- As you develop your email marketing strategy,
you'll need to keep tabs on a few key metrics
that reveal the health of your campaign.
For starters, we have open rate.
And your open rate tells you how many subscribers
actually opened up the message you sent.
This metric primarily gives you information
into how well your subject line is working.
Now, typically an open rate of 20%
is considered really good.
Now, you'll want to use AB testing to your advantage here.
Most email marketing tools have the ability
to test subject lines on a portion of your list
and then send the winning variant to the entire list.
The next metric to evaluate is your click-through rate.
This is how you'll understand if people are clicking
on any of the links or calls to action within your email.
When you're looking to increase that click-through rate
it's really important
that you have a prominent call to action.
It needs to be really easy for a subscriber to understand
where to click and why.
And keep in mind, click-through rates
are much much lower than open rates.
A typical click-through rate might be 2 to 4%.
Now another metric is your conversion rate.
If you have a specific action that you're targeting,
for example, an abandoned cart reminder,
then you really want to pay particular attention
to your email conversion rates.
This tells you how many people click the link
within your email, and then went on to complete a purchase.
Now be sure you're also keeping tabs on your bounce rate.
And this reveals how many emails were undelivered,
most commonly due to bad email addresses.
You'll want to routinely clean your list
to keep this rate down.
And, be sure to measure it alongside spam complaints
as these metrics can actually impact
whether your message even makes it to the inbox
in the first place.
It's a good idea to keep tabs on unsubscribes,
mostly just to see if you receive a spike
in any unsubscriptions over your normal trend.
Now this could reveal an oversight in messaging,
a loss of product market fit,
or maybe a misleading offer and so on.
And finally, it's really important
that you're looking at the device makeup
of your email opens.
If a lot of your users are opening emails on mobile devices,
which they likely will be,
then it's really, really important
that your entire customer journey
is ready for a mobile user.
Now, these are but a few of the key metrics,
but they should give you a good sense
of how your efforts are performing
and where you have room for improvement.