Email Marketing Metrics - Measuring Success and Optimizing Performance
As an email marketer, it’s important to have a clear understanding of how your campaigns perform. That way, you can measure what works and ditch what doesn’t. The most common email marketing metrics include open rates, click-through rates, and conversion rates. These can help you gauge the effectiveness of your subject lines and email content.
Another key metric is the average customer lifetime value (CLV) of your subscribers. This number estimates how much a customer will spend with your company over their entire relationship with you, based on their average purchase amount, frequency, and average order value. CLV is one of the most significant factors in measuring the success of your email campaigns and predicting future revenue.
There are also more advanced metrics that can give you insights into your subscriber’s behavior. Read rate is a good metric to measure for editorial emails and important updates, such as privacy notices. This metric measures the percentage of recipients who read your email for at least eight seconds. This metric can be used to determine whether your subject line and email content is relevant and resonates with your audience’s regular buying behavior.
Other important email marketing metrics to track include email forwards, clicks, and email bounce rates. Email forwards are how many people share your email with others on their social media platforms, and can be a useful indicator of the types of topics your audience finds interesting.
Clicks are how many subscribers clicked on a link within your email, which can be a helpful metric for determining the effectiveness of your call-to-action and the relevance of your email content. Email bounce rates are hard and soft bounces, and can indicate any issues with your email deliverability that may need to be addressed.
Once you have established benchmarks and goals for each metric, it’s easy to see whether your email campaigns are on track to meet or exceed expectations. Having a clear understanding of your email performance will allow you to optimize your campaign strategy and ultimately improve your overall ROI.
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