Email marketing is a targeted, simple, effective way to get in front of your customers. It may be tempting to quickly sign up with an email marketing provider and start sending your first email campaign. However, to run a successful campaign, it is critical to outline your goals and what you want to achieve from email marketing.
This step is critical in email marketing to ensure you maintain the proper course as your marketing efforts grow. Remember, your content should add value to the person receiving the email and shouldn't be random information about your company. Having clear goals will help ensure the content of your email marketing campaigns remains targeted and purposeful.
Keeping track of a few key metrics will allow you to see if your email campaign is working and what adjustments need to be made. Here are 3 email marketing metrics every campaign should include.
Open Rate:
Email marketers have long used open rate as one of the simplest and most universal metrics.The open rate of an email is the percentage of subscribers who open an email out of all of your subscribers.
The open rate gives us a sense of how engaged our subscribers are and how effective different subject lines are.
Click Through Rate (CTR):
CTR is another metric that can help you measure the effectiveness of your campaigns.
You can measure CTR by counting the number of people who clicked on links in your email.
Suppose you included a link to redeem an offer. The CTR measures what percentage of subscribers clicked on the link.
Conversion rate:
Your click-through rate measures how many people click on your link, while your conversion rate measures how many people followed the link and took action.
Your conversion rate gives you a unique insight into your ROI.
Knowing the amount you spent on the campaign and the number of subscribers you are converting makes it easier to evaluate whether your email marketing campaign was effective.
