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Email Marketing Metrics that Matters

January 24, 20243 min read

Email marketing remains one of the most effective digital marketing channels for businesses looking to engage their audiences. But how do you know if your email campaigns are actually working? It's essential to pay attention to key email marketing metrics to understand your results and optimize future campaigns effectively. From open rates to click-through rates and conversion rates, tracking these metrics provides invaluable insights into the performance of your email campaigns. Whether you're a small business or a large corporation, understanding these metrics can help you fine-tune your strategies and achieve better results. Partnering with an email marketing agency can further enhance your efforts, ensuring that your campaigns are not only effective but also aligned with your broader marketing goals.

Key Email Marketing Metrics for Meaningful Insights

Open Rates

The open rate represents the percentage of your recipients who opened your email. This indicates whether your subject lines and email copy are compelling enough to get opened.

Aim for open rates of 20-30% or higher, depending on your industry. If your open rates dip lower, re-evaluate your subject lines, preview text, timing and overall email content.

Click-Through Rates

The click-through rate (CTR) is the percentage of recipients who clicked on a link within your email. This helps determine how appealing your call-to-actions (CTAs) and email content are.

CTR varies widely by industry from under 2% to over 8%. Generally you want to see CTRs of at least 2-3%. Highly targeted emails can yield CTRs of 5% or more.

If your CTR is low, try switching up your CTA placement or wording. Ensure content is engaging and relevant before asking readers to click.

Bounce Rates

A bounce rate is the percentage of emails that are returned or ‘bounce’ because the address is invalid. High bounce rates indicate your email list is out-of-date with inaccurate subscriber data.

Aim for bounce rates under 2%, though bounce rates between 2-5% are common. If your bounce rate creeps higher, scrub your list to remove defunct email addresses. Maintaining an updated, targeted list improves deliverability.

Unsubscribe Rates

The unsubscribe rate is the percentage of recipients who opt-out of your emails by clicking ‘unsubscribe’. A high unsubscribe rate suggests recipients find your emails irrelevant or too frequent.

Shoot for unsubscribe rates below 0.5%, though 1-3% can be acceptable in some industries. If unsubscribes spike, review your email content, frequency and segmentation strategy. Sending more targeted, personalised emails can help lower opt-outs.

Conversion Rates

The conversion rate is the percentage of recipients who took your desired action after receiving your email. This could be making a purchase, signing up for a webinar, downloading content or another goal.

Conversion rates vary greatly by industry and email goal - anywhere from 1-30% is common. Compare your rate against your industry baseline to gauge effectiveness. Test different CTAs, content and special offers to lift conversions.

Email Engagement

Engagement metrics provide useful insights into how your recipients interact with your emails. Especially important are click-to-open rates, which show the percentage of opens that resulted in clicks.

Higher click-to-open rates mean your content encourages readers to take action. Social sharing buttons also let you track shares, providing helpful feedback on engaging content.

Reviewing these key email marketing metrics regularly through analytics tools will help you continuously optimise your approach. Pay close attention to open, click and conversion rates after each campaign to identify what’s working (and what’s not). Testing changes to boost engagement can improve performance over time.

For hassle-free email marketing analytics, partner with Business Warriors. We’ll help you dig into the metrics, draw insights and maximise your email success. With the right metrics approach, you can future-proof your effective email marketing strategy.

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Jarrod Harman

We specialise in helping Impact driven salons, clinics and spas get more bookings for their business and help them scale using the Grow A Salon Signature Growth System to become the number one go to in their area.

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