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Measuring Your Email Marketing

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by Robert Vergara

When measuring the success of an email marketing campaign, a marketer should analyze individual email metrics, the email marketing channel metrics, and return on investment. Detailed analysis of these metrics will help you improve your email campaigns and define how well the overall strategy is performing.

Email SEND

The email SEND tells you how many emails you tried to send. It shows who your email was sent to and who it wasn’t sent to. This metric also shows any email recipients who have bounced, unsubscribed, or were suppressed. Therefore, it is a good measure to determine who should remain on the email list and who should be taken off.

Who Got a Delivery?

Emails DELIVERED is the quantity of email addresses that are valid and have accepted the message you created and sent.

OPEN Me!

Of those valid emails that were successfully delivered, measure the ones that were opened. Then, analyze the percentage of how many clicked on a link within the email—the clickthrough rate. These lead to a conversion which is the desired action you want the user to take.

These individual email metrics are continually analyzed and optimized to reach campaign goals.

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Analyze Your Email Channel Too

Measuring the monthly engagement with your emails and how that engagement leads to conversions are some metrics to measure your email channel. You can also find traffic from email, device usage, and trends for open and clickthrough rates.

In addition to these metrics, a vital component is the state of your email lists. These lists naturally grow, and sometimes formerly valid email addresses are no longer in use. People move, change jobs, and change email addresses. Therefore, the ongoing process of analyzing and keeping the email lists current will help communicate with the right contacts.

Of Course You Analyze the Money

Measuring your Return on Investment (ROI) determines how successful a campaign is. The additional sales generated from the email, minus the money you invested in the campaign, divided by the total amount invested, and multiplied by 100 determines ROI. Regularly testing emails and determining their ROI helps build benchmarks that can be used to optimize email campaigns.

By measuring and analyzing individual email metrics, email channels, and return on investment on a continual basis, marketers can make serial adjustments to campaigns and strategies using the most current information. This facilitates contacting more valid users who are more likely to enagage with the email message and take the desired action to meet their goals.

If you enjoyed this healthy marketing post, read about other successful marketing strategies here.

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