How can a marketer save face and ensure that their emails are profitable? This can be done by tracking email marketing metrics and constantly optimizing campaigns . You need to consider the following three categories of metrics in your subscriber activity reports to ensure that your emails are profitable:
Campaign performance and engagement metrics.
Condition and return indicators.
Profitability indicators.
These metrics are not measured separately. Campaign analysis is a complex task that requires a comprehensive approach to your overall email marketing strategy. So, here’s what you need to effectively optimize your emails:
Measure campaign performance against your specific marketing objectives;
compare the overall health of your email channel with previous performance indicators of your marketing activities;
Link business and customer base metrics (including revenue) to your email marketing analysis and review campaigns based on real conversion and sales metrics.
Your brand should be interested not only in a high open rate (usually companies don’t care about this at all), but also in the revenue generated from your campaigns.
Let’s take a look at campaign metrics and learn how email campaign performance is measured.
Three Smart Ways to Measure Campaign Performance
The key to properly measuring the effectiveness of your email campaigns is to be consistent. Consider the items on this checklist to ensure that the metrics you’re measuring are truly important:
1. Select up to three key metrics honduras virtual phone numbers related to your business goals and marketing strategy and focus on growing them when optimizing your emails.
Example: If the main goal of your marketing strategy is to attract people to your brand, then your emails should be aligned with that goal. Therefore, CTR, social shares, and ROI should be your primary metrics.
2. Choose a uniform approach to calculating results.
Example: Your calculations will always be correct if the social shares metrics are calculated for all campaigns using the same formula and the same time periods. Also, it will be great if you add the “Share on social media” option to each newsletter.
3. Focus on automated metrics calculations.
As you already know, your time is your money. Building unhealthy tables with scary calculations can waste a lot of time and not get any benefit. Therefore, it is worth choosing a tool that will help you process the indicators and get a report in just a few clicks.
These tips will help you measure everything in the best possible way. Now we’ll look at the campaign performance metrics you can track:
general and unique discoverability;
open reach (the number of contacts who opened at least one email over a given period);
click-through rates (CTR);
unsubscribe rate;
number of spam complaints;
number of transfers;
reposts on social networks;
campaign return on investment (ROI).
Additionally, your email engagement metrics should include things like shares and clicks. Your email provider may also give you the option to analyze your email hot map, which is a fantastic way to see how readers are interacting with your emails and which links are most effective. And with the help of your email service’s tools, you can use engagement metrics as criteria for dividing your contact base into groups and segments.
But enough theory. Let’s find out how to calculate subscriber activity indicators.
Subscriber Base Quality Metrics: Details
To adapt to changing marketing challenges, you should know the basics of how each metric is calculated. Additionally, some metrics can be calculated in more than one way, so you can choose the method that best suits your approach. Keep in mind that the calculations themselves do not ca cell numbers affect the actions you need to take. We will give you some tips on how to improve the situation if your metrics are too low, too high, or have remained stagnant for a long time.
A few words about measurement
In email marketing, measuring metrics is no more difficult than in any other type of marketing – you need to choose a reliable tool, test it and use it on an ongoing basis. When it comes to email to find out the date of creation of the site campaign metrics, the main tool here is your ESP . You will find the results of the measurements in the campaign reports.
So, let’s look at all the metrics mentioned above and find out how to improve your subscriber base performance.
Overall and unique discoverability
Every subscriber activity report should include these metrics because they reflect the percentage of recipients who opened your emails.
