Posted August 13, 2020 By Taylor Rogers

Essential Email Metrics You Need to Know

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.

If you are just getting started with email marketing or have been doing it for years, we want to take a deep dive into the top email metrics that you should be on the lookout for.

  1. Open Rate: 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.
  2. Click Rate: 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%.
  3. 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.
  4. 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 about with your team to see if you need to freshen up your CTA’s.
  5. Click to Open Rate: 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.
  6. Hard Bounce Rate: The hard 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, 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.
  7. 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.
  8. Unsubscribe Rate: 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.

*Email stats availability may differ upon the email platform.

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. 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. We at FootSteps 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.
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