10 Email Metrics You Need to Impress in 2019
By Lane Harbin
Is one of your top business goals for 2019 to improve the ROI of your emails? If so, you may have added redesign your email template, change up your subject lines, or start a newsletter on your list of things to do in the new year.
However, to truly drive your email marketing campaigns forward, you need to measure the right metrics. This will allow you to see what is and isn’t working, where you can make improvements, and how you can make your emails stand out from the crowd. Without these metrics, you’ll never know if the changes you implement affect your opens, click-throughs, and ultimately your revenue.
Below, we’ll discuss the top 10 email metrics you need to watch to boost your success in 2019.
Why are email metrics so important?
As a marketer, you already know metrics help drive forward any marketing campaign. They demonstrate exactly what content, copy, and calls to action resonate with your audience, and what doesn’t.
Focusing on the right metrics will help you analyze each campaign before improving the next one. In fact, according to Forbes, marketers who base their decisions on data can boost their profitability six fold.
Therefore, before you spend hours revamping your entire email marketing strategy, you should know which metrics to study, how to calculate them, how often you should check them, and what may affect each.
Sound like a lot? Read on to uncover these all-important email metrics, their definitions, and why they matter.
The top 10 email metrics to know for 2019
1. Delivery rates
Delivery rates tell you how many of your emails actually arrive in the right place, i.e. your recipients’ inboxes.
To calculate, simply take the number of emails that have been successfully delivered and divide this by the total number of emails sent.
If too many of your emails don’t make it to the right inboxes, you could have a problem with deliverability.
A number of factors can impact your deliverability. For example, if your rate is quite low, you may have an outdated list that contains a lot of old, invalid email addresses. Alternatively, you may have included phrases in the email that triggered a spam filter with certain email clients.
This is why it’s important to frequently clean up your recipient list, so you remove any invalid email addresses. It’s also worthwhile removing any recipients who haven’t engaged with you for a long period of time (i.e. a year).
2. Bounce rates
This is the number of emails that couldn’t be delivered to your recipients. To calculate, divide the number of bounced emails by the total number of sent emails.
There are two types of bounces, hard and soft.
Soft bounces occur when someone’s inbox is full, their server is down, or your email is larger than their provider’s size limit. Hard bounces happen when your email address gets blocked by the recipient’s server or it’s an invalid email address that you’re trying to send to.
Hard bounces are the most detrimental to your email campaigns as they negatively affect your sender reputation. …read more
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