Social media metrics are the numbers a business or organization uses to quantify their social media efforts. These metrics vary from platform to platform. With email marketing, there are also many metrics that business and organizations should understand, track, and report on so you can see how your email marketing efforts are performing. In this blog post, we’re highlighting a few metrics that are good beginning metrics to track so you can see the big picture of your email marketing efforts and help you see what is performing and what is not.
Opens or open rate refers to how many people opened your email message. Many email marketing programs such as MailChimp will automatically calculate your email open rate with every email campaign you send.
If 40 emails are opened and your email was sent to a list of 100 people, your open rate is 40%. This is calculated as follows: divide the total number of email opens by the number of email sends. Multiply that number by 100.
Keep track of your opens/open rates for comparison purposes. For example, if you send out a monthly e-newsletter to your members, track your opens and open rate from month-to-month to see how you have improved. If you see a high open rate from month-to-month, this means your subject lines and email content resonate with your audience.
Keep in mind that your email opens and open rate of your email campaigns will vary by industry, how you have segmented your email list and the type of email message you send.
If someone clicks on a link in your email message, this is a click! Tracking your clicks or click-through rate gives you insight into how effective your copy was at getting your reader to click and the effectiveness of your link button.
If your e-mail clicks are low, for example, perhaps you are not getting any clicks from your email message to register for your upcoming event consider: changing the color of the button or link, change the shape of the button, spruce up your email copy, and or optimize your e-mail message for mobile.
Like your open rate, your click-through rate depends on your industry, the type of email your send, and how you have segmented your e-mail list.
Email marketers must accept the fact that email lists and contacts naturally decay over time as email addresses change and people unsubscribe.
An unsubscribe or the unsubscribe rate refers to how many people per email send hit the unsubscribe button and opted out of any future email marketing messages from your business or organization.
If four people unsubscribed from your most recent email message and your message was delivered to 200 people, your unsubscribe rate is 2%. This is calculated as follows: the number of people who unsubscribed divided by the number of people you delivered your message to. Multiply that number by 100.
Unsubscribe rates are best kept between 1-2%. If you have a high email unsubscribe rate for a particular email message, one can infer that the content or message did not resonate with your audience. A low unsubscribe rate for an email message tells you that your audience did in fact like the content and information you sent to their inbox.
And there you have it! Three email marketing metrics your can track and report on to see how well your email marketing efforts are performing. Happy emailing!