Email Marketing Metrics You Need To Track

So, what’s the average open rate for emails across all industries? Source data varies, but the estimate is around 21%. A good email open rate is between 17-28%.

What affects the way your open rate grows? The number of times the campaign was opened by people who received it, which users opened the campaign the most, and when they did are all equally important for understanding engagement. Also, remember that your platform may count re-opens as initial opens, which may affect the numbers.

Now, let’s go over a few best practices that can help boost your open rate:

• Test different subject lines to gather more information on what drives your audience to open their emails and vice versa.
• Optimize your emails for previews with preheader text. A meaningful preheader can go a long way: besides catching attention among dozens of emails, preheaders deliver a 7% higher open rate, as stated by Adotas.
• Test different times of the day and days of the week.
• Test the name of the sender and email address: for example, the CEO’s name vs. the company’s name.
• Leverage the data you have about the users on your email list and use it to personalize your emails.

On average, the clickthrough rate stood at 10.29% in February 2022.

Here are a few helpful tips on optimizing the clickthrough rate:

• Improve copy. Your word choice is what drives user interest in the first place. The way your emails are phrased turns users into loyal customers. Do not hesitate to test different formats and determine the one that works best for your business. The key here is to put your company’s advantages right in front of your audience and speak its language.
• Replace keywords. Your clickthrough rate is affected mainly by keyword choice. To boost it, run additional audience analysis to find a better way to target your potential buyers.
• Alter your call to action. Instead of writing bland lines like “Click here” or “Download,” get specific and let the reader know what they’ll get by following the link in your email. A straightforward phrase like “Get your free download” or “Try the demo version of our product” is the right pick.
• Refresh your design. We suggest reviewing your emails’ visual content and testing different colors and images. Sometimes, it’s the visuals that prompt people to keep reading or close your email.

How to calculate the clickthrough rate: (Total or Unique clicks ÷ Number of delivered emails) * 100

Generally, if your bounce rate is under 2% – that’s good, and anything over 5% requires action. An average bounce rate is around 0,7%. What can you do to ensure your bounce rate stays within the norm?

• Remove fake subscribers as soon as you spot them, or your account may get suspended if the kickback rate is high.
• Set up a double opt-in for your emails. Once subscribers sign up for your email list, they’ll have to confirm this step by following a link in another email.
• Never use bought email lists. We’ve explained why here.

How to calculate the bounce rate: (Total number of bounced emails ÷ Number of emails sent) * 100

Since the conversion rate is one of the key indicators of marketing efficiency, we recommend connecting your call-to-action to the desired conversion result so that the link between the two is clear to the users.

In 2021, the average email conversion rate stood at 15,22%. If your conversion rate isn’t flawless, here are some ways you can bring it closer to the desired number:

• Modify your subject lines or rewrite your content. What’s more – your body text, preview text, call-to-action, and subject line should align and express the same idea without repetition.
• Keep your tone of voice consistent. Emails can be more than just a sales attempt. Express your brand’s personality in them, and remember that you’re talking to real people on the other end.
• Make sure your landing page is easy to access and works properly – the goal is to lead your subscribers right to the point of purchasing, right?
• Segmentation is key. Once you have a strong email, it needs to reach the right people. Try segmenting your audience based on their area of interest, engagement level, and product.

How to calculate the conversion rate: (Number of people who completed the desired action ÷ Number of total emails delivered) * 100

People can opt out of newsletters for many reasons, but analyzing when unsubscribes peak can point you in the right direction regarding issues you can fix. On average, an unsubscribe rate of 0,5% for an email campaign is reasonable, and a rate below 0,2% shows you are within the norm.

Let’s go over a few things that can help you maintain your subscribers:

• Segment your subscribers and consider email personalization to keep your messages relevant.
• Figure out why users stop engaging. Create an exit survey, but make sure it’s short so your readers don’t see it as a waste of time. A successful follow-up email puts your user, not your brand, at the center.
• Re-engage your audience. Ask users questions, personalize, and address concerns you’re aware of. Some users may not see your emails, among many others.
• Use email automation tools to maintain a steady messaging schedule.
• Make your email list healthy from the very beginning.

How to calculate the unsubscribe rate: (Number of people who unsubscribed ÷ Number of total emails delivered) * 100