10 Basic Metrics for Email Marketing

email marketingEmail marketing is one of the best tools that have great influence when it comes to getting fast, easy and repeatable, knowledgeable traffic to your website. With the best email marketing, irrespective of your experience, there are a few metrics that you need to comprehend and target in order to determine the performance and success of your email marketing. Most of these metrics will give you a broader picture of email marketing performance especially when analysed monthly or annually. They will also offer you fast feedback on what isn't functioning with your persistent testing. The first metric is the “bounced emails”. This is the number of email marketing addresses that have actually bounced back from the ISPs (Yahoo and Gmail etc.). There are two categories of bounces; Soft and Hard bounces. In order to be on the right track with your email marketing, your bounce rate should be at a maximum of 5%. Of the first type of email marketing metrics is the hard bounce number. This is actually a permanent bounce which is achieved when you send an email marketing address that is invalid. An invalid address is an address that doesn't exist anymore or has never existed. Once you receive this kind metric for the first time, you should unsubscribe it. Total Send does this automatically. Also there is the soft bounce number. It is usually a temporary rejection as a result of ISPs deferring or a full inbox. Once you receive this bounce number, it is good to retry the email marketing address a number of times before going to do-not-email setting. Total Send does this automatically after 5 retries. “Delivered” and its percentage is the second metric you should understand when it comes to email marketing. This actually represents all the successfully sent email marketing messages. In order to arrive at delivery number, you have to subtract all the bounces from the sent emails. In conjunction to this, your delivery rate should be at least 95%. One thing you need to always remember is that all those email marketing messages that go to the spam, direct folder and junk should be counted as successfully delivered emails. Open Rate Percentage is the third email marketing metric. This percentage represents all recipients that have actually opened your email marketing messages. When a recipient downloads or opens your emails, they are usually regarded as invisible 1x1 GIF image in your email marketing HTML creative.  This GIF is normally added automatically by your ESP. For this reason therefore, your average Open Rate should range between 15% to about 30% depending on the email marketing messages and the level of segmentation. It is not possible to track the open rates with plain text emails as they contain no images. Click Through Rate commonly abbreviated as CTR is the seventh metric for your email marketing. This rate is the total percentage of all recipients that have actually clicked on a link in your email marketing message. It is usually stalked by a tracking code which is appended automatically to the email link by your ESP.  This CTR is usually calculated by dividing the unique clicks with the total delivered number then multiplied by 100. It should be between 15%-30%. Other email marketing metrics include the click to open rate percentage (CTO), unsubscribe rate percentage and finally spam complaint rate. I hope this has given you a clearer insight on how you should judge the effectiveness and performance of your email marketing.