Email metrics are important to assess whether your email campaigns are working to your advantage. Read on to find out more about email metrics and how you can improve your lead conversion with them.
Email marketing is one of the most used strategies nowadays. It helps businesses engage customers and keep the brand on top of mind. The problem is: many businesses don’t know what to look for to know if their emails are working.
That’s why in this article, we’ll list the most important email marketing KPIs you need to watch out for and how you can improve them.
1. Open Rate
The email open rate refers to how many people opened your email out of the total number of recipients. This metric is important in determining whether your subject line is catchy enough to capture the attention of your target audience or whether your brand is trusted by your target audience to open your email.
According to a study, the average email open rate for all industries is 21.33%, so if you score a better rate, that means your campaign performance is above average.
To improve your email open rates, we suggest A/B testing your subject lines, determining the best time to send emails according to your target audience, or conducting email segmentation for your customers.
2. Click Rate
Click rates refer to how many of your delivered emails resulted in a click. This metric is important in determining the number of recipients who clicked on at least one link in your email.
The average click rate globally is 1.27%, so if your result is lower than that, then you might want to try the following:
- Optimize your email content by making them more timely, relevant, and responsive to your target audience’s needs and interests.
- Testing a more catchy and responsive headline.
- Segmenting your audience
- Changing your lead generation strategy to attract more qualified leads— those interested in engaging with your brand.
3. Conversion Rate
Conversion rate refers to the number of recipients who have completed the desired action in your email— clicking on a call-to-action (CTA) button, making a purchase, etc.
There are a number of ways to improve your conversion rate, which include improving your mailing list, making your email content more targeted, or designing a more appealing landing page, as mentioned above.
4. Email Open Time
Email open times refer to how long your audience is taking to open your emails. The shorter the time, the better. This metric allows you to understand if your audience is eager to interact with your email.
To improve your email open times, try determining the best times for a particular segment (ex: customers segmented based on location or job positions).
5. Email Read Time
Email read times refer to how much time your recipients are spending reading your email content. This is important in determining the relevance of your content to your target audience. The longer the time, the better.
Improving this may require some time and effort (trial and error). But you can start by experimenting with email structures and content types, and by integrating personalization.
6. Email Marketing ROI
Email marketing ROI refers to how much your business is getting from the resources it spent on email marketing like ad spending, manpower, etc. This metric is important to determine whether you should continue with email marketing as a marketing strategy in general.
To improve your email marketing ROI, you need to improve your other email marketing metrics as well. You can also use tools that allow you to implement smart automation.
This means that the tools will handle the email marketing for you such as sending emails based on schedule or when certain conditions are triggered (e.g. a new subscriber).
This reduces the resources necessary to run email campaigns (i.e. you don’t need to hire additional manpower to perform email marketing tasks), which leads to better email marketing ROI.
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