Although Email Campaign Success has been with us ever since the internet became a thing, they are still one of the most potent marketing channels you can use. In fact, for every $1 spent on email marketing, you can get up to $42 back.

That’s a staggering ROI of 4200%!

And that’s mainly because, in contrast to other marketing strategies, emails feel more personal.

You can create customized Email Campaign Success that targets specific segments of your audience, allowing you to send the right emails to the right customers.

Consequently, you’ll establish a stronger connection with your target audience and probably get them to convert.

But this takes time. Getting your emails right from the first try is a difficult, if not impossible, task.

In other words, you’ll need to monitor your email Campaign Success performance and make the necessary adjustments to improve its effectiveness.

Metrics to Measure your Email Campaign Success

1. Click-Through Rate

The Click-through rate (CTR) represents the percentage of email recipients who clicked on the link within your email.

In short, this metric tells you whether your email’s content is compelling enough to determine readers to click on the link and visit your website.

Calculating this metric is pretty straightforward: Divide the total number of clicks by the total number of emails sent, then multiply it by one hundred.

Although CTR varies significantly from industry to industry, the average sits at around 1.27%.

If you find yourself below this number, the best email marketing agencies recommend micro-segmentation.

This is the process of splitting your audience into multiple categories based on specific criteria, like demographics, purchase behaviour, location, personal interests, etc.

This allows you to create smaller, more targeted email campaigns that will resonate better with different segments within your audience. Consequently, you’ll likely experience an increased CTR.

2. Conversion Rate

Your email conversion rate signifies the percentage of email recipients who completed a specific desired action, like purchasing a product, downloading an e-book, or filling out a form.

To calculate this metric, divide the number of people who completed the action by the total number of delivered emails and multiply the result by one hundred.

Again, the average conversion rate varies from industry to industry. It also depends on the types of emails you send. For instance, newsletters may expect an average conversion rate of 1%, whereas abandoned cart emails may notice an average of 5%.

When improving conversion rates, the first thing you could do is to optimize the call-to-action (CTA) buttons. They need to be bold, clear and stand out from the rest of your emails’ content.

Moreover, since conversions will likely take place on your website, its design also needs to be optimized for conversions.

Make sure your website’s design is mobile-friendly, sleek, modern, and doesn’t include any unnecessary distractions that may drive the users’ attention away from where it’s needed.

3. Open Rate – Email Campaign Success

Although click-through and conversion rates are crucial metrics you need to keep track of, you first need to make sure that your emails are read. That’s where the open rate comes in.

As the name suggests, this metric represents the percentage of recipients who open your emails.

To calculate this metric, you’ll need to divide the number of people who opened your emails by the total number of recipients, then multiply by one hundred.

The average open rate is around 21.5%.

The critical factor that can affect your open rates is the subject lines. Think of them as the CTAs of your emails. If they don’t stand out and aren’t engaging enough, users will likely not bother to click on them.

Your subject lines need to be short, catchy, and straight to the point. The typical inbox shows around 60 characters on desktops and 25 to 30 characters on mobile devices, for starters.

People now use mobiles more than ever, so your subject lines shouldn’t surpass five to seven words in length.

Secondly, your subject lines need to stand out. For instance, you could personalize the subject lines by mentioning the recipients’ names within them.

Moreover, try to avoid using generic, sales language. Phrases like “Get the Discount” or “Buy Now” will likely get you in the spam folder right away.

Instead, you should focus on bringing out the value of your emails, sparking the readers’ curiosity, and maybe even injecting a little humour.

Also, get your timing right. 23% of emails are opened during the first hour of delivery. After two hours, this number drops by half. That said, make sure to experiment by sending emails at different times to see what brings you the best results.

Lastly, your subject lines need to capture the essence of your brand. This helps recipients instantly recognize who the email is from.

Make sure your subject lines are in line with your brand’s voice and tone. This also applies to the rest of your emails’ content.

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4. Forward/Share Rate

This metric shows the percentage of email recipients that shared or forwarded your email to their friends. Although this metric may not seem that important, it gives an insight into what type of emails and topics generates the most engagement within your audience.

Moreover, the more people share your emails, the more leads you will likely generate.

Encourage readers to share your emails by providing valuable content, like industry news, upcoming events, or exciting snippets from your blogs.

Also, make sure that it’s easy for readers to share your emails by including social sharing buttons within the content.

5. Bounce Rate – Email Campaign Success

Lastly, this metric shows the percentage of emails not successfully delivered to the recipient’s inboxes.

The bounce rate is calculated by dividing the total number of bounced emails by the total number of sent emails and multiplying the number by 100.

The average email bounce rate is around 0.7%. However, you should note that there are two types of email bounce rates: soft bounces and hard bounces.

Soft bounces are temporary and can be caused by a full inbox or a problem with the recipient’s server. Once the issue has cleared up, your emails will eventually reach the recipient.

Invalid email addresses cause hard bounces. Consequently, your emails will never reach the recipient.

Keeping track of hard bounces is crucial because it may affect the sender’s reputation. In other words, your emails may end up in your recipient’s spam folder.

That said, constantly monitor your email list and eliminate any invalid email addresses for Email Campaign Success.

Final Words

All in all, these have been the metrics you need to watch out for.

Remember that tracking your Email Campaign Success is only one part of the job, though. You also need to look for ways to improve effectiveness.

Make sure to continuously perform A/B tests on your subject lines, content, CTA buttons, and so on to make the most out of your emails.