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How To Measure Results Of Your Email Marketing Campaign

by Alice Jackson Tweet - in Email Design - 7 min read

Email Marketing Campaign

Last updated on June 15th, 2018

As marketers, we would obviously want to measure the results of all our marketing efforts.If you use marketing correctly, measuring the results of your efforts is a natural part of your marketing strategy. Based on the information you get from this, you can continue to build your email marketing campaign to generate better marketing results.

Why?

Because if you aren’t measuring the results of your efforts, you’ll have no idea how well (or how terrible) your campaign performed, if the campaign was beneficial for you, what worked and what didn’t. Did your social media page work well? In fact by measuring the results, you’ll be able to identify the things that worked well, and the things that didn’t. Otherwise, you can be quite sure that you’re throwing money in the trash because not all marketing tactics and ideas are home runs.

But the problem is that this is obviously easier said than done. Once you’ve run an email marketing campaign, how do you see the email marketing results? Or even more importantly, how would you know which metrics you should look at? Which metrics should you look at to know that your campaign was a success or a complete fiasco?

So many questions but so few answers…

In this post, we’ll look at how you can measure the results of your email marketing campaigns, which marketing metrics you should look at and how you can see the results you’ve achieved within these metrics?

Back in the days, measuring the results of email marketing was safe to say extremely difficult. There was no way to see how many people had opened your emails, no way to see how many people were impacted by your message, and no way to see how many people had clicked through to purchase your products.

Fortunately, software like SendPulse has evolved, and now, measuring the success of your email marketing campaigns has never been easier. But before we look at the whole world of results measuring that SendPulse offers, we should look at the different email marketing metrics.

Here Are The Most Important Email Marketing Metrics

01. Open Rate

This is the email marketing metric that all marketers look at, and it is also a marketing metric that will give you a ton of information on how you can improve.

The open rate of your email tells you the rate at which people have opened your emails. In other words, it is the percentage of the people who received your emails that actually opened it. The most important part of getting a high email open-rate is your subject line. Furthermore, if your email ends up in recipients’ spam folders, can also affect your open-rate.

Open Rate

Getting people to open your emails is the foundation of a successful email campaign; because if people aren’t opening your emails, you won’t be able to impact them with your messages, and get them to take action.

02. Click-Through Rate

The click-through rate of your emails refers to the percentage of email recipients who clicked through on one (or more) links within your email. Since people have to open your emails to click-through on your email, the click through rate is lower than your open-rate.

CTR

The way you calculate your email click-through rate takes the total link clicks and then divide that by the number of delivered emails times 100. Of course, doing so is quite complicated, so why not just use SendPulse’s analytics tool that presents your email’s marketing results in an appealing and easily-digestible way?

03. Bounce Rate

Another important email metric is the bounce rate. The bounce rate is the percentage of the total emails you sent that couldn’t be delivered and reach the recipient’s email inbox. Measuring this was previously quite difficult, but when using SendPulse’s Analytics tool, you’ll be able to see the exact number, as well as the total percentage of the emails that couldn’t be delivered.

Web design may also affect the overall bounce rate. If your website isn’t designed by professional graphic designers, the chances that visitors leave your site are very high thus increasing the bounce rate.

Bounce Rate

By looking at your email bounce rate, you’ll be able to see how up-to-date and relevant the emails in your newsletter subscription list are. If you have a high bounce rate, it can either depend on the fact that many emails are out-to-date or in another way, no longer in use. It can also be that people have written a faulty email when signing up for your newsletter.

If you have a high bounce rate, it can be a good idea to remove emails that are no longer working as having a high bounce rate can give a faulty image of your email campaign’s success.

04. Conversion Rate

This is the most vital email marketing metric because the ultimate goal of any marketing campaign is the conversion rate. The main objective of your email marketing campaign is always to get people to take action in one way or another. Most often, it is to get people to buy, but it can also be to get people to join a contest or to get them to leave a customer review or testimonial.

The conversion rate is actually the percentage of email recipients who clicked on the link provided in the email. They further complete the action you wanted them to take. In other words, it is the click-through rate but then taking it one step further and demanding the recipients to take action after the click for it to be counted as a conversion.

Conversion Rate

There are a number of different formulas for counting the conversion rate of your emails, but why to use complicated formulas when you can use SendPulse’s Analytics tool that gives you all of that information directly?

05. List Growth Rate

The last email marketing metric you want to look at is the email list growth rate. As the name reveals, the list growth rate is the rate at which your email list of subscribers is growing. This is a metric worth paying attention to because in general, all email marketing databases naturally degrade by about 22.5% every year.

This depends on a number of reasons. The contacts email addresses may change when people move from one company to another, people might abandon old emails they never really use, or unqualified leads might opt out of your email list.

Growth Rate

Accordingly, if you aren’t working to grow your email list and get new qualified leads to join it, your email list will only continue to decrease. This is why you need to work actively to grow your email list and continue to get marketing results from your email marketing efforts. Remember, it’s not any more time-consuming or effort-demanding to send emails to thousand recipients or a million recipients. At least if you’re using SendPulse’s automated email service that takes care of the email delivering process and graphic design services.

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06. Measure Results With SendPulse

All of these metrics listed are the most important metrics that you need the results of in order to be able to evaluate your campaign’s success. They are also crucial for knowing what you need to do to improve the next time.

Back in the days, measuring the results of email marketing campaigns was a lengthy and time-consuming process which demanded complete manual work. But using SendPulse, you’ll get access to key information about your email campaign, including all of the metrics listed. Furthermore, you’ll get access to visually appealing graphs and charts which let people understand exactly how your campaign performed.

SendPulse

Furthermore, SendPulse’s analytics tool also lets you break your recipients by country and location so that you can further break down your email list and study it on a micro level.

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Alice Jackson is a business consultant, blogger, social media enthusiast, online market analyst, amateur designer and an avid author at Designhill. She has written on several topics including social media marketing, SEO, content marketing, startup strategies and e-commerce. When she’s not writing, she loves spending her time reading romantic novels, Connect with her on Twitter: @jackson_alice1

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