What are the Key Metrics for Your Email Campaign?
Starting out in the world of e-mail marketing can be a daunting process; the jargon surrounding the discipline is often far removed from a traditional marketers vocabulary. Here we give you a run-down of some of the metrics that you will come across along the way.
It is a two-sided indicator: it is indispensable for measuring the success of one’s campaign, but it may also be quite misleading.
This rate is calculated in relation to all e-mails the recipient has accepted. Due to the nature of the e-mail protocol, counting this rate cannot be done if a given e-mail contains only text (rather than graphics). In addition to such constraint, some clients allow users to scan contents without displaying graphics on screen. Hence one’s metrics will have a certain degree of inaccuracy.
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Finally, the true open rate should not be mistaken with the rendering rate, i.e. the rate of e-mails for which images have been downloaded. Users may indeed read the e-mail without displaying the pictures it contains. The open rate is a relative indicator, which means it will be very efficient to make comparisons. It is primarily useful over a long period of time, by measuring the rate’s evolution; one will draw insightful and productive conclusions out of it. ดูบอลสด
The click rate is also calculated from the number of accepted e-mails. This is a second step in your sales funnel: the target acknowledges the message and only then may or may not show interest. The click rate is therefore very important as it measures the audience’s reactivity. Moreover, contrary to the open rate, a click can always be accurately tracked.
SOFT & HARD BOUNCE RATE
This rate is expressed with the number of e-mails sent. There are two types of bounce: soft and hard, the first being less problematic than the second.
“Hard” bounce means that the problem is a dead-end: either the address does not exist anymore, is not correct, or the recipient refuses any type of request. “Soft” bounce is more temporary. It may be the result of a technical problem, or an inbox over its capacity.
Such indicators are calculated with regard to the total number of e-mails.
This rate should be kept as low as possible: from all e-mails sent, it represents the number of people who clicked on the “flag as spam”. With low quality lists or irrelevant content, there is a chance of your e-mail being flagged as spam. To avoid this, always use verified lists, and research the demographics that you are targeting.
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The unsubscribe rate is calculated according to the number of e-mails opened. Often considered as a painful self-cleaning, it should not be seen as an entirely negative metric. On the contrary, it tells a lot about e-mail perception by the recipient.
Always ask yourself: is it my message or my targets that are inappropriate? \test by using different segmenting techniques and content subjects to find the tone and the target that best fits your offering.
There are a few more metrics that you will come across, but they are likely to be related to your method of ROI measurement and/or operational goals related to the campaign. Generally they will relate to the terms above and be a simple cross comparison with cost, sales, actions, etc.
ThomsonLocal are a B2B and B2c Direct Marketing and Email Marketing provider, get in touch for further guidance in your marketing efforts.
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