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10 Must-Know Email Marketing Metrics And Tips

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email marketing plan - amazon best seller on marketingEmail marketing is one of the most effective methods for promoting brand awareness and boosting sales. This article introduces some basic email marketing metrics for measuring the effectiveness of your campaigns. By collecting,  analyzing and understanding this data, an email marketer can gain valuable insight as to what works and what doesn’t work, and utilize these metrics as benchmarks to refine email marketing campaigns.

1. Open Rate:

Open rate is calculated as the percentage of:

the number of emails opened  /  the number of emails delivered

An open is counted if the images in the email are enabled, or a link in the email is clicked. If an email is opened without enabling the images or clicking the link, it is not counted as an open. So this metric is not very accurate.  Open rates could be quite varied for different industries and different list sizes.  The bigger the list size is, the lower the open rate tends to be.

2. Click Rate:

Click rate is calculated as the percentage  of

the number of unique clicks  /   the total number of  recipients


Click rate is for measuring email recipients’ engagement with the email messages.  Usually duplicate clicks by a same recipient are not counted for a more precise measure. In order to encourage clicks on links, links should be obvious and clear to invite more calls to action. Emails with more links usually have a higher click rate than emails with less links.

3. Bounce Rate:

Bounce rate is the percentage of

the total number of emails that can’t be delivered   /   the total number of recipients

A higher bounce rate has a negative impact on the open rate and clicks rate, therefore an email marketer should try their best to reduce the bounce rate.

Bounces include two types:   hard bounces and soft bounces.

Hard bounces occur when the email addresses are not valid, and soft bounces occur when the recipients’ in-boxes  are full or email servers  temporarily encounter some sort of trouble.

Some measures that can be taken to reduce bounce rates include double opt-in signups, allowing recipients to change subscribing preferences, and actively managing email lists to keep them up to date.

4. Best Day to Send Out Emails

Test to see which day of the week is best for sending out your email messages. Some researchers suggest open rates slightly decrease through a week, with Sundays and Mondays having the highest open rates and Saturdays the lowest. As for the click rates, Sundays have the highest engagement rate.

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5. Best Time of The Day to Send Out Emails

To Schedule email messages to be sent out for a highest open rate and click rate is ideal. The best time frame for each specific niche/industry should be tested to find out. However, many researched findings reveal that a common time frame of 4 pm to 4 am incur the highest open and click rates, with 12 am as the most favorable scheduled time for the highest open rate and most clicks on links.

6. Frequency of Emails

Actually, a high frequency of email messages is another way to lower bounce rates according to the findings by mailermailer, which suggests a frequent email marketing of once a day or more can sustain a more up-to-date email list. However, frequent emails may cause higher unsubscribe rates. Read for details below under “Unsubscribe rate”.

7. Personalization of Emails

To personalize an email, add the recipient’s name to the subject line or the main message body.

Should you do this?

Maybe not.

Emails with subject lines personalized are more often than not associated with spam, and people tend to delete these emails. Personalizing emails may have worked wonders years ago, but overuse by spammers in recent years has rendered this method non-practical for email marketing.

Including recipients’ names in the subject lines will reduce the open rates by more than half; if both messages and subject lines are personalized, the open rate will reduce further to less than 1/3. However, including recipients’ first and/or last name in the message body alone may not repel them from clicking links and images.

8. The length of Subject Lines

Crafting subject lines is an art. How attractive your subject lines have the most direct impact on your open rate.  Emails with very long subject lines have both the lowest open rates and click rates.  Subject lines with less than 15 characters enjoy the highest open rates.

9.  Use Right Keywords for Subject lines

Besides the length of subject lines, keywords should also be carefully included.  Email marketers like to use relevant keywords such as news, newsletters; time sensitive keywords such as tonight, weekend, soon; and inducing keywords such as free, sale, discount.

Which combination of keywords works the best for your email marketing campaigns? Only tests and trails will lead you to the right answers.
email marketing metrics -mobile money

10. Unsubscribe rate

The normal unsubscribe rate should be within 2%, it is calculated as the percentage of the number unsubscribed / the total email messages delivered.  However, new email lists tend to have higher unsubscribe rates.

To reduce unsubscribe rate, target recipients based on their interests. Send out different emails to different groups of recipients based on what interests they subscribed to.  Do not overuse email marketing! Test to see the best frequency of emails for the most favorable open rate, click rate and especially the ideal relationship between bounce rates and unsubscribe rates.

**Disclosure of Material Connection:
Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally or believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials.”

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