So, why only 4 metrics?
Each of these metrics corresponds with a specific, high-leverage part of your email.
If performance dips, reviewing which of these numbers changed can help you understand EXACTLY what happened and HOW to fix it.
The 4 metrics are…
2. Open rate
3. Click-through rate
4. Disengagement rate
Let’s dig into each of these and go over what they are and how you’ll use them in your own email marketing.
Email Marketing Metric You Must Track #1: Deliverability
The ratio of delivered to sent emails is used to measure deliverability, also known as delivery rate.
The percentage of emails that make it to the inbox is referred to as deliverability. To put it another way, it tells you how probable it is that your email will be received.
Deliverability indicates how successfully your emails pass the “spam test” for Email Service Providers (ESPs) such as Gmail and Yahoo.
Your deliverability should be pretty good if your emails do not include any flagged terms and are well received by your recipients. The upper 90%ile of deliverability is considered healthy.
Keep an eye out for emails that aren’t getting delivered. This is an excellent method of identifying copy that ESPs dislike, such as:
“No Investment Needed”
“No Money Down”
The following measure is a well-known one…
Email Marketing Metric You Must Track #2: Open Rate
The open rate of your email is calculated by dividing unique opens by received emails, and it informs you how likely people are to read it.
This metric indicates how often your emails are opened and hence read.
Because open rate is one of the simplest metrics to influence, it’s a well-known measure and a common blog topic, including for us.
The open rate refers to how successfully your subject line persuades your email list to actually read your message.
Because you only have about 30 characters in your subject line to attract someone’s attention, concise language might be the difference between 700 and 7,000 individuals opening your email.
The open rate should be used as a gauge of how successfully your message is received by your target audience.
The third statistic is perhaps the most important because it is most directly related to sales…
Email Marketing Metric You Must Track #3: Click-Through Rate
The click-through rate reflects the possibility that someone will click on a link inside your email, and it informs you how likely your audience is to engage with it.
The number of unique clicks divided by the number of unique openings is the formula for calculating click-through rate.
The click-through rate is significant since it determines whether or not recipients of your emails are actually performing the required activities.
In an email, it’s the clicks that drive:
A poor click-through rate typically means your email text isn’t working and that your call-to-action is weak or imprecise (CTA).
Avoiding over-selling your products or services through email and instead focusing on encouraging individuals to click your link is an easy approach to enhance click-through rate.
The email’s body has only one purpose: to sell the click.
The last measure is one that practically no one considers, yet it may provide the greatest insight into how your email list perceives you and your email approach.
Email Marketing Metric You Must Track #4: Disengagement Rate
The disengagement rate indicates how probable it is that people will dislike your email.
By adding spam complaints to unsubscribes and dividing the total by unique opens, you can get the disengagement rate.
Some individuals will constantly be drawn to or away from you as a result of your emails. While you won’t be able to please everyone (and shouldn’t try), you should make sure that the great majority of your subscribers enjoy what you have to say.
That’s why you should keep a close check on your disengagement.
With disengagement rate, you can spot ineffective message and eliminate it from your copy toolkit.
You must keep your average disengagement rate for emails below 0.15 percent or your deliverability will begin to suffer.
You now have your four metrics, as well as the fundamental applications for each of them—move let’s on to the next step.