Email Marketing Metrics - What to Watch, What to Ignore

Email Marketing METRICS ןיי וי וי # 1: LIST SIZE OSPEN CROSPE List size can be misleading! OSPED For instance, you could import the entire white pages listings for Chicago and have 2.715 million subscribers'. PED PRODUSTOR But, the sheer number of names is a lousy metric by itself. What matters is the relationship you have with real opt ins who are interested in buying your products and services. HUDZ More is better only IF they are the right kind of subscribers. # 2: MESSAGES SENT Some email systems do not provide this information easily. They show the "intended" recipients, which may include your suppression list, unsubscribes, etc. You need to find the ACTUAL number of messages that were sent out. # 3: EMAILS DELIVERED Deliverability is nothing more than how many messages were sent versus how many were REJECTED. The more messages that get delivered, the more people will see your offers, and the higher your revenues. # 4: BOUNCE RATE The bounce rate is the percentage of emails that were rejected by the ISPS. This could be due to message content, IP reputation, or simply bad addresses. But, it's important to know WHY your emails are bouncing so you can fix any underlying problems. Your bounce rate should be LESS THAN 1% #5: UNSUBSCRIBES Don't want to get bogged down with the actual number of unsubscribes. Higher than normal complaints are simply an indicator that a particular topic is not popular with your list or that you need better segmentation in your campaigns. #6: SPAM COMPLAINTS Unfortunately, every time you send an email, there is the potential for complaints, even if you've done everything right and everyone on your list is a confirmed opt in. It's just the nature of the business. NO SPAM! Not every email will resonate with every subscriber. Look to keep spam complaints BELOW .01% and Watch campaigns with higher than normal complaint rates. #7: OPEN RATE The open rate is one of the most popular metrics, but it's not the be all/end all of your campaign. Opens CAN, however, tell you important information about engagement, subject line quality, and general interest from your subscribers. #8: CLICK THROUGH RATE While open rate tells you how effective your subject line is, your click through rate tells you how effective your email copy is. If you have a high open rate and a low click through rate, you've got a disconnect between your subject line and your copy. Many email systems measure the click through rate against the entire number of messages sent. A better way to look at your click through rate is as a percentage of opens. #9: SALES This is the one metric to rule them all. Simply having a lot Having more subscribers who BUY from you helps your bottom line. subscribers won't help your bottom line. Sure, high open rates may make you FEEL better about your subject lines, but it doesn't put food on your table. Opens without clicks that turn to sales is the ultimate indicator of the success of your campaigns. If you're not getting the sales, then you can track back through the rest of these metrics in order to identify where the underlying problem lies. EMAIL DELIVERED http://www.emaildelivered.com/email-metrics © 2014. EmailDelivered.com| All Rights Reserved