7 Key Email Marketing KPIs to Measure Your Campaign’s Performance

7 Key Email Marketing KPIs to Measure Your Campaign’s Performance

In the ever-evolving digital landscape, businesses are relentlessly vying for their share of the online market. Amidst this competitive realm, Email Marketing has emerged as one of the powerful tools for businesses to connect with their audience effectively. As one of the leading Email Marketing Companies in London, we understand the profound impact of Email Marketing KPIs in tracking marketing campaign performance.  

Pause for a moment and ponder: Are your campaigns truly resonating with your audience? Are they driving the desired actions and conversions? Are you effectively measuring the impact of your efforts? Crafting engaging emails are merely the beginning; comprehending their overall influence and quantifying the success is of utmost importance. This is precisely where Email Marketing Key Performance Indicators (KPIs) step onto the stage! 

Let us dive in to uncover the metrics that hold the key to unlocking the true potential of Email Marketing Campaigns

Click-through rate (CTR): It measures the percentage of recipients who actively clicked on a link within your email, indicating their willingness to take the desired action. A high CTR signifies that your email copy, design and call-to-action (CTA) are effectively compelling recipients to engage further.  

By analysing and optimising the CTR, you can refine your email strategy to drive higher click-through rates, encouraging more conversions and achieving your campaign objectives. 

click-through rate

Click-to-Open Rate (CTOR): While CTR measures the percentage of recipients who clicked on a link out of the total number of recipients, CTOR shifts the focus to those who have actually opened the email. 

So, how do you master the art of click-to-open rate? It starts with a captivating subject line that lures recipients in, setting the stage for a compelling offer or message within the email. It continues with well-crafted email content that delivers on the promises made in the subject line, providing real value and engaging recipients to act. 

When your subject line successfully entices recipients to open your email, you have won the first battle. However, if the subsequent click-through rate falls short, it suggests that your offer or email copy, failed to deliver the expected value. 

But let us not forget that the subject line and offer are not the only sole influencers of the open rate. Other factors come into play, such as the quality of your email list, the credibility of the sender’s email address and even the timings. 

Conversion Rate: It is a critical metric that measures the percentage of recipients who completed a desired action, such as making a purchase, signing up for a webinar or downloading a resource. It reflects the effectiveness of your email campaign in driving meaningful actions that aligns with your overall goals. 

Revenue per Subscriber: Revenue per subscriber is a very helpful metric that shows the average value of each person on your email list. To calculate it, divide the total revenue generated by the number of subscribers. It is not a fixed benchmark but a way to compare your subscribers and track the effectiveness of your email marketing. 

Revenue per Subscriber

Unsubscribe Rate: As we ponder upon the unsubscribe rate, few pertinent questions would arise. Are we bombarding our audience with too many emails? Are our messages relevant and meaningful to them? Are we using language they understand or drowning them in jargon? Are we providing enough value to keep them engaged?  

The answers to these questions are key to understanding why people unsubscribe. However, even if our unsubscribe rate is high, there is still hope. It is an opportunity for us to get creative and find ways to win back those who have left.  

We can offer them special deals or promotions to entice them to stay on our email list. Also, we can reach out to them humbly and ask for their feedback. Their insights can guide us on how to improve our emails and in what manner can we meet their needs. So, let us not be disheartened by unsubscribes. Instead, let us view them as a chance to learn and grow. 

Email List Growth Rate: In addition to keeping an eye on metrics like CTR and conversion rates, it is also crucial to focus on growing your email list. This allows you, to reach more and more people and grow your business. On the flip side of unsubscribes, we have the rate at which you attract new subscribers: your list growth rate. 

Ideally, you want this metric to show growth. Sometimes, there may be periods where your growth rate slows down or even becomes negative compared to your unsubscribe rate. But do not let that discourage you. 

Email List Growth Rate

Email marketing is a powerful tool that can yield impressive results. Every new subscriber counts, no matter how small the number be. It is worth putting in that extra effort to attract even a few more subscribers. Remember, it is the best-converting marketing channel that is accessible to many. So, push for that extra mile and keep growing your email list steadily. 

Spam Complaints: As you strive to engage your audience and deliver valuable content, some individuals may flag your emails as spam instead of simply unsubscribing.  

Monitoring spam complaints is an essential KPI that helps you gauge the effectiveness of your campaigns and maintain a positive sender reputation. High spam complaint rates can have severe consequences. They not only reflect poorly on your brand’s image but also impact your email deliverability. 

By actively monitoring and managing spam complaints, you can protect your brand’s reputation, maintain strong email deliverability and foster a positive relationship with your subscribers. Remember, a low spam complaint rate is a testament to the value and relevance of your email marketing efforts. 

With these Email Marketing KPIs, we can unearth valuable insights, measure engagement, track conversions and gain a holistic understanding of the effectiveness of email strategies 

Are you ready to elevate your email campaigns to new heights?  

It is high time to elevate your email marketing game, aligning your efforts with data-driven insights and unlocking the full potential of your campaigns. Contact us to revolutionise your email campaigns and witness the transformational power of data-driven success. Give us a call at 0203 928 1473 or just drop us an email at info@market-forever.com. We look forward to hearing from you!