Nearly every organization in the world deploys an email marketing strategy, and many have a branded newsletter they release frequently. There are many acknowledged email engagement best practices, so how can one identify the metrics that matter? Email platforms offer a myriad of metrics but here are some that are more important to monitor than others:
Total List number (it’s important to know where you start!)
Larger email lists don’t always indicate greater success. Highly personalized content distributed to smaller, more relevant contact lists will receive higher levels of engagement than a general e-blast sent out to 8,000 recipients with fewer commonalities. Some key strategies to narrowing down your list number include:
- Audience Segmentation: Determine your target audience prior to creating content.
- Personalized Content: Create content and messaging that will only be relevant to the audience you have chosen. Create additional content specific to other audiences you may determine.
- Purge your list routinely: Depending on the type of content and the frequency at which you’re sending, consider removing recipients that don’t engage for long periods of time. Some recommend removing contacts 12-18 months after their most recent engagement, however that time frame depends heavily on send out frequency. You can realize the need for a purge, but the number of increased bounces or unsubscribes in any given audience list.
An obvious one, but just how many recipients opened your email? Just because you have a catchy email headline, doesn’t mean that people will be opening it or engaging with it. The average open rate across all industries is 22.1%. It’s important to note how the open rate increases or decreases over time, in order to measure your success.
Click rates reflect how successful and engaging your content and call to action are. Low click rates may indicate the need for a different delivery or placement of a call to action or link. Low click rates are subjective, depending on the industry but an average click rate is between 2-3%. Lower rates can also indicate issues like broken links, malfunctioning buttons, and other logistic issues to address.
One step further than click rate, conversion rate tells the story of how many recipients actually completed the call to action. Simply put, the conversion rate is the total list of recipients divided by the total number of actions or engagements Recipients may click on a link, but if they don’t finish the action of watching a video, filling out a form, or purchasing a product, then the conversion rate will be lacking.
Scroll depth provides insights into the scrolling behaviors of those reading your content. It is less about the email campaign itself, but rather the call to action it leads to. For example, if an email promotes a newly published blog or story on a website, then observing how far into the blog readers got before clicking out is important to understand if the email was indeed effective in guiding people to the content you wanted them to click on. . Many analytics professionals in companies look for more than just basic metrics of an email campaign, so understanding the user journey fully is important to capture as well.
This one will only apply if an email campaign is revenue-driven. Otherwise, engagement efforts are not based on monetary goals. Obvious of course, but worth noting that a good revenue campaign is based on many factors inclusive of engagement rates plus revenue. This is a good one to measure over time, as revenue conversions may not be immediate.
Many email marketing platforms monitor the location from which recipients open their emails. This metric is important for targeting based on geolocation if that is a need or concern for an organization.
Measuring both email performance and the value of media relations are important standards to understand and dig into. If you’re looking for new ways to measure the impact of your efforts, contact Turbine Labs today for a quick 15-minute assessment!