Email marketing has become an essential tool for businesses looking to connect with their audience effectively. However, sending emails without measuring their performance is like navigating blindly in a digital world.
This is where Key Performance Indicators or KPIs come into play in email marketing . In this article, we will explain the importance of tracking these KPIs, understand what they are and how they play a critical role in evaluating the success of your email marketing campaigns .
Most common KPIs in email marketing
KPIs, or Key Performance Indicators, are metrics that give you valuable insights into how your email marketing campaigns are performing. Here is a detailed description of some of the most common KPIs in email marketing:
Open Rate
Open Rate is one of the most important KPIs. According to our latest study belarus telegram data among Benchmark Email users, the average open rate in email marketing is 21.33%. This metric tells you how many people have opened your email in relation to the total number of recipients . It is a crucial indicator of the effectiveness of your subject line and whether or not your messages are engaging your audience.
However, email marketing metrics are changing , for example following Apple's iOS 15 update , users can block email open tracking in the native iOS app. This could impact open rates.
Therefore, email marketing professionals must be aware of these changes and use alternative metrics such as CTR to accurately evaluate the performance of their email marketing campaigns.
Click-Through Rate (CTR – Click-Through Rate)
CTR measures the proportion of recipients who click on one or more links within your email. According to a report by the Direct Marketing Association , the average CTR in email marketing is 2.62% (DMA, 2023). This KPI reveals whether your content is engaging and whether your calls to action are effective.
Conversion Rate
Conversion Rate tells you how many recipients took a desired action after clicking a link in your email marketing campaign . This could be a purchase, a download, or any other action you define as a goal.
Conversion rate tracking helps you understand how effective your email marketing campaigns are in terms of achieving your goals and objectives. It allows you to assess whether your calls to action are persuasive enough and whether you are offering the value needed to encourage the decision. Additionally, it helps you identify which segments of your audience have higher conversion rates, which can be useful for segmentation and personalization of your messages.
Bounce Rate
The bounce rate shows the percentage of emails that were not successfully delivered to recipients' inboxes.
Bounces in email marketing fall into two categories: hard and soft bounces . Hard bounces indicate serious problems, such as invalid addresses. Soft bounces are temporary and can be caused by temporary issues in the recipient's inbox. They need to be managed properly to maintain a healthy subscriber list and ensure the deliverability of your email marketing campaigns .