From the course: Digital Marketing Foundations

How to measure the success of email

From the course: Digital Marketing Foundations

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How to measure the success of email

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- As you develop your email marketing strategy, you're going to want to keep tabs on a few key metrics that reveal the health of your campaign. For starters, we have open rate, and your open rate tells you how many subscribers actually opened up the message that you sent. This metric primarily gives you information into how well your subject line is working, and typically an open rate of 20% is considered really good. Now you'll also want to be using A/B testing to your advantage here. Most email marketing tools have the ability to test subject lines on a portion of your list, and then send the winning variant to your entire list. The next metric to evaluate is your click-through rate. This is how you'll understand if people are clicking on any of the links or calls to action within your email. When you're looking to increase that click-through rate, it's really important that you have a prominent call to action. It needs to be really easy for a subscriber to understand where to click and why. And keep in mind, click through rates are much, much lower than open rates. A typical click-through rate might be two to 4%. Now another metric you have is your conversion rate. If you have a specific action that you're targeting. For example, an abandoned cart reminder, then you really want to pay particular attention to your email conversion rates. This tells you how many people click the link within your email, and then go on to complete a purchase, and also be sure you're keeping tabs on your bounce rate. This will reveal how many emails were undelivered most commonly due to bad email addresses. You'll want to routinely clean your list to keep this rate down, and be sure to measure it alongside spam complaints as these metrics can actually impact whether your message even makes it to the inbox in the first place. It's a good idea to also keep tabs on unsubscribes. Mostly just to see if you receive a spike in any subscriptions over your normal trend, this could reveal an oversight in messaging a loss of product market fit, or maybe a misleading offer. And finally, it's really important that you're looking at the device makeup of your email opens. If a lot of your users are opening emails on mobile devices, which they likely will be, then it's really, really important that your entire customer journey is ready for a mobile user. Now these are but a few of the key metrics, but they should give you a good sense of how your efforts are performing, and where you'll have room for improvement.

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