize email campaigns for increased success.

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