5 Email Reporting Metrics To Follow

Understanding the results of your email marketing campaigns can help you understand  your audience better, accurately report on findings with confidence and help you make the most of your email reporting metrics and resources. Taking key metrics into account is the first step to improving your results.

Start by deciding how you would define the success of your campaign. Maybe you’re hoping to achieve an increase in new subscribers, greater traffic to your site and/ or more opens and click-throughs from your mails to other parts of your user’s online journey with your brand. By pinpointing your key objectives and dividing them into prioritised metrics, you can start to accurately measure the success of your campaigns, and adapt them for better returns.

Working with key metrics

  1. Opens - The number of people that open your mails is relative to how many of them are enticed by your subject lines and pre-headers, as well as how they react to you as a sender and the times that you are sending your correspondence.
  2. Clicks/ Click Through Rates (CTRs) - The number of people who click through to other pages from your mails can depend on various factors including things like the quality of your content, the offers and specials you communicate, your font, the overall functionality of your HTML (is it optimised for web and mobile?) and the general value that readers feel they are getting from your initial messaging.
  3. Bounces - When your bounce rates are high it could be due to the fact that mail servers see you as an unsafe sender or that you haven’t cleaned out your lists in a while. This is a good time to look at the hygiene of your database, and to remove inactive email addresses. You should also consider cadency of your mailing, whether or not you’re sending your mails too infrequently or too often.
  4. Complaints - The number of spam complaints made against you as a sender, as well as your content, needs to be closely monitored as this could heavily jeopardise your credibility and lead to you being added to a blacklist. Undoing this damage and working your way back to a credible reputation takes a large amount of effort and should be avoided as far as possible. If the number of complaints against you is high, consider testing your content. If complaints continue, the issue might lie with your list. Consider list best practice and you potentially hurt your IP reputation and land on a blacklist.
  5. Unsubscribes - Do you see your unsubscribes increasing or decreasing consistently? If your unsubscribe rates are rising, it could be that you aren’t targeting or segmenting your audience clearly enough. As a result, they may not find your content relevant. Alternatively, it could be the timing of your correspondence that’s putting readers off. Try investigating and testing your theories to adapt your campaigns accordingly. A/B split testing works well for this.

Additional factors to consider Over and above creating a strategy to measure key metrics that we’ve discussed, also take the following into account:

  • Measure your email conversions. How many of your opens converted to customers or clients, for example? This can be quite a difficult thing to measure outside of an e-commerce platform, but can also be noted through research questions posed to your readers.
  • Calculate your email revenue. While it’s true that generating revenue may not be your key objective (you could be looking to build relationships or gain exposure for example), you can measure your revenue or your returns to ascertain whether or not your campaign is proving successful. Remember, campaigns gain success and credibility over time, so a continuous effort to measure and adapt is the only way to measure their success and usefulness.

Follow a three-step approach for consistent improvement

When measuring the success of your campaigns, continue to implement a best-practice approach that leads to gaining better returns and seeing greater successes. Try the following tips to increase your returns:

  1. Ensure that your campaigns are targeted The clearer and more targeted your audience is, the more you can focus on sending them content that will entice them to open your emails – leading to better metrics and, more importantly, greater exposure and engagement. Know about your users’ preferences or allow them to opt in to selectable lists that are highly targeted to their interests.
  1. Create content that’s relevant and personalised Similarly, personalising your mails can help you to build a relationship with your readers or to remind them that they have opted in to receive your communications. Content that they are interested in, that is in-line with your brand, will keep them reading and coming back for more.
  1. Continually track engagement Tracking engagement from mail to mail can help you to figure out where you are going wrong or losing readers. How long are they spending engaged with your correspondence? How often do they respond to your calls-to-action? How often do they even open emails from your company? All of these engagement factors will help you to ascertain how valuable your current efforts are and where to improve. If you find that your readers aren’t engaging, you can up your efforts to create quality content or generate better subject lines. Also, consider the frequency of your sending and clean out your lists or check in with recipients to see whether or not they are still active.