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The key to executing successful email marketing strategies is figuring out what wins your specific audience and tracking that data over time. Like every other marketing channel, email marketing is also being used to issue spam, which is why the ROI of email marketing has gone down drastically. To prevent having your emails marked as spam by customers, it’s crucial to identify the key metrics to measure your email marketing funnel or ROI.

However, there are some basic metrics that every email marketer should learn how to track.

Measuring Click-Through Rate: Click-Through Rate (CTR) refers to the number of clicks on links within an email as a percentage of emails opened. CTR isn’t an ultimate email marketing metric. CTR gives you direct insight into how many people on your list are engaging with your content and interested in learning more about your brand or your offer.

Open Rate: The percentage of email recipients who open a given email is nowhere near as significant as the percentage of recipients who click a given email. It’s not just that opens are less critical than clicks, but they’re vastly less critical.

A lot of people would dismiss the open rate as a meaningless metric. However, it tells you how well your email performed compared to others, and there is some value. It can be helpful to compare it with another email campaign you sent to the same list with the same subject line and content.

Recognizing that most people in your target audience don’t read past the subject line, it makes sense to craft compelling headlines that encourage individuals to open and click through the email.

Conversion Rate: One of the most common ways is by measuring your conversion rate. It is the same as your website’s conversion rate. Conversion Rate is the percentage of the recipients who opened and clicked on a link in your email and completed the desired action, such as purchasing a product or filling out a lead generation form, even subscribing to your platform, etc.

The email conversion rate shows you how effective your email marketing campaigns are and helps provide a benchmark for future email marketing campaigns. Measuring and curating the right analytics is very important when determining the strength of your current email campaigns.

Tracking the Bounce Rate & Spam Count: Email Deliverability is a critical metric, as we all know. We want to be confident that our campaigns are reaching our contacts’ inboxes.

It is the percentage of the total emails sent but could not be delivered to the recipient’s inbox. It may sound straightforward to most people. However, a lot of complexities are hidden behind this definition.

If you are not appropriately segmenting your email target list, you are sending a massive volume without a qualified warm-up plan, or even if your emails are getting trapped into spam filters, and so on.

Though a bounce rate doesn’t directly link to your email marketing goals, you should still look at it to ensure significant email deliverability and avoid any further issues like affecting IP reputation, too many hard bounces affecting your brand’s reputation as a spammer.

Email Sharing/Forwarding Rate: Ensuring email engagement is based on another important metric: the sharing or forwarding rate of an email measured by the percentage of email recipients who clicked on a Share Button to post email content to a social network or who clicked on a “forward to a friend” button.

An email containing at least two social sharing features (such as buttons, links, or other clickable items) could use the highest click-through rate for anything in the analysis. If an email contained a “send to a friend” feature, this was analyzed separately from the social sharing features. Social sharing and “send to a friend” features were analyzed together in each study only if both types of features were present.

List Growth Rate: Every email list is going to experience natural decay. Email addresses expire, and people move on — that’s just the way things work. You have an important job: making sure your list doesn’t get lazy and complacent and that it remains strong and vibrant.

Unsubscribe rate: Watch for trends in your unsubscribe rate, especially after you make a change like segmenting, a template redesign, or a new sending schedule. If the number of unsubscribes suddenly goes up in response to the change, you’ll need to reconsider the alteration.

Remember that people who unsubscribe don’t want to be on your list and they are voluntarily leaving, which is much better for the long-term health of your deliverability.

Source: https://www.kenscio.com/resources/email-marketing-metrics-brands-should-be-measuring/

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