Nothing connects you to a target audience, increases profits, and generates brand loyalty like email marketing. However, one of the guaranteed ways to kick an email campaign into high gear is to analyze metrics. Knowing what to assess and track beyond the expected can not only gauge success but also show shortcomings and suggest necessary adjustments for tactical enhancement. Furthermore, an email campaign can be tracked in a billion ways and deemed a tremendous success, but without proper delivery, a brand finds itself out of the conversation in consumer inboxes. This is where email warmup services come into play. One of those services is Warmy.io.
Warmy.io is an email warmup service that strives to increase deliverability so that the metrics actually matter when your email gets opened.
Why Tracking Email Marketing Metrics is Essential
This type of information from mere email marketing campaigns suggests that measuring effectiveness in this digitized day and age can be afoot. If the intended consumer reacts to the marketing message, then the campaign does what it’s supposed to do. In addition, companies that capitalize on such information-driven opportunities know they’re effective, change follow-up products and services based on findings, and ensure the most effective potential.
Similarly, if the email metrics show something’s wrong, open rate is down, clicks are low, deliverability challenged companies can evaluate what’s wrong sooner than later and make effective adjustments for next time. Therefore, metrics are more than numbers assessed, they are your chance for growth and the best way to learn how to connect with your customer.
Essential Email Marketing Metrics
Understanding which email marketing metrics to measure is critical when evaluating how successful a campaign was, and how to improve it for next time. For example, the email open rate shows how many people opened the email, which reflects how compelling the subject line was and whether or not people knew the sender’s name. A good email open rate is 20–30%. The email click-through rate (CTR) shows how many people actually clicked through any links included in the email; a good CTR is 2–5%.
The conversion rate shows how many people, in a determined time frame converted and did what the brand wanted them to do. For example, whether it was a purchase or a sign-up for more information, this rate measures the success of the brand’s CTAs. The bounce rate measures how many emails did not arrive as intended. If a brand’s email bounce rate is greater than 2%, this harms its sender’s reputation. Finally, the unsubscribe rate shows how many people will no longer receive emails; anything less than a 0.5% unsubscribe rate means content met expectations.
Tips for Analyzing Campaign Performance
Above all, it’s not only about the metrics. Compare them over time. Are they part of a momentary engagement spike or sustained exposure? Use them to determine when and how your audience is active and which efforts are most successful. Also, compare metrics to one another, and previous efforts, to determine what’s successful and what’s not. Segmentation is important, too. This doesn’t mean that overall metrics aren’t valuable, they are. But segmented metrics by audience open even richer possibilities from which to explore.
You may discover certain things that engage a newer audience that would never fly with your more established subscribers, and vice versa. Ultimately, assess qualitative metrics, too. Review feedback, discussions, and engagement beyond numbers to grasp a more comprehensive understanding of how well your campaign is truly performing. The combination of quantitative and qualitative measurements gives a better feel for the success of the campaign.
Why Email Deliverability is Key to Accurate Metrics
Email deliverability is essential for email marketing to even exist. When you’ve carefully crafted the perfect copy, or design and the email never reaches the subscriber, you gain nothing. Furthermore, if you don’t achieve deliverability, it skews open rates, click-through rates, and other statistics, putting your post-campaign evaluation in a skewed, ineffective state. You need email deliverability to soundly evaluate your campaign.
Deliverability Matters in Metrics
Metrics are meaningless for email if your messages don’t land in the intended inboxes. Bad deliverability affects the quality of your data, which then results in false insights and bad decisions. Even the best-planned campaigns will fail if bouncing or going to spam.
How Warmy.io Ensures Deliverability
Warmy. io provides an email warm-up tool that can help you improve your deliverability by warming up your sender reputation. Warmy. io tells email providers your domain is trusted. This significantly minimizes the chances of your emails being sorted into the spam map, with inboxes having significant metrics for strong returns.
Using an email warm-up tool such as Warmy. io is particularly important for new domains or email accounts. Without it, even the best-intentioned campaign might not even have the chance to yield great data if the cause is deliverability. Warmy. io makes your hard work count by ensuring your email makes it to the inbox.
Combining Metrics with Deliverability for Success
This is the secret to email marketing with the greatest metrics and the greatest additions to those metrics: a deliverability strategy. Understand that what your open rate is doesn’t truly matter if you aren’t hitting the inbox. Services like Warmy.io set you up for success with great deliverability so that when it comes time to adjust your campaign down the line, you’ll have the proper metrics to do so.
For example, you can say you have a 40% open rate, but you’ll have so many bounces that it’s such that you’re NOT hitting people’s inboxes. Any adjustment you’re making based on those results is null and void; those results don’t even apply to your campaign in the first place. But when you know how to email reputable/whitelisted services and you combine that with reputable metrics, you’re all set.
Conclusion
Metrics for email marketing are pivotal for assessing performance and analysis. Open rate, click-through rate, conversion rate, and industry averages provide a better scope of engagement with the audience. However, all of this becomes irrelevant if successful email deliverability doesn’t occur in the first place.
With Warmy.io, for example, you’re ensured that you’re in the know with information that positions your emails to go to proper inboxes, legitimate, active email addresses. Throw in attention to deliverability and analytics, and brands can create campaigns that increase the likelihood of reading and buying while also making such content useful for long periods of time. It’s all about the data and the place of delivery first in email marketing.
