Many V12 Group clients ask which metrics best measure the success of individual campaigns. Honestly, defining that goal up front is the best way to build out a comprehensive email program. With each successive campaign, the focus should be on your metrics and the best ways to improve them to boost conversion. This post gives you tips on how to improve all those numbers that will lead you on a path to higher revenues.
Source: Jennifer Wong, www.optify.net
Before you start measuring the success of your email campaigns, you first must know what data to collect.
Messages Sent - This is the number of outbound emails sent.
Messages Delivered - This is the number of sent emails actually delivered to you recipients’ inbox.
Hard and Soft Bounces - A hard bounce is a permanently undeliverable email — for example, one sent to an invalid email address or to an address that no longer exists. A soft bounce is an email that is only temporarily undeliverable — for example, to a recipient whose mailbox is full. Ideally, you should track both.
Messages Opened - This is the number of recipients who open your email.
Unique and Total Clicks - This is the number of times any recipient clicks on a trackable link within the email. You want to track both unique and total links because some of your recipients might click on the same link multiple times.
Unsubscribes - This is the number of individuals who unsubscribe from your list in response to each mailing sent.
Making Sense of The Data: The Metrics
What are the useful metrics and what can they tell you? Here are the four metrics will help you understand the success of your email marketing campaigns.
1. Open Rates
Open Rate determines what percentage of recipients opened your email. To calculate Open Rate, divide the number of messages opened by the number of messages delivered: read entire post here