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Email Marketing: Top 6 Significant Metrics

by Ahsan Khan
Email Marketing

Marketers call email marketing one of the most profitable sales and customer communication channels. According to HubSpot, for every dollar invested in email, a business generates an average of $42 in revenue, which means the channel’s ROI is 4,200%.

Of course, you can’t achieve those numbers without constantly analyzing the mailing list and improving the emails. Here are key metrics that will help you understand how to make your mailing list more useful for your business.

ROI

This is the key indicator which is really important for business – how much money the entrepreneur earns for every penny he puts into the mailing list. It’s calculated in the following way: first, all expenses are subtracted from all income, and then the resulting number is divided by expenses.

The expenses add the salaries or fees of the specialists who produce, set up, send and analyze the newsletter, the cost of the newsletter service, and the budget for advertising, which is used to collect subscribers.

Accordingly, you can increase ROI by increasing revenue: attracting more subscribers to the mailing list, attracting more members to ऑनलाइन कैसीनो, working to increase useful metrics. Another option: cut costs, i.e. clean out unnecessary and non-revenue-generating addresses from the base.

Delivery Rate

This is a technical indicator that shows how many emails out of the total number of deliveries reach users. It’s useful to keep an eye on it for cost-saving reasons: mailing services usually charge for every email sent, so you should periodically remove inactive email addresses from your subscriber base.

Delivery rate takes into account all delivered emails, including spam emails.

You can also use the delivery rate to trace the mailing to the so-called spam attack – when a large database of addresses is automatically subscribed to the mailing. This can be avoided with the help of subscriber identification: when a person subscribes to the mailing via a form, a confirmation email should be sent to him or her. For example, ask for a confirmation code from the letter or follow a special link. It proves that it’s a person who signed up and not a robot.

Unsubscribe Rate

It’s a useful indicator to estimate the expectations of subscribers – if people unsubscribe or complain about spam it means they don’t get what they need in their mails. It’s best to keep these rates at less than one-tenth of one percent.

The problem with complaints and unsubscribes can be solved by working with user expectations. It’s significant that the subscriber understands what is expected in the letters and receives exactly what the business promises.

For example, if a store offers to subscribe to a newsletter of useful articles, then you shouldn’t keep sending ads for products to subscribers after that. If, on the other hand, the business wants to tell about new products in the newsletter and sell products, then it should be explicit about it.

Open Rate

This is how the Open Rate is called – that is, the ratio of open and sent emails. At the same time, a high Open Rate doesn’t mean that the user has read the email – he could just open it, quickly run through the headlines inside and immediately delete it. Or open the email and send it to spam – this is done if the headline deceives the user and he sees something inside that is not what he was promised.

Open Rate is monitored to make sure that the mailing author’s work is effective – you need an intriguing and motivating headline to make users open the mailing. Open Rate is also used to track users’ activity – for example, you can select a separate database for those who haven’t opened the mailing for a long time. And ask them what kind of content they would like to see in their emails, how to make the newsletter more useful.

Click Rate

Click Rate is the click rate of an email link compared to the total number of emails. It’s worth tracking if the mailing is a step in the marketing funnel and the business wants the user to move to the next step.

For example, a store sends out emails with a selection of products and expects an interested user to go to the site and buy something. Then Click Rate will show how effective the marketer made the selection of those products and whether the offer was clearly worded.

You can increase Click Rate by creating targeted newsletters – that is, first collecting data on user preferences, segmenting them into groups based on interests and needs, and then formulating an offer for each group.

Conversion can be not only in clicks but also in other actions. For example, you can monitor how many subscribers not only clicked on a link, but also left their phone number.

Conversion Into a Lead or Buyer

It’s important to find out how many subscribers convert into buyers after receiving a newsletter. Usually, marketers keep track of whether users leave purchase requests, or count personal account registrations in online stores.

This conversion rate should be seen as a proxy. After all, not all users immediately decide to buy. The man may receive a few emails, think for a while, and then buy, just by typing the site address in your browser. It turns out that the transaction he made was under the influence of the mailing list, but it didn’t get into the statistics directly.

Increase the tracking of conversions from subscriber to buyer can be done by providing additional benefits when buying from the mailing list. For example, stores usually offer a promo code for a discount, which is generated only for subscribers of the mailing list. The user may not use the code immediately after reading the email, but if he buys with it, he will definitely get into the statistics.

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