Whenever you run any campaign, it is very important to ensure that your metrics are in place, and email marketing is no exception to it… today I am going to talk about Metrics for email marketing which are very essential to measure and monitor effectiveness of such campaigns.

Metrics for Email Marketing:

1) Email list size – Should be unique email addresses, complete bifurcation of target audience through their email addresses.

2) Increase in New subscribers – The number of people that have signed up since your last mailing.

3) Decrease in number of unsubscribers – Keep close eye on who is unsubscribing through mailing list and how to control it.

4) Decrease in Bounce Rate – Hard Bounce & Soft Bounce – 24 hour bounce, long-term bounce

The way can measure these:

24-hour bounce rate = Hard bounces / (List size – Soft bounces). So, if you send 1,000 emails, 5 bounced as bad and 30 bounced as “vacation”, our formula would be; 5/(1000-30) or 5/970 or 0.52%.

Long-term bounce rate = Hard bounces /List size.  Using the same numbers, our formula would be 5/1000 or 0.50%.

5) Increase in Growth Rate – Need to ensure that our subscribers list is growing as good rate.

They way we will be measuring our Growth rate:

Growth Rate = (New Subscribers – Opt Outs – Hard bounces)/List size.  For example; if your subscriber list was 1,000 names and you gained 20, lost two and had 5 hard bounces, your growth rate is: (20-2-5)/1000 or 13/1000 or +1.3%.

6) Increase in Open Rate – There should be good open rate of emails. This depends on the the content and the way emails are sent.

The way can measure these:

If you send a message to 1,000 people and 250 of them open it atleast one time, the open rate is 250/1000 or 25%.

However, if some of those 250 people opened it more than once, our message might actually have been opened 350 times, using this logic our open rate is 350/1000 or 35%.

7) Increase Click Rate - Click rate is a measure of how many times the link(s) in your  marketing email or newsletter were clicked.

The way can measure these:

Total number of clicks opened from during that email campaign. For example: If You send a message(with 3 different links in it)to 1000 people, out of which 100 people click on each the total number of clicks we get is 300, that’s 300/1000=30%.

Another was is if they click all the links one from office and then other clicks at different time, the total clicks we get during that period is 600, that 600/1000=60%

8) Increase Link Performance – We want to know what links has gained maximum number of clicks

9) Increase Open to click Ratio – This is more vital to understand because here it will give us brief on clicks we received against the number of mails that were opened by user.

10) Reduce Cost Per Click - The lower this number is, the better.

11) Increase Conversion Rate – Number of Visits on Site, Number of Sales happening through email marketing

Love You All

Mohit Laamba