Top Email Marketing Metrics

Top 4 Email Metrics You Should Focus On


What makes something a success?

Like always in life, it all depends on your standpoint. You see, different people, businesses and organizations have different agendas.

Therefore, it is virtually impossible to say with a 100 percent guarantee that a certain metric can determine the success of any marketing campaign. Luckily, it is much easier to determine one’s agenda when it comes to their email marketing efforts.

Because of this, it is also easier to determine which metrics discover it the best.

So, here are four metrics that are of paramount importance for all aspiring entrepreneurs willing to see how well their email marketing fares against their expectations.

1. Email Marketing - Return On Investment (ROI)

The first and foremost metric that you need to worry about is the ROI of your email marketing. Seeing as how most small and medium enterprises (SMEs) and startups, work on a limited budget, the ROI rate is a determiner on whether investing in a trend is worth your while, in the first place.

When it comes to email marketing, several studies claim that it boasts an average ROI of 4400 percent. In other words, for every $1 you invest in your email marketing, you are supposed to see $44 dollars in profit.

Seeing as how this is an industry average, you can easily use it as a starting point in order to see whether your own campaign does better or worse.

Needless to say, with adequate PPC Management techniques and platforms you can get much more from your emails. We are talking about methods such as using paid search in order to fuel your email lies and A/B testing your PPC methodology. Apart from this, uploading your email list to run identity-based PPC ads, as well as leveraging remarketing ads also have the potential to become game-changing.

Still, it is always good to know where you stand before you actually start applying any of these techniques.

2. Click Through Rate

One of the problems with taking the ROI as the absolutely dominant metric lies in the fact that not every email leads to your e-store. Therefore, it might be a bit more effective to focus on your click-through-rate (CTR).

What this metric determines is how likely people are to click on the link or call-to-action (CTA) button you leave in your email.

If the end goal is to gain subscribers, website visitors or poll participants, calculating CTR is much more insightful than worrying about the ROI, which comes further down the line.

Luckily, there are numerous techniques that can help with your CTR. For instance, it is known that emails with a single CTA button yield 371 percent higher CTR than their counterparts with multiple CTAs. This, at least, is an efficient change that is easy to embrace.

3. Conversion Rate

Perhaps the most controversial topic within the digital marketing community is that of the significance of website traffic.

On the one hand, the number of inactive visitors may be considered as nothing more than a vanity metric. The reason behind this is quite simple – none of these people are paying customers or subscribers. Therefore, you need to focus on those who are actually willing to take these steps and ‘convert’ into one of the groups mentioned in the previous sentence.

For this, you need to look out for your conversion rate.

Calculating it is quite simple, you take the number of visitors on your website who actually took an action, divide it with the number of your total visitors and multiply it with 100. In that way, you get your website’s conversion rate in percent. 

Email Marketing

Unfortunately, there are several problems with taking the conversion rate as the ultimate indicator of your email marketing’s success.

First of all, your website might on its own be enough to make conversions, which means that your email simply drove an audience to the homepage, which is where their effect stopped.

Second, not everyone who doesn’t convert can be counted out. You see, different customers are in a different position of customer cycle, which means that there is still a possibility that they will be converted later on.

4. Bounce Rate

In the previous three segments, we discussed the metrics which can determine if your email strategy is performing great, now, we’re in for something completely opposite – the bounce rate.

Bounce rate is the number of people who abandon the website you’ve sent them to as soon as it loads. (Basically just visiting one page and leaving)

For Google, this raises a no small number of red flags, seeing as how it might indicate that you’ve used various black hat techniques to lure them in.

Needless to say, a high bounce rate will almost always result in the decline of your SEO rank, which is something you want to avoid at all costs. Fortunately, this can be done quite effortlessly through basic tools like Google Analytics.

Email Marketing Metrics Conclusion

At the end of the day, if there is one thing we’ve made clear throughout this piece is that no single metric can ever reveal all you need to know about your email marketing campaign and its effects. Because of this, you need to track as many relevant indicators as possible.

For those working with a skeleton crew and a tight budget, the above-listed four metrics should be the bare minimum they need to focus on.

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David Koller is a passionate blogger and copywriter for Media Gurus, mainly interested in SEO and Digital Marketing.

(Last Updated On: January 31, 2018)

About the Author David Koller

David Koller is a passionate blogger and copywriter for Media Gurus, mainly interested in SEO and Digital Marketing.

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