Most email marketers know the importance of crafting an email message. They know conducting A/B testing, segmenting your list and personalizing your content are all ways to optimize your email campaign for improved lead generation. But what about after the email is sent? That’s when analysis of email metrics becomes just as important. Understanding what email metrics measure, what you can learn from it and what it means to your email campaign provides valuable insight to an email marketer – because when you analyze email metrics, it can define and potentially change the end result of your email campaign. We’re going to look deeper into five of the most popular email metrics to uncover how they’re used to improve email campaign performance.
This metric doesn’t represent the number of emails arriving specifically to the inbox but simply that the emails were not rejected by ISPs or mail servers. A deliverability rate can be used to identify problems, such as sending to a dirty list. Because when your email list has bad email addresses or spam traps it can hinder your deliverability as those emails will never make it to your recipients. That’s why it’s important to clean your list on a regular basis. It’s why our Email Lead Generation software performs 15 health and anti-spam checks every time your email list is imported into our software for superior email deliverability.
To calculate your deliverability rate:
(Number of email addresses sent – number of email addresses bounced)/number of email addresses sent)*100
Generally speaking, bounce rate is the total number of emails that could not be delivered to the inbox. To calculate your bounce rate:
Number of emails that bounced / number of emails sent*100
There are two different types of bounces: a soft bounce and a hard bounce.
Soft bounces are temporary errors. Some examples include:
- An email is temporarily rejected due to the recipients’ inbox being full
- ISP or mail server was unavailable or busy
- Email was too large for delivery
It is possible to resend your email to an address that produced a soft bounce because it is a temporary issue.
Alternatively, hard bounces are permanent errors, such as:
- The email address is invalid
- Domain doesn’t exist
If your email has been blocked by a spam appliance it may result in a soft bounce. Some reasons for spam appliances blocking your email include your message content and email signature being flagged for spam or your domain or IP has been permanently blocked (source). Never continually send to your hard bounces as it can tarnish your sender reputation, especially if you’re using your own IPs or domains. To avoid this, maintain a clean and healthy list. And be certain to analyze why an email was unable to be delivered after each campaign has been sent to keep bounce rates down, and email delivery up.
Open rate is one the most tracked metric when analyzing email campaigns, but it doesn’t mean it’s the most critical area to analyze. It indicates the number of recipients who not only received your email but who also opened it. The formula to calculate open rate is:
Number of emails opened/(number of emails sent – number of emails bounced)*100
Email marketers use this metric to determine success of their subject lines and identify warmer contacts, as an opened email is closer to a converted lead. Using the open rate metric as a comparative metric can be beneficial when testing certain aspects of your email campaign. For instance, contrasting open rates from the same email content sent on different days can provide further insight on which days your recipients are more likely to take notice and act on your sent email.
As the name suggests, click-through rate (CTR) is determined by the number of recipients who have clicked on a link in your email message – whether that link takes them to your website or a landing page. Your CTR is calculated by:
Number of emails clicked/(number of emails sent – number of emails bounced)*100
Heavily related to your call-to-action (CTA), your CTR is all about the appeal of your content. If your CTA doesn’t engage your recipient it’s unlikely they’ll click through. A CTR can be used as a metric to confirm the end result of an A/B test. Further insight on what type of content appeals to your end user will help you maximize results of your email campaign, turning clicks into conversions.
Conversion rate is a direct reflection of the success of your email campaign. And you can calculate your conversion rate by:
Number of actions taken by your recipient/(number of emails sent – number of emails bounced)*100
This metric is excellent for determining how well your content is performing. You can then use this insight to tailor your copy for a more personal, direct message. Keeping a close eye on what triggers your contacts’ actions from a cold prospect to a warm lead will help you maximize conversions, leads and sales for your business.
Using ELG to Analyze your Email Metrics
All of these email metrics are important to track and analyze on a consistent basis for better email campaign performance. Knowing what these email metrics measure will allow you to accurately determine which metric is best for what you’re looking to analyze. Such insight will then help you drive leads and reach your business goals because you’ll have the intelligence needed to make smarter decisions.
Go the extra step and integrate Email Lead Generation software into the mix to help optimize your campaign even further. Our software includes feature sets to personalize and tailor your content to maximize open and click-through rates. And our advanced A/B/n multivariate testing feature allows you to test an infinite number of combinations – ensuring you’re using your best performing content. With our real-time reporting and email metrics feature set, you can instantly gain access to analytical reports that provide you with email metrics such as opens, click-throughs, bounce rates and more. And with the ability to send emails to your cold list of business contacts, you can reach more people in less time.