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Friday, May 1, 2020

Knowing The Metrics Of Email Marketing That Counts


Even if social media has been the current focus for most digital advertisers out there, email marketing is still highly relevant in this day and age. It should be noted that almost 99 per cent of consumers check their email inboxes daily and there's no better way to gain the reader's attention than using email marketing.

Reported by the Direct Marketing Association of the USA that email marketing yields almost 4300 per cent ROI (Return On Investment) for businesses who use it in the right manner. So, without further ado, let's get to the topic at hand.

The Only Email Marketing Metrics That You Need To Care About

1. The Deliverability Rate

Deliverability is defined as the email delivery rate that is calculated by dividing the number of emails delivered by the total number of sent emails - on a percentage of 100. With the help of deliverability, you'll come to know about the percentage of emails that are sent to your subscribers thereby letting you know regarding how many users will read the same.

Furthermore, with the help of your email deliverability rate, you'll also get notified whether your emails are passing the 'spam checker test' - set up by the email service providers such as Google, Yahoo, Hotmail and so on. It should be known that a healthy deliverability rate should be within 90 per cent and close to 100 per cent. It's suggested that if your email deliverability is low, you should start paying attention to what you're sending to your subscribers.

2. The Rate Of Emails Being Opened

After email deliverability, it's your email open rate that is crucial in letting you know how likely your email would be opened by your subscribers. The email open rate is calculated by dividing the number of emails opened by the number of emails delivered - on a 100 percentage. An open rate of an email will help you learn how well your subject line is getting accepted by your subscribers, thereby making them curious enough to open your email.

Since the email subject line only allows you to use 30 characters, it can be the difference between 1000 subscribers reading your email or just 100 subscribers. Such a metric tells you how well your marketing tactics are resonating with your target audience.

3. The Rate Of Disengagement

By knowing the disengagement rate, you'll come to know how much your subscribers are hating your email and are thereby marking your emails as spam or rather unsubscribing altogether. You can easily calculate the disengagement rate by first adding the number of spam requests along with unsubscribes and then dividing the same with the email open rate - on a percentage of 100.

It should be noted that it's not possible to please every subscriber of yours out there, but at least you should ensure that the vast majority of your subscribers are happy with your email marketing tactics. Your disengagement rate should not fall below 15 per cent, otherwise, your email deliverability will see a major drop.

By keeping in mind the above factors regarding email marketing metrics, you'll be able to maximize your reach and reduce any insecurities from your marketing strategy.

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