Mastering bulk email marketing takes patience.. It means incorporating best practices into every campaign you create, avoiding common rookie mistakes, and optimizing emails for increased interaction.
However, these strategies do not ensure success. You must also know how to evaluate the outcomes of your efforts.
These measurements, like everything else in email marketing, are constantly changing. When features like Apple’s Mail Privacy Protection are released, we may see a shift in viewing email marketing success. As a result, staying current is critical.
Take a step back before diving into understanding how much there is to learn about email marketing. Determine your email marketing goals, and then establish how you will assess your performance.
Each bulk email marketing campaign will be unique, specifically if you have distinct goals for each one (for example, generating leads and increasing the number of subscribers). Still, there are a few basic metrics that any email marketer should be able to manage.
Every Marketer Should Know These Email Marketing Metrics
- Open rate – The open rate has always become one of the most basic and widely utilized KPIs among email marketers. Open rate measures how involved our subscribers are and how successful various subject lines are by monitoring the proportion of readers who open a certain email. However, when Apple makes Mail Privacy Protection widely available, it will effectively stop open-tracking for those who choose to utilize it, making the open rate an unreliable indicator. And, as other email providers follow suit, the open rate will become increasingly unreliable.
- Conversion rate – The number of individuals that clicked on your link is measured by the click-through rate, whereas the number of people who went to the site and then took a specified action is measured by the conversion rate. For instance, when you include a link in the mail inviting your subscribers to join in a sale, the conversion rate will indicate what proportion of those who followed the link purchased something. Conversion rates give you a unique view of your return on investment.. It’s easy to tell if the money you’re investing in a marketing campaign is paying off when you see how much you’ve invested and how many subscribers have converted.
- Unsubscribers’ number – Unsubscribes can be easily measured. Any bulk email service provider will inform you how many users unsubscribed after receiving one of your emails. This email metric is typically visible on either your main screen. Unsubscribes in large numbers might be distressing. However, email marketers place a high value on this email marketing indicator and consider unsubscribes to be a good sign that you’re fine-tuning your customer base. Furthermore, clearly stating the option to unsubscribe lets subscribers know that they have a say in what type of content they get from the brand and when they receive it, which helps create trust.
- Spam complaints – It might be demoralizing to have your emails labeled spam. You may decide to disregard these instances, but spam concerns must be taken seriously. Bulk Email service providers want to maintain quality and keep track of spam complaints. If this rate becomes too high, the smtp server provider may decide to take action against you and block your account. Although the bulk email service provider will most likely monitor this number for you, you should keep a close eye on it yourself to ensure that your emails are technically sound and that your copywriting fulfills your expectations. Avoiding spam filters is crucial for increasing the number of clicks, conversions, and opens from your bulk email campaigns.
- Rate of click-through (CTR) -Another common statistic for determining how effectively your campaigns are functioning is CTR. CTR indicates how many users click on your email’s links. For example, if you added a link to claim an offer, CTR would show how many subscribers clicked on it. There are a few methods to increase the click-through rates while writing an email. Include links in relevant places throughout the email and eye-catching and prominent call-to-action buttons that subscribers may use to redeem your offer. Open rates are usually substantially higher than click-through rates. The average click-through rate for most campaigns is barely more than 2%.
- Bounce rate– You should keep track of the bounce rate when delivering an email campaign. The bounce rate indicates how many subscribers did not get your email. Soft bounces are used to track transitory issues with email addresses, whereas hard bounces are used to track persistent problems. When you compare bounce rates to open rates, you may get a better idea of the quality of your subscriber’s lists. Your list may be comprised of fraudulent email addresses, obsolete email accounts, or addresses with typos if you have a high frequency of hard bounces. You can reduce bounce rates in advance by demanding a dual opt-in, which requires users to confirm their email address and that they want to receive an email from your company.
- The list growth rate measures list growth rate – The list growth rate. Take the number of new members and the number of unsubscribers, divide by the total of email accounts on your list, and multiply by 100 to get this amount. It’s natural to lose subscribers, so focus on strategies to build your list, engage existing members, and discover new devoted customers.
- Email sharing – The proportion of recipients who shared your post on social media or passed it to a friend is measured by the forwarding rate/email sharing. The forwarding rate, also known as sharing, is an important measure to track since it indicates how many brand followers you have, and it shows you what proportion of your email subscribers suggest your mails to others. Developing brand champions by bulk email marketing is a smart tactic, especially since social media posts affect 81 percent of consumers’ purchasing decisions.
- Return on investment (ROI) – Every marketer should keep track of overall email ROI, and it shows you your campaign’s overall return on investment. You can figure this out by subtracting the money you earned in sales from the cash you paid to execute the email campaign, dividing it by the money you invested in the email campaign, and multiplying by 100. Email marketing is an investment, but it provides the best return on investment of any digital marketing technique.
- Rate of email sharing -The bulk email sharing rate reflects how many times a receiver shared your email on social networks but has nothing to with how many times the email was shared via email. The “share this” option on your email calculates this metric. Divide the number of “share this” clicks by the total number of emails sent and multiply by 100 to get this rate. This statistic also helps you to create some helpful email benchmarks.
The top 10 email marketing services metrics that every marketer should monitor are as follows. Even if several of these measures are undergoing significant changes, they are still important to understand.
When it comes to measuring the success of your efforts, seek bulk email marketing help from DigitalAka, which can help you with making your campaigns successful.