Statistical analysis is an essential part of email marketing, just as it is for all other digital marketing strategies.
Thanks to the measurement tools available, it is possible to accurately track the performance of email campaigns and understand subscriber behavior. By mastering these statistics, you can adjust and improve your future campaigns to achieve better results.
In this article, we'll explore the top six metrics to monitor to optimize your email campaigns, as well as practical tips for improving these metrics and maximizing the effectiveness of your email marketing efforts.
Number of emails sent
The total number of emails sent is the basis of your campaign . It shows how many messages were delivered to your subscribers.
This statistic allows you to check that your emails are reaching your targeted audience. Make sure this number matches your campaign's expectations, as a lower number of sends could indicate technical issues or poor management of your contact list.
Email opening rate
THE the opening rate is one of the most crucial indicators in an email marketing strategy. It measures the percentage of emails opened compared to the total sent.
A high open rate indicates that your email subject lines and preheaders are engaging and capture the interest of your subscribers. To improve this metric, focus on creating compelling, personalized, and relevant email headlines . You can also use emojis to capture attention in the inbox.
SEO advice
Use relevant keywords in your subject lines to both grab user attention and drive better deliverability.
Bounce rate
THE bounce rate measures the percentage of emails that were undelivered due to incorrect or non-existent addresses. Rebounds can be classified into two types:
Hard Bounce when the email address no longer exists, and delivery is impossible.
Soft Bounce when the address logs a temporary error, such as a full inbox.
It is essential to monitor this rate to maintain a good sender reputation and ensure the best possible deliverability of your emails.
Trick
Clean your subscriber list regularly to remove invalid addresses and reduce bounce rate.
Click through rate (CTR – Click Through Rate)
The click-through rate indicates the total number of users who clicked on the links , buttons, and calls to action integrated into your email. This metric is essential for measuring the effectiveness of your calls to action and promotional messages.
To maximize your click-through rate, use clear, engaging calls to action and place them strategically in your email. Don’t hesitate to run A/B tests to find out which format or placement works best for your audience.
SEO Optimization
Insert keywords into your call-to-action links to reinforce context and improve search engine visibility.
Email responsiveness rate
Responsiveness rate helps you know what percentage of your subscribers were interested in the email after reading it. This is a key metric for assessing the quality of your email content . It is calculated by dividing the percentage of clicks by the open rate.
For example, if out of 25 emails sent, 20 are opened and 15 clicked, you have an opening rate of 80% and a click-through rate of 60%, which gives a responsiveness rate of 75%. A high responsiveness rate means your content is relevant and captures the attention of your subscribers.
NB: Magileads provides you with all the essential key figures to adjust your email campaigns and obtain better results.
Unsubscribe rate
The unsubscribe rate measures the percentage of users who have decided to no longer receive your emails. A high unsubscribe rate may indicate that your content is not relevant , that the sending frequency is too high, or that your audience segmentation is not adequate.
To reduce this rate, make sure to send relevant content, adapt the sending frequency to subscribers' preferences, and segment your list well to better target your messages.
READ ALSO: 4 simple steps to succeed in your email campaigns in Magileads
SEO Tip
Always offer an easy-to-find unsubscribe option to improve trust and user experience.
Additional statistics for in-depth analysis
To go further in analyzing your campaigns, you can also monitor these statistics:
Geolocation of openings
Allows you to know the place of residence of each user and compare this data with other statistics. You can personalize the design of your emails according to the geographic preferences of your subscribers.
Software analysis
Helps you identify which operating systems or browsers are used to open your emails. This allows you to adapt your designs for better compatibility.
Email client
Helps you understand which email client your subscribers are using. Since customers can interpret HTML code in different ways, adapting your email design can improve readability.
Why are email marketing statistics important?
One of the great advantages of Digital Marketing compared to traditional marketing is the ability to measure your results almost instantly. By closely monitoring the statistics of your emailing campaigns, you gain visibility into the behavior of your subscribers, which allows you to quickly adjust your strategy to improve your performance.
Tips for Improving Your Email Marketing Metrics
Offer useful, quality content
Make sure your emails contain relevant information that meets the needs of your readers.
Segment your shipments
Use geolocation information and software analytics to target your messages more precisely.
Take care of the design
Create an attractive, easy-to-read design.
Set up calls to action
Use links with clear calls to action to tell subscribers what action you want them to take.
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