How successful is your email marketing?
If you have to pause, think, and guess, you may need to adjust your measuring procedures. So you can respond confidently as your campaigns unfold.
You may be tempted to depend exclusively on open and click-through rates to gauge email marketing performance. Depending on your aims, some measures might help you evaluate your effectiveness.
By monitoring all indicators, you can see how well your email marketing is doing. Let’s speak about email marketing metrics.
Open rates and unsubscribe rates are questionable marketing KPIs. How do you assess email marketing effectiveness? This list should help.
- Check email landing page bounce rate
Don’t look at the emails to see whether they establish expectations. Check the bounce rate of your emails’ landing sites.
Neil Patel defines bounce rate as the proportion of website visitors that instantly leave after landing. They “bounce” off your website.
Bounce rate helps you assess whether email marketing and landing sites match. The email may take the reader to another website, but if they don’t remain long, you’ll need to rethink your email and landing page content.
Cloudventure email. An email marketing message containing landing page links is shown.
In these emails, messaging and landing page success are interwoven. How can you advertise this?
- Track web traffic
Analyze what proportion of your website traffic originates from email marketing to determine the performance of your emails.
You must set up this measure in your tracking platform before using it. In Google Analytics, email traffic falls under “direct” (unless you help Google tell the difference between email traffic and direct traffic).
Setup campaign tracking using this instruction. After you’re done, you’ll notice your email campaigns in your traffic statistics, like this:
Effective email marketing
This statistic shows what proportion of your traffic is email.
- Check email conversion rate
Conversion rate measures how many email readers opened a link and took a desired action, such as:
Conversion rate tells how convincing and actionable your emails are. To find it, divide the number of persons who performed the activity by the number of emails sent and delivered. Multiply the conversion rate by 100. (Already?) Example:
If 50 individuals clicked a link in your email marketing message and you sent 500 emails, the conversion rate calculation is:
50/500 = .
1 \s.1 x 100 = 10
- Monitor list growth
Your list growth? Is it slipping?
Email marketing efficacy affects list size. If your emails are ineffective, existing customers will unsubscribe quicker than new ones.
If your emails are successful, your list will expand.
You need a few metrics to calculate email list growth rate:
(A) New subscribers (B) Total list subscribers (C)
Input these numbers:
A – B/C x 100
If you have 100 new subscribers, 50 unsubscribe, and 1,000 total subscribers, the formula is:
100 – 50/1,000 x 100 = 5
This would be 5% email list growth.
- Check email forward/share rates
Many email marketing initiatives rely on trust-building via authoritative content, not conversions or click-throughs. If so, assess how many subscribers share your material because they find it helpful or entertaining.
To achieve this, divide the number of email shares by the total number of emails sent. The percentage is the final number multiplied by 100.
100 individuals hit your email’s “share” or “forward” link/button. 20,000 emails sent:
100/20,000 x 100 = .5
Your forward/share rate is.5%.
Living Spaces’ email has social sharing icons. These show clicks.
How to tell whether email marketing is working
Email marketing effectiveness isn’t as easy as looking at open rates. To acquire a better picture, go deeper.
Integrate email with other platforms in your IT stack for more sophisticated email analytics. SalesForce integrates email with:
Analytical marketing (like website traffic)
SEO social media
This strategy improves email marketing. It shows how email combines with other marketing aspects to help you strategize. Long-term success requires this. How will you use them in your campaign?