Email Analytics You Should Be Tracking – – receives compensation from some of the companies listed on this page. Advertising Disclosure
Like all marketing campaigns, you should measure the performance of your email marketing campaigns. Without tracking, you can’t determine how the campaign did and where improvements could be made in future email marketing campaigns.
Understanding email analytics is the first step to optimizing your email marketing campaigns.
Email analytics are metrics that show how your audience engages with the marketing emails you send them. Your metrics should tie into your short and long-term business goals.
The metrics that you deem important to determine the success of your campaigns are known as key performance indicators (KPIs).
The easiest way to monitor how well your email marketing campaigns perform is with analytic tools that are included with email marketing software. A Google Analytics account can be used to track emails as well. However, tools that come with email marketing software are often the easiest and most cost-effective ways to track email marketing success.
Email marketing is one of the most measurable and effective forms of marketing. A study performed by Oberlo found that for every $1 spent on email marketing, entrepreneurs could expect an average return of $42. The study also found that 81% of small businesses still rely on email as their primary customer acquisition channel, and 80% rely on it for retention.
By not analyzing your email campaigns, you can’t determine how successful your marketing efforts are.
Business owners often wonder what the most important metric is to track in email marketing, and the answer is, it depends.
The most important metric to track in email marketing varies from company to company based on what your goals are. For example, a new business may be happy with high open rates, while more established businesses that have been doing email marketing for a while focus on conversions as a success factor.
All the following metrics are important and tell a story.
Deliverability is defined as how many emails reach subscribers’ inboxes over the number of emails that were sent. Just because an email is sent does not mean it gets delivered.
Variables that affect email deliverability include:
The mail delivery rate is calculated by dividing the number of delivered emails by the total number of emails sent and then multiplying that number by 100. Most email marketing software platforms automatically calculate this data for you. Mailchimp’s reports, for example, have a reporting line called “Successful Deliveries” that include the total number of emails that were successfully delivered along with a percentage.
The email open rate is the number of emails opened by the subscribers they were sent to. It can be analyzed via a trackable URL. The open rate is considered an engagement rate. A successful engagement rate is determined by what your email marketing goals are.
Several variables that affect the email open rate include:
The click-through rate, another engagement analytic, is the ratio of users who click on a link in your email. To improve your click-through rates: 
The bounce rate are emails that are not delivered. There are two different types of bounces: hard and soft.
A hard bounce means that the email address or domain is not valid. A soft bounce signifies a temporary issue such as the subscriber’s inbox being full.
A high bounce rate (more than 2%) could raise suspicions from your email provider, and your domain could be banned from sending emails; only use the most updated email list data, and monitor this analytic.
In addition, to keep your bounce rate down:
The unsubscribe rate is the number (or percentage) of subscribers who opt out of receiving emails. If your unsubscribe rate exceeds 5%, you’ll receive a warning on your email marketing tool account. Multiple warnings result in you being banned from your email account, or your domain will be placed on a blacklist, which prevents anyone from receiving your emails in the future, even if you switch email tools. While 5% is the top number, all unsubscribes need to be monitored and should not exceed the average rate of 0.05%.
To reduce the number of unsubscribes, follow these three tips:
The email conversion rate shows which of your subscribers turned into customers or took the next step in the buyer journey, getting them one step closer to the final sale.
To increase the number of conversions from your email marketing campaigns, follow these four tips:
While you’ll set your own goals for determining how successful your campaigns are, comparing metrics against industry benchmarks offers helpful insight into the goals you should set.
Campaign Monitor offers detailed benchmark data that includes: 
Results will also vary by country.
Now that you know what data to track, here are some tools to help you track it.
SendGrid. Get access to deliverability, a scalable infrastructure and real-time customizable analytics with SendGrid.
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