Measuring the Effectiveness of Email Marketing

Post summary:

  • Why people trust email marketing
  • How to measure email marketing effectiveness
  • Five important email marketing metrics you can track

Email marketing is most trusted form of communication with 77% of consumers choosing email over other online channels. There have been claims that email marketing may be on its last breath yet 80% of marketers report email as the strongest performing media buy (ahead of search engine marketing and display marketing). A well-executed email campaign can:

  • • Increase sales
  • • Increase client loyalty
  • • Generate leads
  • • Produce additional repeat business
  • • Reduce marketing costs

Once an email is sent, marketers are left with an abundance of campaign reports. But what are marketers to do with the data?

Avinash Kaushik, the world’s leading web analyst recommends spending 10% of reporting and 90% of actions based on the data. And according to Marketingsherpa, email marketers measure three metrics, open rate, click through rate and delivery rate.

email marketing metrics

Let’s take a look at the top three email marketing metrics.

1. Delivery rates

This metric is the main starting point of your email campaign and is a great metric to monitor the strength of your email list. A high deliverable rate means you ARE reaching your intended audience. A low delivery rate means you need to work on building a healthy subscription list.

Tip: An easy way to improve your lists is to place your email sign up on the front page of your website.

2. Open rates

Once your email has reached your clients inbox, the next challenge is to get the email read. Your subject line will have the biggest impact on your campaign and is what gets the subscriber to click “open”. It needs to catch the reader’s attention and should be relevant to the user to describe what the reader can expect when reading the entire email.

Tip: Research by Implix found that subject lines with more than 25 characters are more likely to be read than subject lines with less than 25 characters.

3. Click through rates

Now that your subscriber has received the email and opened it, it’s time for action. This is solely down to your content – Is your content relevant? Relevant emails will have high click through rates. If your email campaign approach is to send one email to all subscribers your click through rates will be poor.

Tip: To achieve high click through rates, segment your lists by topics of interest. It may result in sending more email campaigns per month, but it will bring more visitors to your website and result in fewer subscribers clicking the unsubscribe button.

Connecting your email data from email to website

The data you measure and actions you take are not just limited to the big three. The next challenge lies on your website. If the reader arrives at your website, but leaves (bounces) due to a landing page that is not relevant to the email, do you still consider your campaign a success?

Here are two further metrics you use to measure the effectiveness of email marketing:

1. Bounce rate on campaign landing pages

The same way targeted landing pages are created for search engine marketing campaigns, the same applies to your B2B email marketing campaigns. The landing page should continue the same message that the email displayed. If your call to action within the email sends your reader to the home page, the reader is more likely to leave the site.

Tip: Use Google Analytics to monitor the bounce rates from your email campaign. A high bounce rate means your email campaign and landing page message are not aligned.

2. Revenue per email and conversion rate

Marketers will be familiar with the website conversion rate if Google Analytics e-commerce tracking is implemented. However, knowing an email conversion rate is a statistic only few know. Track your email campaigns using the Google URL builder to identify how much revenue each email brings and your email conversion rate.

Tip: Identify high performing emails and implement across all segments.

Measuring delivery rates, open rates and click through rates is a good start but by limiting what you measure, you are missing out on highly actionable data that will lead to improved customer satisfaction and sales. However, as the old saying goes “not everything that matters can be measured, and not everything that can be measured, matters”. Next time you send out an email campaign, measure more than the basics and start taking action!

How are you measuring your email campaign data? Please comment below or read more to learn more about campaign management.

Email emplates for B2B marketing

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About Steven MacDonald

Steven MacDonald

Steven Macdonald is an online marketer based in Tallinn, Estonia, Steven has more than ten years experience in the online marketing field and is driven by creating success stories. You can connect with Steven on LinkedIn and Twitter.

8 Comments

Darren Bartlett

about 5 years ago

Thakns Steven. Some great advice on eMarketing. It's certainly a vital part of any campaign. Making sure that the results are measured accuratley and the right action can be taken quickly really shows in the results.

Reply

Steven

about 5 years ago

Thanks for commenting, Darren. Completely agree, email marketing is vital and making sure you are measuring the right metrics is a huge advantage!

Reply

Fred

about 5 years ago

With any email marketing campaign, you should utilize some type of tracking or analytic software. By tracking your campaigns, you can determine what was successful and what failed. By using a combination of post-click analytics, coupon codes and link tracking, you will gain information to help you tweak your next email campaign into one that has a higher success rate.

Reply

Steven MacDonald

about 5 years ago

Great point Fred! Tracking the email once it has been sent and understanding what worked will lead to more successful campaigns. Thanks for commenting.

Reply

Lori

about 5 years ago

Does SuperOffice automatically tag links for Google Analytics to know what the source of the visit was?

Reply

Sverre Hjelm

about 4 years ago

Hi Lori, I guess you are referring to the utm_medium, utm_term, etc variables. They are not tagged automatically (since our software does not know what their values should be), but you can easily add them to your links when you create them in the eMarketing editor. Sverre

Reply

Spark Email Design

about 3 years ago

There are many sources and ways for effective email campaigning but unless you track it is worthless. This blog states best ways to track it. Great post thanks for sharing many users will learn how to track it.

Reply

Steven MacDonald

about 3 years ago

Thanks for the comment. Completely agree! If you don't track your email marketing to identify what works and what doesn't, it becomes worthless.

Reply

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