6 Email Marketing Metrics Every Marketing Person Should Know

Email Marketing Metrics

In this digital world, Email Marketing is trending. There are certain metrics for Email marketing which every business owner and marketer must be aware of. These metrics let you measure your campaign success. Email Marketing Metrics helps you learn to open of your emails, total clicks received conversion rate, a growth rate of your subscription list, shares on social media networks, reports of abuse and bounce rate. Here are the key metrics that every business owner must know before running an Email Marketing Campaign:


1.   Open Rate
It is a measure of how many recipients open or view the email. It is normally expressed as a percent and is generally it is calculated as – 20% of open rate would mean that of every 10 emails delivered to the inbox, 2 were actually opened. This is one of the top Email Marketing Metrics.
According to Smart Insights, the average open rate was 22.87% for email marketing campaigns across all industries. A 2012 study by Silverpop found the typical open rate was 19.9% in the US, while an analysis by Epsilon stated 27.4% was a good benchmark for open rates.To know how to increase open rate, read here best practices for email subject lines to increase open rate


2.  Click Through Rate(CTR)

It is a measure of how many clicks you receive when the email gets open. It is also used to measure the success of email campaigns for a particular website and its effectiveness. It is another important metrics.


3.  Bounce Rate
When an email gets rejected by subscriber’s email server, then it is called Email Bounce. When this happens, the mailer will receive an automatic notification of delivery failure. There are two types of Bounce: Soft Bounce and Hard Bounce.
Hard bounce stipulates that the email is not delivered due to some permanent reasons. There are several factors for the reason behind the hard bouncing of emails, but the supreme reason is a permanent failure of email address.
The email addresses which are valid and reaches the email server mailbox and bounces back due to some temporary reasons which may include mailbox full are Soft bounces.For more information on Bounce Rate, read here why does email bounce.


4.  Spam Rate

It is the ratio of emails that are not delivered to the inbox but the junk folder. The most terrifying moment for an email marketer is – High Spam Rate. The whole email campaign goes in vain if your email gets in the junk folder of the recipients. There are certain factors that are responsible for the email deliverability to the recipient inbox.

For more information on Email Deliverability, refer 10 best approaches to stop sending spam email and improve your email deliverability OR 11 tips for increasing email deliverability


5.  Churn Rate

Churn rate is the annual percentage rate at which customers stop subscribing to a service, just like employees leave a job. Most of the marketers are still not aware of this term.  As an example, a company that started last quarter with 100 customers and lost 3 over the course of the quarter would have a churn rate of 3%. An average churn rate is about 25% every year, which not considered being a very good analysis. This means that most marketers will have to add 25% to their list every year to maintain the size of the list.


6.  Conversion Rate

It is the measure of a number of visitors that gets converted into paying customers.  For example, the following are specific conversion rates that an organization may track: The percentage of website visitors who fill out a form, call your company, or purchase something from you online.


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