Email marketing remains one of the most important marketing channels to increase customer retention and prevent lost sales. It can produce a revenue per recipient of $28.89, meaning you earn $28.89 for every email you send out to a different customer. To ensure your email marketing achieves the best results, you need to track the right key performance indicators (KPIs). Tracking the correct KPIs will help you understand how your email campaigns and flows are performing, providing insights into areas needing improvement. So, what KPIs should you monitor?

KPIs to Track

First, let's review positive KPIs. You should aim to maximize these and consider them collectively to gauge your overall marketing effectiveness:

Open Rate

Although Apple Mail Privacy Protection (MPP) has inflated this metric, causing higher open rate percentages, it's still essential for gauging customer interest. If your open rate is low, consider testing new subject lines and reviewing your email deliverability.

Click-through Rate (CTR)

This metric indicates whether recipients clicked the link in your email, providing insight into the effectiveness of your email content, including the call-to-action, body text, and visuals.

Conversion Rate (CVR)

CVR shows the percentage of recipients who performed the desired action after opening your email. Comparing CVR to other marketing strategies helps understand customer behavior. A low CVR may suggest improvements are needed on your website to enhance conversions.

Timing

Testing various sending times can significantly influence your email marketing success. Identify the most effective times for your audience through continuous A/B testing.

Next, let's examine warning metrics that signal potential issues. Always monitor these KPIs to determine if adjustments are necessary:

Bounce Rate

Bounce rate measures how many emails were undelivered. A high bounce rate may indicate an unhealthy email list or incorrectly configured DNS records, both requiring immediate attention.

Unsubscribe Rate

This metric reveals how many subscribers requested removal from your list. A high unsubscribe rate suggests your content might be irrelevant or poorly segmented. Consider refining your audience segments and ensuring your content remains engaging and valuable.

Spam Complaints

Frequent spam complaints likely mean you're sending too many or irrelevant emails. High spam complaints can lead your emails directly to spam folders, greatly reducing visibility. Aim to keep complaints minimal by sending relevant, well-paced content.

Relevance

Monitoring these KPIs is crucial for two main reasons. Firstly, it identifies what isn’t working and requires fixing. For example, consistently low open rates across campaigns may indicate deliverability issues, while isolated low open rates suggest unappealing subject lines.

Secondly, KPIs are essential for effective A/B testing. By tracking metrics like open rates, you can clearly determine which variations (e.g., subject lines) perform best.

After reading this post, you should clearly understand which KPIs to monitor and their implications. If you have any questions or need assistance, please reach out at:

Info@eledia.co