In this post, we bring you the least number of metrics that you must track for each email campaign to get maximum return.
This is the first and straightforward parameter to track. Not every email of a campaign will be opened by the recipients, which is not uncommon. However, if the open rate is anywhere lower than 30% – it’s a sign that you need to calibrate your strategy.
Click Through Rate:
Click-through rate is the no. of visitors who clicked on at-least ONE link in the email. This denotes the number of people who opened links out of the total number of people who opened the email.
As every email campaign MUST include a Call-To-Action (CTA) for visitors to drive conversions – if Click Through Rate is low, it could mean there are issues with the content, mail design or CTA itself!
Total Clicks per LINK:
This is next level analytics of Click Through Rate. This metric gives the information on the number of people who clicked the links in the emails and which link was clicked for how many times by the total number of visitors.
The advanced tools like SocialGlint can further provide in-depth analytics on the journey of a visitor who entered the website through the email campaign and clicked through various pages. This helps in assessing user preference and create a personalized marketing campaign for users.
In Email marketing, Bounce Rate is the number of email addresses in the subscriber list that did not get the mail because of rejection by the recipient’s mail server.
This is a serious metric to track as it vastly affects the ROI of the email campaigns. Though a smaller number of bounce rate is acceptable due to legitimate reasons such as email addresses changes due change of job or email network; a high bounce rate suggests a significant problem and needs attention.
One cannot do much about this particular metric since users will unsubscribe from the mailing list for various reasons, but still, it’s important to track. Users might not find the content of the emails relevant or do not want to get too many emails – the exact reason may or may not be figured. However, keeping a close watch on unsubscribers, the content and quality of the campaigns can be improved.
SocialGlint Email Marketing tool has this metric as a part of the standard dashboard.