The Most Important Email Marketing Metrics

27/07/2022 | E-mail Marketing

Email, that is, mail sent using electronic media, replaced traditional mail long ago. Email marketing, on the other hand, is a type of marketing that has emerged to provide product promotion information to the target audience determined by the brands or to send campaigns and congratulatory messages. In this type of marketing, order confirmations of brands, question emails from customers, or automatic emails can each be considered an email marketing method. In order for this method to be effective, it must have remarkable content. The subject line of an email creates the first impression of this effect.


How is Email Marketing Done?


Contrary to popular belief, email marketing is quite easy. Small businesses can also benefit from this marketing method. Especially low cost compared to other marketing methods is an important advantage. Email marketing is also known as an effective way of promotion. Although it may seem like an annoying marketing method for some customers, most customers said that emails influenced their purchasing decision. This marketing method starts with creating a customer list that you will send an email. This list should consist of members, subscribers, and customers who indicate that companies want to receive emails. Sending spam to other people can have negative consequences. Submissions and emails should have as different content as possible. Instead of always posting ads related to the purchase, posting new information about your company can work. At the same time, it is necessary to prepare the contents of the mail in an appropriate style. For email marketing, delivery times are also effective and important. For example, sending emails on the same weekdays can have a positive effect. Email marketing comes to the aid of companies as an effective sales factor when done successfully, and appropriate steps are followed. When done wrong or incompletely, it is very easy to become a company that annoys customers and leaves a negative impression.


How is email marketing measured?


A successful email marketing strategy requires regular management. For this reason, creating email tactics and campaigns is the first step. In the second step, measuring the campaigns’ success is necessary. Important metrics measure performance to ensure that your email marketing activities and strategy are working correctly. These metrics form the cornerstones of email marketing and help companies move marketing forward. When considering how best to do email marketing, there are many factors. 


However, the main purpose of email marketing, like any other marketing model, is to provide a return on investment. Therefore, no matter how successful everything is, if it is not known how the marketing strategy should be evaluated at the end of a campaign, it is not possible to get better results in the next campaign. After learning which data should be analyzed in accordance with the purpose of email marketing and how to do this, the success rate in future campaigns will increase.


What are the metrics in digital marketing?


Some metrics such as Conversion Rate, Delivery Rate, Revenue per subscriber, Revenue per email, Click-through rate, Click-to-open rate, Bounce rate, List growth rate, Share & forward rate, and overall ROI are among the most important metrics used for email marketing.

A first and very important metric is revenue per subscriber can be thought of as the email version of average revenue per user. This tells you how much you earn per user and is one of the most important metrics businesses should track. Revenue per subscriber shows how much you earn for each email address on a company’s listing. This and another important metric, revenue per email, are the two strongest indicators of effectiveness in email marketing. For example, if a company has high revenue per subscriber and revenue per email, it can make actionable growth decisions based on these numbers. Revenue per subscriber is calculated from Total email revenue / Total subscriber count.


Another important metric is the revenue earned per Email. This metric assigns a monetary value to email marketing, just like Revenue per Subscriber. This is particularly helpful for purchase conversion goals. For individuals who own an e-commerce company, this metric is more important. Because they will want to know how effective individual emails are in generating sales. Total email revenue / Delivered email account is used for the calculation of this metric.


Another metric used in this marketing method is the Clickthrough rate. The Click-through rate is the percentage of recipients who click on any link in an email. This metric shows how well an email captures the attention of the target audience. The higher this ratio, the more interesting your email will be. This rate can be calculated with link clicks / Delivered emails * 100 transactions.


The next metric is the Click-to-open rate. This is achieved by the percentage of subscribers who click through after opening an email. CTOR tells a company how attractive its copy is. Unique clicks / Unique opens * This rate can be reached with 100 transactions.


What are the most important metrics for email marketing?


Delivery Rate and Conversion rate can be counted as the two most important metrics for email marketing. One of the most important metrics to consider when evaluating the effectiveness of your email marketing is the deliverability rate. The deliverability rate is the number of emails accepted by the recipient’s server. You can reduce the number of spam complaints and unsubscribes by updating your email list and deleting bounced or invalid addresses. The goal is to grow your email list. If you’re seeing a large number of unsubscribe requests, you may need to delve further into the content of your email messages, the frequency of sending email messages, and the subscribers you’ve sent your messages to. The conversion rate is the percentage of buyers who converted based on your Email. A conversion doesn’t necessarily mean a sale. Conversion can mean any desired action, such as content download or event registration. Conversion rate is the most important metric to track. It is the #1 indicator of how strong email marketing performance is. The conversion rate calculated with the action Subscribers / Delivered emails * 100 who completed your conversion process must be used for this marketing method.



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