Everyone is trying to figure out how to do email marketing, and more importantly to it right! It’s free, no more postage stamps to keep you on your client’s minds. What’s better than that? But how exactly do you know if what you’re doing is actually working?

In order to figure out what to do, ask yourself, “What do I want out of my email marketing?” Whether your goals are to generate leads or communicate with your clients, you have to understand the metrics you will be using to get to the most our of your marketing email campaigns.

So here is what you need to be paying attention to in email marketing. We will go through what metrics you should know about and which ones will help you get to you final destination of you email campaign dreams.

6 Metrics You Need To Know

  1. Clickthrough Rate

The clickthorugh rate, aka CTR, is the very first thing you need to find out. It’s a simple calculation of how each email you send is being responded to every time. You then keep track of these numbers and can decide if certain email campaigns are getting more initial responses based simply on the heading your clients are seeing. You can use different tag lines to determine what your clients want to know more about and what they are not quite interested in learning. These CTRs are so important to be aware of and tracking often. It helps you correlate what your clients want and what content they want to know more about that they will receive from your brand.

      2. Conversion Rate

After you understand your CTR, then you need to know about how you are converting your clients to your brand. What part of your email makes them jump into action? Is it worth it to your client? Basically, what is your call to action to your client. Each campaign should have a specific goal. It can be something as simple as look at our new website to downloading an app or free new product, or it could be to purchase the newest hit feature you have just produced. The conversion rate helps you to figure out if you are reaching your goal of the campaign.

      3. Bounce Rate

Now, your bounce rate is measured in percentages. Out of all the emails you have sent, which ones did not even get to a client’s inbox for the client to read. You track bounce rates by putting your bounces into two different categories, “hard” and “soft” bounces.

First, let’s figure out soft bounces. These rates show us that there is a temporary problem with an email address that does work. Normally this is simply caused by server issues or a full email inbox. You can try again within a few days with these soft bounces to see if the problem has been cleared or resolved.

Hard bounces, however, are emails that no longer exist or have been closed. These will never be able to get to the client. When you get hard bounced emails, go ahead and throw out that email address. Make sure you don’t have a lot of hard bounces because internet providers use these bounce rates to figure out if you are actually a spammer. If you become a spammer, then your clients won’t be seeing your information.

      4. List Growth Rate

One important part of email marketing is your list of clients. You want to be keeping track of your growth, or even your losses. You clearly want to be focused on growing your list of contacts. The more your reach has, the higher you will be positioned as the leaders in your industry. However, every company experiences a natural loss throughout the year, even up to 25% by the end of the year. Because of this natural loss, you want to make sure that you are constantly growing your reach and maintaining your clients’ trust in your position as the industry leader.

     5. Forward Rate

This is exactly how it sounds, how many people are forwarding or sharing your emails with their family, friends, and associates. Your forward rate is crucial to be following in your metrics. Why? Have you heard of “going viral”? You want your information and your emails to be so relevant to your clients and contacts that they must send it on to their contacts! How does this help you? Simple. You get new contacts. You are attracting more leads. Always make sure you are encouraging your contacts to share your information with their family and friends!

      6. Overall ROI

Finally, you need to be monitoring your overall success with your email marketing campaigns. Make sure you have your SLA system set up so you can assign different values to each type of lead based on the how likely they are to be generating revenue for you and your company.

Tracking the Right Metrics

Just like you have many campaigns in your TV, radio, or poster advertisements, you can have different campaigns for your email marketing. This is when knowing what the goal of each campaign can determine what you want to track.

     1. Growth Rate for your Subscriber List

If you want to attract more people to your website, get people to download free apps and tools from your company this is the rate you want to focus on. Make sure each email has some call to action that tells your contacts exactly what you want them to do, SHARE, SHARE, SHARE. Each email should have some form of a link that can be clicked on and lead straight to somewhere they can join the email list for your company. This way, when the email is forwarded to someone new, it is quick, simple, and easy to join your list.

       2. Number of New Leads

If you are working on lead generation, you need to be sending out emails that requires your contacts to fill out some form of a lead capture in order for them to continue on what they want to know. You need to be tracking the number of leads you’re getting each day. You can focus on all leads, or new leads, depending on what campaign you are trying to run.

      3. Lead-to-Customer Conversion

Now, what you may consider to be the most important for your business, how to get customers! If your goal is to convert more leads into actual customers, then you need to focus in on your call to actions to actually go and buy something. You can do this by offering free trials, showing videos of products, or offer a special limited time coupon. Make sure you are tracking how closely you’re getting towards the goal of each individual campaign. Keep in mind that you need to continue to track these numbers. Just because they are working for you one month doesn’t mean they will work the next month.

What Isn’t As Important To Focus On?

Your open rate and unsubscribe rate aren’t quite as important to focus on. Even though most people would assume an open rate is the most important, it is actually way more valuable to you to know what your CTR is and that the CTR is going up. That is how you optimize your email campaigns. Similarly, most people thing unsubscribe rates are important. However, most clients are no longer actually completing the unsubscribe process. It is much easier for them to just simply stop opening or reading your content. That is why the CTR and conversion rates are much more valuable to you as a client.

Finally, know what you want to do with your campaigns, and then make sure you are effectively measuring each individual campaign’s progress. Make sure you follow the steps to turn contacts into consumers. If you follow these steps you will be on your way to effective marketing. Make sure you stop by Envertex.com and we can give you a free consultation on how to make your email marketing campaigns even better!