Email Marketing Metrics: How to Use Them in Strategy

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Email Marketing Metrics: How to Use Them in Strategy

Do you know the email marketing metrics that you should pay attention to? Doing so is key to obtaining results and that is why today we will talk about this topic. Email marketing has established itself as one of the most effective methods that brands have to develop their marketing efforts, according to figures identified by Salesforce, it can achieve an average return on investment (ROI) of up to 3,800 per percent, that is, for every dollar Georgia Mobile Database invested, brands can receive 38 as a return, on average. The impact of email is such that in segments such as B2B it is known as the third most influential source of information, only behind the recommendations of colleagues and the opinions of industry leaders, therefore, working with email marketing can be a great support for the fulfillment of various business objectives, such as: Developing it is important, however, it is even more important to know what are those email marketing metrics that must be considered to monitor the progress of the campaigns, a good strategy depends on it. Georgia Mobile Database

Before launching the first email, brands should consider what elements they should follow based on the objective they have previously selected for this type of campaign, that is, what email marketing metrics they should follow to obtain good results or meet the objective set. Considering that there are many metrics that can be followed, below we present which are the most important regardless of the goal to be achieved. This is a metric that denotes the number of people who have opened the emails that are part of your campaigns, it is specified when the recipient of the message sees it and waits for them to load elements such as images before closing it. It is calculated by dividing the number of unique opens by the number of emails sent. The open rate gives indications that your emails are being noticed in people’s inboxes, in other words there is a good brand awareness for the brand. On the other hand, it is used to determine what combination of subject lines is effective for your emails to be opened.

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The click-through rate or CTR, for its acronym in English, is the metric that is responsible for tracking which links within the body of your message were “clicked” as well as who did it and when. This is the percentage of clicks taking as a reference the number of people who actually opened the email you sent them . A high or low click-through rate is an indicator of the impact that the messages are generating on the receiving audience. Click-through rate gives you a better idea of ​​how many people are taking the time to view the content you share and click on the links you share. With it you can determine if it is necessary to make adjustments in your campaign to improve the results. The conversion is that action that is tied to the statement that accompanies the Call To Action within your email, for example, if the CTA says “Download our Whitepaper” and that is an action that a person performs, this is considered a conversion. The conversion rate is one of the most important metrics as it reflects the final results of your email marketing campaign.


As we just mentioned, the conversion rate reflects if you are meeting the goals of your campaign, that is, they indicate how well the campaigns are performing. However, it is important that you consider how the average conversion rates are in the industry and other factors that influence such as the price point or the existing engagement with the contacts to whom you send your campaigns. As can be understood, this metric reflects Brother Cell Phone List how many people unsubscribe from your mailing list for email marketing in a certain period of time. This may or may not be high depending on factors such as lack of a good welcome series, unknown sender addresses, misleading subject lines, very low sending frequency, or irrelevant content. The rate of subscriber loss and the numbers it presents, provides good insights on how people show interest in reading the content you share and interacting with your brand. Knowing the metric is important because it is also important to keep it at a low level to continue achieving results.

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