Measuring your email marketing campaigns will tell you which email subject lines are most effective, who is clicking on what, and whether your emails are being read by your intended recipients.
Email marketing metrics provide insight into what works and what doesn't, so you can improve your email marketing strategy and keep emails from getting sent to your email (or worse, your spam folder) You can avoid that.
What are email marketing metrics?
Email marketing metrics are numbers or percentages that indicate the success of an email marketing campaign. These provide information about your campaign, such as how many people opened your email, how many people clicked on it and went to your website, and how many people unsubscribed.
Why you need to track email marketing metrics
Metrics help you understand how your subscribers engage with your content. You'll see what content resonates, so you can use that to improve all your future emails.
Shopify Email automatically tracks the metrics you choose, so you can connect with your customers and build lasting relationships through email. Measure results such as how many people click on your email to visit your store, how many people add a product to their cart, and how many people end up making a purchase. Even better, you can access everything from your Shopify account linked to your product catalog for deeper and more detailed performance insights.
10 email marketing metrics you need to track in 2023
Reach rate
Deliverability indicates the percentage of sent emails that are successfully delivered to recipients. A high deliverability rate indicates that your list is clean and healthy and ensures that your emails are landing in the right inboxes. However, if the numbers start to decrease, your email may be marked as spam or you may be sending the email to an invalid address.
How delivery rate is calculated: Divide the number of emails delivered by the total number of emails sent and multiply the result by 100.
What is a good reach rate?
Ideally you'll reach 100%, but aim for 99%. The list always includes anomalies. If your deliverability rate is below 97%, audit your email address collection methods to make sure you're maximizing your chances of success.
Open rate
Open rate is the percentage of recipients who open your email. A high open rate may mean your subject line is persuasive or that your customers are expecting your email to arrive in their inbox. If your open rates are low, consider experimenting with your subject lines, use personalization, consider incorporating emojis, or change your sending frequency.
How to calculate open rate: Divide the total number of emails opened by the number of recipients and multiply the result by 100.
What is a good open rate?
A good open rate is in the 20% to 22% range. If your email service provider indicates that your open rate is lower than this, try experimenting with A/B testing subject lines to find the one that works best for your audience.
3. Click-to-open rate (CTOR)
Click-to-open rate is the percentage of people who click on a link within an email after opening it. It evaluates his two metrics in one: number of people opening the email and number of clicks. Many people use this metric to measure the overall success of a campaign. This is because it's an effective way to understand how many people found your content engaging or worth clicking on.
How to calculate CTOR: Divide the number of people who clicked on links in your email by the total number of people who opened your email, then multiply the result by 100.
What is a good CTOR?
Aim for 10.5%, reported as the industry average benchmark by Campaign Monitor in 2021. To improve click-through rates, make sure your content is relevant to your audience, test different send times, and use strong CTAs. (CTA) incentives included.
conversion speed
Email conversion rate is the percentage of subscribers who take a specific action (such as a purchase). This is usually one of the most important metrics for an email campaign, as it is the overall goal.
How to calculate conversion rate: Divide the number of people who took the desired action by the number of emails delivered and multiply the result by 100.
What is a good conversion rate?
Ecommerce conversion rates are notoriously low, with anything above 2% considered good. If you don't get that, try adding a discount offer to your subject line, make sure your design is mobile-friendly, and use a clear CTA.
You can also try adding automated emails to your strategy, as contacting your customers at the right time is a great way to increase results. According to eMarketer, the industry average for conversions from welcome emails is around 3%, and you can set up welcome emails directly in his Shopify using marketing automation.
Unsubscribe rate
Unsubscribe rate is the percentage of users who opt out of your subscriber list after sending your email campaign.
How to calculate unsubscribe rate: Divide the number of people who unsubscribed by the number of emails delivered and multiply the result by 100.
What is a good unsubscribe rate?
The lower the better. Please aim for 0.5% or less. To keep this metric low, you can test your email frequency and keep your content understandable and relevant. Email frequency refers to the number of times you send emails to your subscribers. It's important to build sending frequency into your strategy from the beginning so your subscribers don't feel like you're sending them too many emails.
You can also segment your list to send more relevant content to your subscribers. Try grouping your subscribers based on whether they've made a purchase, what they've bought, how much they've spent with you in the past, and send targeted emails to just that group. Shopify users can set this up using the marketing segmentation tool.
bounce rate
Bounce rate measures the number of emails sent that could not be delivered to the recipient's inbox for any reason. He has two types of bounces. A “soft bounce,” which temporarily blocks the recipient's inbox (because the inbox is full or the server is down), and a “hard bounce,” which indicates that the email address is invalid or nonexistent. “is. .
