7 Key Metrics to Measure the Performance of Your Mailing Campaigns
Posted: Wed Dec 04, 2024 10:12 am
We are in an era where data is almost a treasure for companies and one of the greatest advantages of mailing is that it offers a lot of data in real time.
Through them we obtain metrics that reflect the functioning of a campaign in relation to its objectives, we can measure its success or failure and its detailed analysis will help us to optimize it.
Mailing applications like Mailify provide us with many metrics. In this text we will mention some of the most important ones and explain how to interpret them.
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Key metrics to measure your email campaigns
1. Open rate
This is the first metric that we usually analyze. Here we will obtain data on the number of users who opened the email sent.
On average, a good opening rate is around 20% and to achieve this index it is necessary to take into account 3 fundamental aspects:
[Tweet “ A good opening rate is around 20% “]
An attractive subject line is the determining factor that leads the recipient to open the email.
Personalization of the message : If the message arrives with the subscriber's name and with content based on their preferences, you will have a greater chance of opening it.
A content strategy : don't just focus on sending your recipients sales-related content, plan a strategy where you can provide valuable content of interest to the public. A good option to generate ideas and enrich the content is to rely on tools such as Google Trends .
And to calculate it: (number of unique emails opened / number of emails sent)*100
2. Click-through rate
With this metric we identify the interest and interaction of people with the content of our mailing campaigns . How does it do it? This rate measures the clicks of users on the links you include in the content. If your campaigns do not contain any links you should focus on analyzing only the opening rate.
And to calculate it: Number of unique clicks on links / Number of emails delivered *100
3. Bounce rate in mailing campaigns
This metric measures the level of deliverability, showing us the number of emails that for various reasons have not reached the inbox.
It is best to clean your contact lists before sending, deleting emails that no longer exist and emails that have deliverability problems, thus minimizing the risk of falling into the spam filter.
And to calculate it: (total number of emails bounced ÷ number of emails sent) * 100
4. List growth rate
Measure the growth percentage of your contact list. Ideally, the rate should always be increasing .
And to calculate it: ((Number of new subscribers) – (Number of subscriptions + email complaints/spam)] ÷ Total number of email addresses on your list) * 100
5. Unsubscribe or cancellation rate
This indicator measures the level of acceptance of the messages we send. If the metric is high, it may be that the sending frequency is not correct and you are sending too many emails, that they are no longer interested in your content or they are not receiving information segmented according to their interests.
Through them we obtain metrics that reflect the functioning of a campaign in relation to its objectives, we can measure its success or failure and its detailed analysis will help us to optimize it.
Mailing applications like Mailify provide us with many metrics. In this text we will mention some of the most important ones and explain how to interpret them.
hong kong telegram mobile phone number list
Key metrics to measure your email campaigns
1. Open rate
This is the first metric that we usually analyze. Here we will obtain data on the number of users who opened the email sent.
On average, a good opening rate is around 20% and to achieve this index it is necessary to take into account 3 fundamental aspects:
[Tweet “ A good opening rate is around 20% “]
An attractive subject line is the determining factor that leads the recipient to open the email.
Personalization of the message : If the message arrives with the subscriber's name and with content based on their preferences, you will have a greater chance of opening it.
A content strategy : don't just focus on sending your recipients sales-related content, plan a strategy where you can provide valuable content of interest to the public. A good option to generate ideas and enrich the content is to rely on tools such as Google Trends .
And to calculate it: (number of unique emails opened / number of emails sent)*100
2. Click-through rate
With this metric we identify the interest and interaction of people with the content of our mailing campaigns . How does it do it? This rate measures the clicks of users on the links you include in the content. If your campaigns do not contain any links you should focus on analyzing only the opening rate.
And to calculate it: Number of unique clicks on links / Number of emails delivered *100
3. Bounce rate in mailing campaigns
This metric measures the level of deliverability, showing us the number of emails that for various reasons have not reached the inbox.
It is best to clean your contact lists before sending, deleting emails that no longer exist and emails that have deliverability problems, thus minimizing the risk of falling into the spam filter.
And to calculate it: (total number of emails bounced ÷ number of emails sent) * 100
4. List growth rate
Measure the growth percentage of your contact list. Ideally, the rate should always be increasing .
And to calculate it: ((Number of new subscribers) – (Number of subscriptions + email complaints/spam)] ÷ Total number of email addresses on your list) * 100
5. Unsubscribe or cancellation rate
This indicator measures the level of acceptance of the messages we send. If the metric is high, it may be that the sending frequency is not correct and you are sending too many emails, that they are no longer interested in your content or they are not receiving information segmented according to their interests.