26 Nov

How to Measure Email Marketing Success

You have created this great campaign, you have sent the emails and are resting comfortably with a beer. Now what?

The important thing with email marketing – if done on the right platform – is that the results are measureable. Once the current campaign is finished it is important to analyse the metrics from it and use it to make the next campaign more successful.

Any good emailed marketing platform will be able to give you a range of different metrics. The most important are:

Open Rate – how many people opened the email.

Delete Rate – how many people deleted the email without opening it.

Unsubscribe Rate – how many people unsubscribed from your mailing list.

Referral Rate – how many people forwarded the email to a friend.

Click Through Rate – how many people followed the Call To Action.

By analysing all of these metrics, you can determine if changes need to be made to your next campaign. For example, if you have a high deletion rate, maybe the title of your email is putting people off. Or if your open rate is high but people are not clicking on the call to action, maybe you need to try redesigning the Call to Action button to make it more attractive. Very often people subscribe to a newsletter but get sent an advertisement instead. Remember, this is marketing, not advertising!

Email marketing is very valuable and has a good ROI but like anything worth doing, it requires work. So analyse where you have gone right and wrong and start designing your next campaign today!