How to calculate bounce rate: Divide the total number of bounced emails by the number of emails sent and multiply the result by 100.
What is a good bounce rate?
A good bounce rate is 2% or less. Although “soft bounced” email addresses may receive emails later, you can improve your bounce rate by removing “hard bounced” addresses from your email list.
list growth rate
List growth refers to the growth rate of your email list. The more people you have on your list, the more potential customers and sales opportunities you will have.
How to calculate list growth rate: Divide the number of new subscribers (minus the number of unsubscribers) by the total number of people on your list and multiply the result by 100.
What is the right growth rate for your list?
Aim for list growth rate of 2.5%. Improve your percentages by using clear CTAs on your landing pages, offering incentives for users to subscribe, and placing registration forms on your website and key marketing channels.
Email sharing or forwarding rate
Email sharing or forwarding rate measures the number of people who share your email with their social networks and friends and family. This is usually tracked through a “share this” or “forward to a friend” button and is a great way to grow your list with very little effort.
How to calculate email sharing or forwarding rates: Total number of emails delivered[共有]Divide by the number of button clicks and multiply the result by 100.
What is an appropriate email sharing or forwarding rate?
There are no hard numbers here. Sharing and forwarding are both positive, but if recipients receive your email but don't sign up, it won't necessarily lead to new subscribers. However, they may click on a link, visit a store, or take another action that benefits them.
ROI
ROI stands for return on investment and measures the revenue or sales a campaign generates relative to the amount invested in the campaign.
How to calculate ROI: Divide the total revenue from your campaign by the total amount spent on the campaign and multiply the result by 100.
What is a good ROI?
On average, email campaigns generate $42 for every $1 spent. This corresponds to his ROI of 4,200%. But don't beat yourself up if you don't hit that number. The important thing is that you get a higher return than your investment. To improve this, implement a conversion optimization strategy, A/B test subject lines and content types, experiment with CTAs, and add incentives to your emails.
Number of spam complaints
The number of spam complaints refers to the percentage of people who marked your email as spam. This can be discouraging and negatively impact your email marketing strategy. The more spam complaints we receive, the more likely it is that future emails will be routed directly to your spam folder.
How spam complaint rate is calculated: Divide the number of people who reported an email as spam by the number of emails sent and multiply the result by 100.
What is an appropriate spam complaint rate?
Ideally 0%. Keep spam complaint rates low by displaying and providing access to unsubscribe links, enabling double opt-in, and avoiding spam subject lines.
Email Marketing Metrics and KPIs: Final Thoughts
Tracking email marketing metrics should be part of your campaign strategy from the beginning, but the next best time to track your data is now. These numbers will tell you what type of content your subscribers are responding to, how your email campaigns are performing, and what you need to do to keep moving forward.
Shopify Email automatically enables tracking from the start and reports on all key metrics, including:
- delivery rate
- Number of subscribers who unsubscribed
- click-through rate
- Number of times an email was reported as spam
- Number of unique visitors sent to your store via email
- Number of times an item was added to a cart after accessing the store via email
- Number of orders made via email by customers who visited your store
- Sales amount from store visits via email
Open tracking must be enabled, but you can update and customize your settings at any time. Grow your audience and increase your open rates, don't forget to analyze the results of your email campaign and adjust accordingly.
Email Marketing Metrics FAQ
What metrics should you track with email marketing?
– Reach rate
– Open rate
– Click-through rate
– Conversion speed
– Unsubscribe rate
– Bounce rate
– list growth rate
– Email sharing or forwarding rate
– Return on investment (ROI)
– Spam complaint rate
What are your email marketing KPIs?
The most important and common KPIs for email marketing are open rate, click-through rate, and conversion rate. You can also track metrics like delivery rates, unsubscribe rates, and list growth rates to understand what your subscribers want and need.
What are the email metrics?
The email metrics you track will depend on your goals and the type of campaign you're running. The most common email metrics are deliverability, open rate, click-through rate, conversion rate, unsubscribe rate, bounce rate, and ROI.
What are the five marketing metrics?
The five most common email marketing metrics are:
– Reach rate
– Open rate
– Click-through rate
– Conversion speed
– Unsubscribe rate
