How do you determine which of your email marketing are effective and which are not?
You’d be correct if you said “engagement metrics.”
A number of parameters should be examined on a regular basis. They will not only assess the effectiveness of a campaign, but will also assist you in determining which of your techniques perform best with your subscribers.
You can’t possibly advertise to everyone. As a result, having the correct tools at your disposal may make or break any email campaign. It’s also critical to understand what’s connecting with readers and why.
There are literally hundreds of email interaction indicators worth tracking, and some of the most prevalent are included here.
1. Recurrence rate
Your relapse rate is the proportion of persons who were re-engaged as a result of a re-engagement effort but have now become inactive again.
Relapsed subscribers are those who revert to an inactive state. This is an important measure to track since it may help you determine which re-engagement methods are effective and which are not.
2. Changes in action rate and engagement over time
Your daily activity is measured by your action rate over time. This helps you narrow down your optimum send time by showing you how many subscribers open and interact with your content at various points throughout the day.
This word is sometimes used interchangeably with engagement over time, which provides information based on a certain day or period of time.
3. Purchase rate and conversion rate
Your email conversion rate, also known as your buy rate, will tell you how many individuals not only clicked on your CTA but also:
- Filled out a survey
- Downloaded a document
- Completed a signup
- Made a purchase
In a nutshell, this statistic represents the proportion of persons that did the action you desired.
4. Earnings per email
Your revenue per email (RPE) informs you how much money you make from your email list. Divide your total income from a particular campaign by the number of recipients (excluding any that bounced back).
5. The pace of list expansion
Your list growth rate indicates how quickly your email list is increasing. Here’s how to do it: Subtract the number of new subscribers from the number of unsubscribers and divide the result by the total number of email addresses in your list. Finally, increase that figure by 100 to get your list growth rate.
6. Email forwarding and sharing rates
If you want to know how well you’re doing in the brand advocacy stage of the customer lifecycle process, track the number of email shares or forwards your communications get.
Creating the best campaign by using these email engagement metrics
By keeping an eye on these indicators and executing a range of A/B testing, you can begin creating email campaigns that look good, work well, and produce results. Your efforts will be for vain if you do not take the time to really learn from your outcomes. That being stated, utilize the following facts to your advantage:
- Create a message that your readers will like
- Place your campaign in the appropriate mailbox at the right moment.
- Encourage further participation and sharing.
Creating the ideal email campaign is useless unless you constantly analyze your email engagement numbers. This is the only method to determine whether or not a campaign is effective.
While you can (and should) check your typical email engagement metrics, it’s also worth your time to watch other indicators, such as:
- Recurrence rate
- Engagement over time or action rate over time
- Rate of purchase or rate of conversion
- Per-recipient revenue
- Rate of list expansion
- Email forwarding or sharing rate