The Top 5 Email Marketing KPIs You Need to Be Tracking | Twine

The Top 5 Email Marketing KPIs You Need to Be Tracking | Twine


When you think of email marketing KPIs, your mind probably pops up images of sign-up forms and well-designed emails. But analytics, the stats, and graphs that many email service providers record for their customers, are also important.

They tell you what’s working and what’s not in your email campaign: which messages were smash-hits, which flopped, which offended readers, and which prompted purchases. Analytics can also teach you whether or not your web form is attracting subscribers.

There are 5 key email marketing KPIs and metrics that you need to be looking at: opens, clicks, sales, traffic, unsubscribed, and growth.

#1 Opens

The most basic of all your email marketing KPIs is your opens: who opened each message and when they opened it. Your open rate can tell you how your subject lines are performing – both how well they’re written and the topics they cover.

What Influences Open Rates?

Subject lines – they tend to have the biggest influence on open rates.

When crafting a subject line, you should ask:

Also, if you look at your open reports, you may find that there are times in the day when your messages are opened most. You may also find that sending on some days of the week is more successful than sending on others.

If you send during a time when opens aren’t likely, your email may end up buried in the inbox, and you’ve set yourself up for poor results.

Subject lines and the time you send aren’t the only influences. Here’s what else can affect open rates:

#2 Clicks

Once a reader opens your message, you’ll most likely want them to click on a link in your email.

By watching your click reports, you can see how many times each link in your emails gets clicked. This shows you what content your readers find compelling – and what they don’t.

You should pay attention to the difference between your overall clicks and your unique clicks. Your overall clicks show how many times each link was clicked in total. Your unique clicks show only the first time each person clicked a link. So this number really represents how many subscribers clicked, regardless of how many times each of them re-clicked.

Sometimes a link will have far more overall clicks than unique clicks. This happens when some of your subscribers clicked that same link again and again. It can also mean they forwarded the message to other people who also clicked that link.

These click reports are secret windows through which you can see your readers’ reactions to your messages. Keep track of these email marketing KPIs to learn what will keep them engaged in the future.

What Influences Whether or Not a Subscriber Will Click

Just like with opens, there are a number of factors that can contribute to whether or not someone clicks on something in your email. The five main factors will be covered here.

#3 Sales

Sometimes the goal of your email will be much larger than a click – it will be a sale. While some clicks may actually be a sale, it’s important to track these two email marketing KPIs separately so you know exactly how much you’re making off your emails.

Sales tracking shows you just who clicked over to your site and made a purchase.

What Influences Whether or Not A Subscriber Will Make a Purchase

Subscribers will be more likely to make a purchase if they:

#4 Traffic

Sales aren’t made in emails. They’re made on websites. Marketing emails are meant to attract people’s attention and then take them (via links) to your site where they can browse, share or purchase.

If you are sending an email with the purpose of increasing traffic to your site, and it doesn’t, you need to know. And if another email shows unusually high movement, again, you should know about it.

What Influences The Amount of Traffic I Get?

Advertising and search engine ranking are big ones, but when it comes to email there’s one big one: sharing.

If you can get readers to share your information with others, you have free advertising. One way this can happen is if a subscriber forwards the message to a friend. Another way is through social media.

You should include social sharing buttons right in your email. This will remind subscribers they can share and make it easy for them to do so. 

What to Do With Your Traffic Reports

Occasionally, you may send an email that completely flops in the traffic-generating department. When that happens, consider what went wrong. Ask yourself:

Other times, your reports for an email may show uncommonly high traffic. If that happens, pay attention you may have hit on a winning tactic.

Be careful not to make assumptions here you’ve found a winner only if your end goal was accomplished. For example, you may have attracted hundreds of eyes to your site, but your ultimate goal was sales, and you only made two. (Maybe readers were expecting one thing when they clicked and landed on another?)

If you did accomplish your goal, celebrate! You’ve found something that strongly resonated with your subscribers.

#5 Unsubscribers

Most email service providers automatically include a link that subscribers can click to unsubscribe from emails. Once a subscriber clicks that link, they can no longer receive any emails from that sender. The email service provider handles everything for the sender, so if you’re already using one of these providers, all you have to worry about is why people are unsubscribing.

What Influences Whether or Not a Subscriber Unsubscribes?

People unsubscribe from emails for a lot of reasons:

Whatever the case, unsubscribes will happen. But that doesn’t mean there’s nothing you can do about them.

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This content was originally published here.

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