Did you know that studies consistently rank email marketing as a top promotion and sales method, often above social media or SEO? But how do you know if your strategy is working and if you’re taking full advantage of the benefits of sending newsletters?
It’s simple: you learn how to measure the performance of your email marketing campaigns. Of course, in practice it’s not that “simple”, but anyone, with a little help, can interpret a series of data to understand what works and what doesn’t.
Next, we analyze some of the most important metrics to measure email marketing effectiveness – some are simpler, others more complex – and we'll explain what the issues are and how you can optimize these campaigns for each of them.
Newsletter open rate
Click-through rate in email marketing
Conversion Rates of Email Campaigns
Newsletter unsubscribe rate
Return on investment in email marketing
Other email campaign performance indicators
Newsletter open rate
The open rate tells you what percentage of the united kingdom telegram total number of people you sent a newsletter to opened it. It’s a number that doesn’t tell you much without context. Specifically, you need to compare your campaigns’ open rate with average newsletter open rates, but also compare your campaigns over time.
Globally, the email open rate was 18% in 2020 with variations depending on the area, according to the graph below (Statista, 2021).
Some industries, such as real estate, education, finance or healthcare have above-average open rates, while in tourism, technology or internet marketing, open rates are below average, according to SmartInsights .
A low open rate may indicate deliverability issues or a message that is inappropriate for the target audience.
How to improve the open rate of your email campaigns
Make sure emails pass spam filters and arrive in the inbox.
Clean the list of inactive contacts and incorrect email addresses frequently.
Segment the database and send personalized newsletters, based on the characteristics and interests of each segment.
Write newsletter headlines that generate curiosity.
Send emails at the optimal time for your subscribers. Studies show that time of day influences open rates, and emails are most often opened within the first hour after sending.
Create relevant and interesting content that subscribers look forward to seeing every time.
Click-through rate in email marketing
The click-through rate indicates what percentage of all those who received an email marketing campaign clicked on at least one link in the newsletter. This figure tells you how relevant the content sent is to your subscribers and how convincing you were at being.
According to Statista, in 2020, the average click-through rate globally was 2.6% , with different values depending on the region, as you can see by looking below.
newsletter-click-rates
A lower than average click-through rate means that the emails are not compelling enough, either because the information is not presented well visually or because the message is not useful and appropriate.
How to improve newsletter click-through rate – Send campaigns with a professional design, which highlights the information in an attractive way. For convenience, use a newsletter template like in the examples below. In the NewsMAN gallery you can find hundreds of such email templates for different occasions, seasons or industries.
newsletter template
Add visible call-to-action buttons.
Ensure emails are responsive and display correctly on different devices.
Test different types of messages and calls to action.
Segment your subscriber list and use content personalization as much as possible.
Include links to social media pages, inviting your followers to follow you. Only direct your fol