Analyzing and studying data related to sent newsletters and evaluating their respective performance is essential to understand the effectiveness of our message and areas for improvement. E
mail marketing is a trackable strategy in many ways, allowing for in-depth analysis of users who have interacted with our communications.
Email marketing metrics can be divided into two main categories: on-mail KPIs, which refer to user interaction with the message itself, and off-mail KPIs, measurements that originate from emails but occur elsewhere, such as on websites, blogs, and e-commerce. The most important data related to a strategy like email marketing concerns the funnel leading to the conversion rate.
The delivery rate represents the total number of messages sent that actually reached the recipients.
The open rate represents the number of emails opened compared to the total delivered.
Click-Through Rate (CTR)
The click-through rate represents the number of clicks on links within the sent message divided by the number of delivered emails. This metric is determined by the content of the email and for better performance, it is recommended to conduct different tests on style, photos, and CTAs.
Click-to-Open Rate (CTOR)
The click-to-open rate represents the unique clicks compared to the unique opens, thus providing a more specific data to measure the level of interaction. This data is useful to understand how many readers close the emails shortly after opening them and how many instead interact with the content.
The conversion rate is an off-mail KPI and measures the effectiveness of the message based on the initial objective. In fact, each email starts with a clear objective, resulting in an action that users should take, thanks for example, to CTAs included in the email, such as purchasing a product or service, reading or downloading a paper, or signing up for an event.
In addition to these indicators, there are others to be monitored to provide evidence of the effectiveness of the messages sent.
The bounce rate represents the percentage of email addresses that returned an error following a sending attempt. These errors can be of two types: permanent, also known as hard bounces, such as when an email address is non-existent or invalid, or temporary, also called soft bounces, when the recipient’s email inbox is full or encounters temporary problems with servers.
This metric represents the number of users who decide to unsubscribe from the communications sent. It is important to understand the reasons that drive users to unsubscribe: collecting the reasons by filling out a short form can be a best practice to understand the next steps to take. The reasons are often related to the amount of email received, the lack of interest in the communications, or the poor balance between value and commercial offers.
It is important to analyze from which device the communications are opened. Each company and newsletter may be in different situations, although for most cases, users read emails mostly from mobile devices. For this reason, it is useful to analyze the opening data and structure the newsletter, both graphically and in terms of content, in a mobile-friendly way.
The spam score indicates whether an email has ended up in spam. If this indicator is high, it is an indication of low message quality or an IP that is poorly perceived by the systems.
Other aspects to consider in performance analysis, as previously mentioned, are the days and times of email sending to identify the days and time slots in which the community interacts most. In addition to this, it may be of interest to have a click map, which is a tracking of all clicks made by the user within the email. If different links or references to the website are included, this tool can show the contents that have attracted users the most, identified with a number that corresponds to the number of clicks made on that particular link.
The last data, but not the least important, concerns geolocation: having a view of the readers of our communications and the countries of origin allows us to better construct the emails and build ad hoc lists in case we are faced with a foreign audience in order to send them messages in English or any other chosen language.
Therefore, monitoring and analyzing email data and performance are fundamental activities to evaluate the results of an email marketing campaign. Setting goals upstream and precise KPIs allows for a more in-depth study and a more concrete evaluation on which to base subsequent campaigns.