Email marketing analytics is essential for your email marketing strategy to enter a process of continuous improvement.
Analyzing the metrics that make up your campaign’s performance is fundamental for observing how well your emails are being received by the user and thus improving what is going well and eliminating what is not being communicated.
Email marketing analytics not only monitors the development of your email marketing, but also offers insights to improve your business objectives.
Metrics are numerical data, and against data there is no argument. Hence their importance to the success of a campaign.
But do you know the main email marketing analytics metrics and how to apply them to your email marketing?
In this article, we’ve prepared everything you need to know to make the most of this resource!
Table of contents
The main metrics of email marketing analytics
There are many ways to analyze the results of an email marketing campaign, but the following metrics are essential.
Delivery fee
An email marketing campaign only makes sense when the messages arrive in the recipients’ inbox, right? That’s why email verification is essential, otherwise the campaign won’t even start!
The delivery rate means that the message has arrived in one of the user’s folders, which can be the inbox or the spam box. In other words, this metric only indicates that the email has not been rejected by the provider.
gmail, for example, has 4 receiving tabs: main folder, promotions, social and the unwanted spam box. If your email goes to the spam box, it will still be counted as delivered.
Deliverability rate
Unlike delivery rate, as we saw above, deliverability reveals how many emails actually arrived in the inbox.
However, as each provider has its own criteria for storing messages, there is no way of measuring the deliverability rate exactly. This makes this metric difficult to ascertain.
The free tool www.mail-tester.com is useful for anyone looking to obtain this metric. With the mail tester, you can upload a sample list and thus reasonably predict the deliverability of your email marketing.
Opening rate
This is another way of measuring user engagement. Through the open rate, you can see how many people are interested in reading the message and thus learn about the subject you are communicating.
Through the open rate, you can see if:
- The subject line is arousing the user’s interest.
- The preheader is complementing the subject line well.
- The size of the subject line and the preheader correspond to the space allocated.
- So you can make some improvements to the copywriting of the email if the open rates are low.
This metric can also be used as an A/B testing tool, as the elements measured can be quickly adjusted.
Do you know how to apply the test? See below!
Como realizar um teste A/B
To find out which subject line can achieve the best results with the user, send two emails with different headlines to two segments of the public.
In other words, 50% of the recipients will receive the email with one title, while the other 50% will receive the email with another call to action.
The subject line with the best open rate is the one that should be sent to all the contacts on your mailing list.
In the same way, you can measure the quality of the preheader.
Email marketing conversion rate
Here, we’re going to find out how many people clicked on a specific action, which could be clicking on a link to a landing page, sharing or a sales CTA.
To calculate the conversion rate, you need to divide the number of conversions in the campaign by the number of people who opened the email.
It should be borne in mind that conversion rates increase as the lead makes less effort to convert. For example, a buy button requires more effort from the consumer than a CTA link to online material.
Growth rate
This metric is used so that professionals can see how much their mailing lists have grown over a given period of time.
But how do you make a contact list grow? Landing pages with registration forms are an effective strategy for collecting data online, and this is how an email base grows.
It is important to note that the API for verifying emails in real time is fundamental to the good performance of a data collection landing page.
Without the API, your contact base is susceptible to emails with errors and so, instead of growing, your list moves in the opposite direction: being blocked.
And speaking of growing email bases, learn more about how to create a healthy email list by watching the webinar we’ve shared on our YouTube channel!
What is difficult to see in email marketing analytics
Cancellation fee
Knowing how many people no longer want to receive your messages is important for measuring the quality of your emails. In this case, a campaign with high unsubscribe rates signals that it’s time to review concepts.
It’s important that the unsubscribe button is clearly visible and accessible to the user. Otherwise, the lead may be repulsed and click on the complaint button (this is spam), which is much worse than unsubscribing.
So pay attention to the user experience and avoid irritating the lead!
Rejection rate
Unlike the delivery rate, the bounce rate defines how many emails failed to reach the inbox.
This is due to various types of errors, which can be divided into soft bounces and hard bounces.
The former are temporary errors such as full inboxes, while hard bounces signal permanent or risky errors such as spamtraps, disposable emails and so on, resulting in an invalid contact base.
The main email marketing analytics tools
Google Analytics is a free service designed to track user behavior, not only in relation to email marketing, but also in relation to their browsing on the Internet.
With the tool, you can analyze metrics such as click-through rates, as well as find out how many website users are on your mailing list.
Automation software
There are a number of companies on the market that specialize in email marketing automation. This service is essential for anyone who works with mass mailings.
Automation generates personalized workflows, where you can plan the date and time of the triggers, as well as segmenting your audience according to their stage in the sales funnel.
Among the most popular services offered by these companies are metrics-based reports.
Conclusion
To score well in email marketing analytics, some precepts are necessary:
- Carry out A/B tests whenever possible.
- Observe the quality of the copy, especially in the subject line and preheader.
- Position the unsubscribe button easily within the email.
- Check your email lists frequently.