Email Marketing Campaign – Pressing Send Doesn’t Mark the End!
Stop wasting your time! Don’t send another email marketing campaign without being
able to tell who is reading it. It only takes a moment to connect a link and see who is
engaging with every section. You spend so much time developing the perfect email
marketing campaign – don’t just stop after you press send. There are so many tactics
that can be developed once you utilize this tool, it should not be overlooked.
First things first, you must follow these basic requirements
Ensure that your service provider can provide the key
email marketing campaign metrics you’ll want to
Ensure that every link in your email is tagged with
campaign tracking parameters your web analytics
solution needs. Campaign tags are additional
information that you apply to links. Once a link is clicked, the tag information
is passed to Google Analytics. Tagged links allow you to evaluate the
performance of individual links within your emails.
This is a simple idea with a big impact — it will enhance the effectiveness of your
emails immediately. Just think, the bulk of the work is over; once you’ve filled each
of the requirements, you can begin measuring and analyzing email marketing metrics.
To access your email marketing performance, conduct an ongoing trend analysis of
several key metrics. Follow these important email marketing metrics to measure and
improve the performance of your email marketing program overall.
Delivery rate = (# of emails sent – # of bounce backs) / # of emails sent
Metric Value: Reveals percentage of emails that were actually delivered to recipients’
Note: Because of the increasing use of junk and spam boxes, bounce backs are not the
cleanest way to measure deliverability. The emails might have just ended up in the
junk email box where they never stood a chance of being opened. For best results, it’s
critical to implement best practices for email delivery.
Open rate = # of emails opened / # of emails delivered
Metric Value: It can help you understand how effective the single most
impactful thing in your email campaign is, i.e. the subject line.
Click-to-deliver rate (CTDR) = # of clicks / # of emails delivered
Metric Value: this is a key measure of the quality of your email list, and of the
effectiveness and relevance of your message.
Subscriber retention rate = # subscribers – bounce backs – unsubscribes / #
Metric Value: Measuring both the technical effectiveness of your email
campaigns over time (reducing bounce backs) and the relevance of your
messages and the targeting of the same (reducing unsubscribes). The subscriber
retention rate shows: email relevancy, promotion relevancy and email
frequency / timing.
Conversion rate = percent of email campaign visits that clicked on a link with a
Metric Value: Reveals the percentage of recipients who clicked on a link within
an email and completed a desired action, such as filling out a lead generation
form, downloaded white paper, case study, etc.
Bounce Rate = # of email campaign visits with a single Page View / # of email
Metric Value: Measure your landing page effectiveness. This metric helps you
find opportunities for immediate improvement – such as pages and calls to
action you should test, and content that fails to deliver.
Depth of Visit = percent of email campaign visits that last longer than xx pages
Metric Value: Reveals how compelling your offerings are to the audience you
get at the site, and how well you are marketing to them. The xx in the
definition forces you to think up front and plan for site behavior before you
send an email blast and, of course, measure your performance against that
Even with the influx of social media – email remains an immensely credible and
profitable source to market your company. Don’t let the difficulty of numbers stop you
from measuring these metrics. Email marketing works and is an important part of
outreach for your company.
Are you utilizing an email marketing campaign? What results are you seeing? We’d love
to hear how it’s working!