In this article, we discuss the details of what your email metrics mean.
While having beautiful, engaging emails is half the battle, the other half is knowing how and what to look for in campaign results. The best way to enhance your audience engagement is to understand their behaviors when they are opening emails, and what interests them. People are expecting to see more dynamic, personalized content in their inboxes instead of generic, newsletter-style emails. Fortunately, we are moving forward to a time where all of our online behaviors/interests are being tracked which makes creating targeted email campaigns easier than ever before.
Tracking your emails provides you with a wide variety of insights into your audience:
- Are your emails actually being delivered? Check your open rates, if they are lower than expected, it might be due to emails not successfully delivering.
- Which subject lines drive your audience to open? Subject line testing should become a part of your strategy if it isn’t already.
- Which of your CTAs are more likely to encourage readers to take action?
- Is your tone of voice and messaging generating the best response?
If you are just getting started with email marketing or have been doing it for years, we want to take a look at the top regarding email metrics and which ones you should be on the lookout for.
Your open rate will give you a great sense of your audience’s engagement with your emails. This will be one of the main metrics that you should keep an eye on. Keep in mind that the open rate varies depending on your industry, but generally a great open rate is between 15-25%. The open rate is calculated by the total number of email opens, divided by the number of emails delivered. If your open rates are consistently below average, we recommend taking a look at your subject lines. Here are some tactics you can use when creating your opening line:
- Add personalized elements such as the recipient’s name
- Write shorter, more direct subject lines
- Make your language casual to engage your audience
- Put an offer they can’t refuse in the subject line
The click rate is the total number of clicks your emails receive, divided by the total number of emails delivered. The click rate will give you more detail about customer engagement, especially customers who come back to an email a second time. A great click rate should be between 2-5%.
Unique Open Rate
Unique Open Rates are calculated by the total number of unique recipient email opens divided by the number of emails delivered in the campaign. Essentially, this means your unique opens are counting the first time a single subscriber opens an email – all other subsequent opens from that subscriber are ignored.
Unique Click Rate
A high unique click rate is a strong indicator of a clear call-to-action within your email campaigns. It is calculated by the total number of unique recipient email clicks divided by the number of emails delivered. So this means that if one of your users clicked on two of the links in the campaign, they have just generated 2 clicks but only one unique click. This metric is important to understand and to strategize with your team to see if you need to freshen up your CTA’s.
Your click-to-open rate is important to understand because it is telling you how many people opened your email and then clicked on through a link that you placed. If you are sending dynamic, relevant content to your audience list, you should have a high click-to-open rate. Usually, when the subject line does a great job of matching the email’s body and main call-to-action, you’ll see a stronger click-to-open rate.
The bounce rate is telling you how many emails weren’t delivered because of invalid or nonexistent email addresses in conjunction with how many emails were sent. The point of this metric is for you to recognize when your email list may be stale or inaccurate. If your bounce rate is increasing, (your bounce rate should be under 3%) it might be a good time to launch a re-engagement campaign to give your audience a chance to opt-out or to update their preferences. We always preach quality over quantity, just because you have a large email list, does not necessarily mean that everyone on that list is engaged. If they aren’t, that could end up hurting your email reputation in the long run.
Spam Report Rate
The spam report rate is calculated by the number of recipients who report your email as spam. We obviously want this number to be zero, or as low as possible. This corresponds to the bounce rate and our mention of a re-engagement campaign. If your spam report rate is increasing, it might be worthwhile to clean up your email list. A high spam report rate could ultimately lead to being blacklisted by email servers.
This rate tells you how many people have unsubscribed from your email list. This can help you to understand and strategize your email campaigns in the future. If one campaign had a high unsubscribe rate, take a look at the content and try something different next time. As we mentioned above, it is about quality, not quantity, so you want to be sending emails to active, interested people.
One of the best ways that you can increase your email metrics is to test all email campaigns. This could range from subject line testing to dynamic content testing to optimizing send times. At FootSteps Marketing, we are constantly evaluating the content that we are sending in emails and responding to results accordingly. As you become more familiar with email metrics and how to read them, you will have an easier time creating content that resonates with your audience. We have years of experience with email marketing and are always happy to help with any questions you may have. Feel free to reach out to us for more information or if you are interested in beginning services with us!