Email Metrics That All Businesses Should Track
There’s no denying that email marketing is a powerful tool. Whether your business is a large, famous organisation or a small start-up, email marketing can connect your business and your products directly with your target audience. Within the messages, you can send details of products, services and offers directly to their inbox, engage with potential customers and market your business effectively.
It’s not just the message within the email
Additionally, tracking the metrics of your marketing emails is another important business tool. You can analyse a number of different things, such as the CTR or click-through rate – that is to say, how many people’s interest is sufficiently piqued by the email to encourage them to click through to your website.
Furthermore, you can find out how many people went on from this point to actually making a purchase, thereby finding out the relationship between your email marketing and sales.
With the number of email users worldwide set to hit almost 4.4 billion over the next couple of years, according to experts Statista.com, it’s essential that we analyse how useful each message really is in order to improve our e-marketing going forward.
Other Important Metrics to Monitor
Of course, the bounce rate is another important metric – what percentage of your address book is truly getting through? It can also be a really good idea to monitor the email open rate. Are your subject headings engaging enough?
A data analysis company such as shepper.com can provide data analysis and insights into the above metrics and support your business in making future decisions as a result.
Cost vs Benefit
Weighing up the cost of an email campaign relative to the sales it generates is another essential metric to acquire and analyse. This is known as the cost per lead or CPL.
You can also track the forwarding rate of emails – how many people share the information with a friend? Insights such as these give you a good rationale for tapping into a wider target audience.
