1. Open Rate
An open rate is how many recipients opened your emails. This is an important metric to track before converting your subscribers into paying customers.
Knowing how many people opened your emails can help you identify these things:
- Which subject lines work
- When is the best time to send an email
- Which types of campaigns work well
But what is a good open rate? The average email rate for all industries is 21.33%, according to Mailchimp.
If you can get more, then that's much better!
The following email marketing analytics you need to track is...
2. Bounce Rate
Bounce rate is the number of emails that didn't reach their respective recipients. It's called "bounce rate" because the emails bounce back to the server.
How to calculate your bounce rate?
You just have to divide the number of bounces and the number of delivered emails. Then multiply it by 100.
So, what will you do with this metric?
This will help you identify emails that aren't active anymore.
Let's say you have a high bounce rate... then it might be the perfect time for you to update and capture new emails. Remove old and fake email addresses.
The next metric is...
3. Deliverability Rate
The deliverability rate determines the number of emails sent successfully to their recipients. This is an important metric to track because this proves that your emails are not vanishing into thin air.
If you have a high deliverability rate, it means that your recipients are receiving your emails.
If it's low, you might need to adjust some things... because here are some factors that affect your email marketing campaign's deliverability rate:
- Using free domain addresses
- Too many images
- Difficult unsubscription option
Make sure your emails are landing in their inbox so your effort won't go to waste!
Another metric you need to track is...
4. Click-Through Rate
Click-Through Rate is the average number of people who clicked on a link in your email. So, even if you have a high open rate, it will be better to have an excellent CTR, too.
It means that your subscribers are interacting with your emails.
And by the way, the average Click-Through Rate is 2.6%... so if you aim for a higher number, you're doing amazing!
The next email marketing metric you need to keep an eye on is...
5. Conversion Rate
There are different types of "conversion" for every business. It depends on the goal you have in your email marketing campaign.
If you're promoting a new collection on your ecommerce site, then conversion would mean subscribers purchasing your products.
This is an essential metric because, as business owners.
And that's why you're looking for an effective ecommerce email marketing strategy, right? Because one of your goals is making sales.
Another metric is...
6. Unsubscribe Rate
Having unsubscribers might not be the best thing that can happen in your email marketing campaigns... but they should not scare you!
Why? Because the reason you're tracking these metrics is to make some adjustments and optimization.
So, you need to keep an eye on this metric because if you get a high unsubscribe rate on a specific email, you can evaluate it to see what went wrong.
And last but not least...
7. List Growth Rate
A List Growth Rate is the growing rate of your list.
We can't stop some subscribers from leaving your email list for every email. But that's why you need to compute your List Growth Rate.
This is to identify the average number of people joining and leaving your email list. So, it's an important metric to track.
To make it clearer, this is an example:
So now, what are you going to do with these metrics?
