Email Metrics and its Use – Part I

Email marketing undoubtedly is a great way to increase leads and generate profits. However, how will you track its effectiveness? There is a plethora of metrics available, but tracking only a few of them will help you improve the email marketing campaign.

What data should be collected?

After every email you shoot to the customers, ensure you collect the following data.

  1. Number of messages sent as a part of the campaign
  2. Number of emails delivered to the clients and the number of emails, which have bounced back.
  3. The number of hard bounce and soft bounce emails. Hard bounce mails are those, which are invalid or the address no longer exists, whereas soft bounce is those mails that bounces because of the receipts mails address being full.
  4. The number of unsubscribed users.
  5. The number of messages opened by the people. This usually do not give an accurate result, but comes in handy.
  6. The click-through rates, through this rate you know the number of times a clickable link has been clicked by the user.

How to utilize this information?

The data you have collected should be converted into useful information, which you can be beneficial to your business. Any increase in the number of click through rates or the open rates indicates that customers are opening your newsletter and reading them. This is great for any business as most of the businesses who use email marketing today focus majorly on increasing the click through rate. And, the number of emails delivered over the number of emails sent indicates about the authenticity of the email database that you have created and if there is a significant discrepancy in the two, then it is a thing to worry about. The reasons for this can be many. Your address is being marked spammed by the email service providers, your list contains fake email addresses, the emails are being sent to the spam folder on its own. Therefore, tracking this particular metric is of significant importance.  To simply your task, you can create an excel workbook, check results and track the success of your email marketing campaign.