A major part of being able to better understand the impact your cold or warm email campaign has had on your contacts is being able to understand, analyze, and take action on your email marketing metrics.
It’s important to analyze those email marketing metrics correctly. It will better inform you of how to approach your next email marketing campaign, based on the actions taken by your contacts.
There are several metrics available. This may seem overbearing, so we’ve narrowed it down to the 9 Key Email Marketing Metrics. You should always consider these and how you can use them for your upcoming campaigns!
9 Key Email Marketing Metrics
Here’s a list of 9 metrics below. These will give you the data you need to make sure your campaigns are always improving.
1 – Open Rate
Open rates, although the most basic, can also be on of your most useful email marketing metrics. To put it simply, it’s the percentage of your campaign’s emails that have been opened.
2 – Clickthrough Rate (CTR)
Performance tracking of your email marketing campaign is of course important. If there are two key metrics that stick out above the rest, your CTR would be one of them.
Clickthrough Rates measure the percentage of recipients that clicked on your links in your email. Having a low Clickthrough Rate indicates low interest in your content. On the contrary, having a high Clickthrough Rate indicates high interest. The rate of action taken on the content you’ve provided is a strong indication of how your campaign performed.
3 – Conversion Rate
As I mentioned in the previous email marketing metric, there are two key metrics that stick out above the rest. Conversion Rate would be the second.
A high conversion rate, like a high CTR indicates you’re doing something right with your content. They have not only shown interest by clicking the link, but have taken a further action. You can identify this metric to whatever your goal is. That may be a phone call, replying to an email, booking a demo, a purchase, etc.
4 – List Growth
After a while your list degrades. It’s important to top up. See how many of your contacts opted-out, hard bounced, converted. You can then reach out to your data provider and replenish your list as needed. This ensures you’re hitting your monthly volume to achieve your conversion goals. Cold lists don’t grow naturally as subscribers could as they are purchased or created. As time goes on, compare of good contacts vs. bad. From there you can see how your list is depreciating so you can add new contacts to it as needed.
5 – Bounce Rate
There are certain times, or email addresses that don’t connect properly when you send out an email marketing campaign. When your campaign doesn’t reach the desired recipient, this is called a bounce. Your bounce rate is the percentage of your emails that bounce. However, there are two different types of bounces that you could encounter.
Soft bounces are a temporary bounce. Your contacts inbox may be full, their server may be down, etc. This email can still end up landing at your desired recipient but is of course not guaranteed. A resend to these soft bounces is encouraged to try and land in the inbox.
Hard bounces are different from soft bounces in a sense that there is a permanent problem at hand. If you send an email campaign and utilized a list that contained an email that no longer exists, this would be an example of a hard bounce. The email address is not real, and the outcome will remain the same if you resend to them. They should be removed from your list. That way you don’t continue to deliver messages to them, increasing your hard bounce rate. Certain mail clients will deem this as bad. This will hinder the delivery of your campaign if you continue to send to a high volume of hard bounces.
6 – Subscribes/Unsubscribes
A new subscriber is someone that has agreed they want to opt-in to view your content through your email marketing campaigns. They have decided they wish to see more of your content and gave permission to be added to your list, often through a form fill.
On the contrary, unsubscribers, are people that used to be a part of your subscriber list but have decided they no longer wish to receive your emails. You may want to make it difficult for people to unsubscribe, however that would be a mistake. You want to have a very clear unsubscribe link for your viewers to see. Not only does this help ensure you are CAN-SPAM compliant but will also build trust between your brand and your recipients. This is imperative when sending cold emails.
7 – Spam Reports
You want to make sure the content you release is enjoyed, or at least accepted by your recipient. When a recipient decides this is unacceptable content, that they do not wish to see, they may flag your content as spam. This will surely affect your deliverability on future campaigns. It’s important to ensure your content is relevant to your audience so they continue to view your email campaigns and don’t report or flag it as spam.
8 – Email Forwarding
Anytime a recipient decides that they want to share your content with others within their own personal network, this is a great indicator that you’re presenting the right content to the right audience. When you see high reports of email forwarding, you should further investigate this content. Begin to understand what it was that resonated with your recipients and begin to build campaigns following that same structure or type of content.
9 – Return on Investment
This is the metric that every manager, business owner, or budget team wants to see. What is the return on investment, or frequently known as ROI on your email marketing campaign (or any campaign in general)? Tracking the ROI takes assumptions out of the window, and you can clearly see how your campaign affected the bottom line.
Did you see a strong ROI, a weak ROI, or even a negative ROI? This is an extremely important factor to consider when drafting future campaigns based on the ROI results of others.
How Clickback Will Help Optimize Your Campaigns
Clickback is not an email marketing solution. They do Email Lead Generation. Email marketing is used to send emails to a list of opted-in contacts. Clickback’s focus is on sending emails to colder contacts working to convert them into opted-in leads for you to nurture, call and move them along the funnel to a closed customer.
Alongside the key email marketing metrics listed above, which can be found in their robust campaign reporting, Clickback additionally offers a built-in feature called Website Visitor Intelligence™ technology. This proprietary program enables you to analyze how your contacts are engaging with your website. Whatever action is taken by your contact, you have the ability to see how their reacting to your email campaign from first open to last click of a website.
Our built in, list cleaning service will filter out any bad data and spam traps from your list to give you the best optimization possible.
When it comes to email formatting or design, we also offer a design template that has a built-in system to check your content in real time to ensure that you aren’t using any verbiage or formatting that will set off red flags for spam filters.
Clickback is fully CAN-SPAM and GDPR compliant so you can utilize their service to run Email Lead Generation campaigns without worry, while having access to a list of email marketing metrics that you can analyze so you better perform in your next campaigns.
Clickback has pioneered the cold B2B email marketing industry over the last 20+ years and have continued to develop and improve their software to become the go-to for optimal delivery and results as an email lead generation service.
We hope that by reading this blog you can now better understand how to utilize any email marketing metrics provided to you, and ultimately make stronger, more ROI driven decisions on your next email marketing campaigns.
You can book a live 1:1 demo with one of or sales reps today to have all your questions about our software answered in real time!