Top 3 Metrics That Determine The Success of an Email Marketing Campaign.
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If you do not measure your email marketing campaigns, how can you measure your success? The short answer is “you can’t.” Metrics are the oh so important measuring sticks that make it possible to track your campaigns, and access their performance. Moreover, they provide a way to determine their success. This article will expose the top three metrics you need to be following to determine if your marketing efforts are making an impact, or if adjustments need to be made.
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1. Deliverability Rates
Deliverability is a key metric that provides a picture of how many of your messages were successfully delivered to the inboxes of your subscribers. 100% deliverability would be great, but this is difficult, if not impossible to achieve for a number of reasons. These reasons range from bans enforced by ISPs to old mailings lists that are desperate need of a good cleansing. While hitting 100% is likely out of the question, you should strive to get as close to this number as possible. There are actually marketers who are enjoying deliverability rates of 95% and higher. The rates you yield usually depend on your ESP, and your reputation as a sender.
2. Open Rate
The open rate is another important metric that provides insight into the success of your email marketing campaigns. You can’t address issues such as clicks and conversions if you don’t know if recipients are even opening your messages. However, it is also important to note that open rates can be very deceiving and thus, provide you with an inaccurate assessment of performance. To combat this issue, it is advisable to not only view the total number of opens, but the total number of unique opens as well. The average open rate isn’t very high, but if your unique ratio is less than 10%, it may be time to go back to the drawing board and fine-tune your strategy
3. Conversion Rate
Last but not least is the conversion rate, the metric you need to follow to determine how many emails resulted in a sale or whatever end goal you have assigned for your campaign. This one is heavily dependent on your deliverability rates, open rates, and other metrics. If you are doing well in those areas, this one will likely improve automatically. Keep in mind, though, that other aspects of your campaign also weigh into the equation. These include the value of your offer, your unique value proposition, and most importantly, your ability to meet the needs of the consumer.
Conclusion
Understanding these metrics and how they can help measure the success of your email marketing campaigns is vital. Looking at all the numbers can be confusing for the marketer that is just starting out, but if you need help making sense of it, don’t hesitate to turn to your ESP for assistance. After all, there is no point in wasting your efforts and resources on a campaign that isn’t producing the results you need to be successful, especially in this economy.
