6 email marketing metrics you should be tracking for better performance

6 email marketing metrics you should be tracking for better performance

Most people aren't doing email marketing, which is a sad thing, because it has one of the best ROIs of any marketing tactics available to us.  Other than being a great way to do online marketing, you need to understand what to look for when it comes to the statistics of those emails, and that's what this discussion is all about!

If you're not doing email marketing right now, you need to start, and then this discussion will start to hold value within your mind.  You can't just wing it with email marketing, you need to know what all the statistics are and which ones to follow closely.  Sure, a great open rate is what you really want but if you're not getting any click-throughs, what's the point?

Below I'll be going over 6 metrics you need to watch if you want to have the best performing email marketing campaign possible.


Your bounce rates
A bounce rate when it comes to website traffic is how often someone lands on your website and doesn't view the second page.  This means they were not interested enough to read through to a second page, and that's never good.

With email marketing, a bounce rate is when your email doesn't get to it's designated target, and this is likely due to the email not existing or something wrong with the server it's going to.  You'll want to clean up your list to get rid of all these types of emails because the lower your bounce rates, the better your list will be in the long run.

The opt-out rates of each email sent out
When you're getting a lot of opt-outs, it's usually because people forgot who you were or you're sending out garbage content and promotions too often.  This is why you'll need to send out one or two newsletters a week that are essentially recaps of what has happened since the last newsletter and they can't always have promotions in them.  People don't like ads, and they really don't like them within an email, so just give them quality content and they will come to your website to decide if they want to make a purchase.

The open rates of your emails
This is pretty obvious, but your open rates are when people actually open your emails and don't just delete them as soon as they land within the inbox.  The better your open rates, the better your titles were, and that means if you have low open rates you need to rework your approach.

Optimize your titles and you will see your open rates increase drastically

The CTR of links within your emails
Now, you've gotten people to open your emails and read what was in them, but are they clicking?  If they aren't clicking, it's likely due to the fact you're loading up your emails with links, and people hate advertisements remember?

Just add in one link into the description/body of the email and one in your signature to increase your CTR.  People will see this as an acceptable amount of links and they might click through to see what you're talking about.

Your conversion rates from email to sales
If you're running the absolute best email campaign possible and getting a high open rate as well as a click-through rate, but you're not getting any sales, you need to rework something in your operations.

You might be misleading people to think something and then they get to your website and see something completely different, which will make them leave right away.  You could also have something going wrong on your website that prevents them from getting to the purchase page or shopping cart, so be sure everything is operational before devaluing email marketing.

Gross and Net revenues from the sales
Your gross revenues from sales are the total amount of money coming in from sales and the Net is what your actual profits are.  Gross profits are important, but if you don't know your Net then you're not actually sure how much you're making with your email marketing campaigns.  So know your profits and you will be able to see if your email marketing is working how it's intended to.


In conclusion
Knowing all of the metrics above will help you decide if you're doing everything right or if you need to work on a few things to make everything work better.  Email marketing isn't the easiest thing to do because it takes time in order to be successful, but you can gradually build it over time and fine tune it along the way.  Boost your traffic, your email captures, and your profits will likely go up as well due to a strategic email marketing campaign


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Tommy Carey