As the economy changes and consumer behaviors adjust to it, the email marketing metrics you should be focusing on have evolved significantly as well. If you’re going to grow a successful brand in 2024 and beyond, it is important to study these 8 key email metrics in your campaigns. Learn why each metric is important and find tips to calculate and optimize these metrics for your business.
1. Click Rate
Definition: Click rate measures the percentage of recipients who click on any links within your email out of the total emails delivered.
Importance: This metric is a vital indicator of customer engagement, influenced by deliverability, opens, and clicks.
Calculation: Total unique clicks / Total deliveries.
Optimization Tips:
- Segment your email lists effectively.
- Create personalized compelling subject lines.
- Test content variations.
- Optimize for mobile devices.
- Strategically place CTAs.
- Create urgency.
- Schedule emails based on our best days for sending emails here
- Personalize email flows.
2. “Active on Site”
Definition: Measures the engagement and interest of users on your website after clicking through from an email.
Importance: Provides insights into product interest and buying intent.
Optimization Tips:
- Segment your audience based on site activity.
- Create interactive content.
- Improve website experience (e.g., detailed product pages, fast loading times, and mobile optimization).
3. Conversion Rate
Definition: The percentage of email recipients who take a desired action, typically making a purchase, after clicking through.
Calculation: Total conversions / Total email deliveries × 100.
Optimization Tips:
- Simplify the purchase process.
- Offer multiple payment options.
- Provide comprehensive product details.
- Add live chat support.
- Create a mobile-friendly checkout.
4. Revenue Per Recipient (RPR)
Definition: Measures the revenue generated per email recipient.
Importance: Indicates the financial efficiency of your email marketing efforts.
Calculation: Total revenue from emails / Total email deliveries.
Optimization Tips:
- Refine segmentation strategies.
- Use zero and first-party data for personalization.
- Tailor messages to specific segments like VIP customers, holiday shoppers, and cart abandoners.
5. Deliverability Rates
Definition: The percentage of emails that reach recipients’ inboxes.
Importance: Ensures your emails are seen and not bounced or flagged as spam.
Calculation: (Delivered emails / Sent emails) × 100.
Optimization Tips:
- Regularly clean email lists.
- Implement sunset flows.
- Use double opt-in.
- Make unsubscribing easy.
- Personalize email content.
6. Unsubscribe Rate
Definition: The percentage of recipients who unsubscribe after receiving your email.
Calculation: (Unsubscribes / Delivered emails) × 100.
Optimization Tips:
- Improve CTR and email deliverability using the strategies mentioned above.
7. List Growth Rate
Definition: Measures the rate at which your email list is growing.
Calculation: ((New subscribers – Unsubscribes) / Total list size) × 100.
Optimization Tips:
- Offer discounts for sign-ups.
- Partner with other brands.
- Use referral programs.
8. Return on Investment (ROI)
Definition: The financial return from your email marketing relative to its cost.
Calculation: ((Revenue from email – Cost of email marketing) / Cost of email marketing) × 100.
Optimization Tips:
- Focus on segmentation.
- Personalize content.
- Engage empathetically with your audience.
By tracking and optimizing these email marketing metrics, you ensure the success of your campaigns.
If you’re doing it on your own, get a consistent reporting cadence—bi-weekly, monthly, or quarterly—to understand both overall email list health and specific campaign performance.
For expert assistance to maximize these metrics and drive better results from your email marketing efforts, reach out to us at +1 307-271-5184 or visit Abervin Digital.
