However, in order to obtain good results - and as with other digital chemical manufacturers email lists non-digital techniques - the analysis of certain metrics and ratios is essential to know the effectiveness of our campaigns. It is also crucial in order to be able to make the necessary adjustments and modifications to maximize the benefits obtained from them.
In this way, in our article today we are going to mention each of the ratios and metrics that, as Email Marketing experts , we must know in order to achieve the success of an Email Marketing campaign.
The 5 most important ratios or metrics to analyze in any Email Marketing campaign
1.- Opening rate
2.- Click rate
3.- Conversion rate
The 5 most important ratios or metrics to analyze in any Email Marketing campaign
1.- Opening rate
How is it defined?
We can define the opening rate of an Email Marketing campaign as the total number of emails that have been opened in relation to the total number of messages sent. However, this is a somewhat misleading technique, since - on some occasions - a user may open the message but, without delay, click on the delete button. In this way, it should be studied transversally with the rest of the metrics.
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To obtain good results from this metric, the role and importance that we give to the subject line is crucial , since it will be what makes the difference in relation to other email messages that the user also has in their inbox.
How is it calculated?
The way to calculate the opening rate of any Email Marketing campaign follows the following formula:
Open Rate = (Total Number of Unique Opens / Total Messages Sent) x 100
What are the best metric results?
The most ideal results of this rate will be higher than 30% after calculating the formula, with those below 15% being poor and requiring improvement. Percentages that fluctuate between one figure and the other will be stable and normal.
2.- Click rate
How is it defined?
We can define the click rate as the number of users who have received our communication and, once they have opened the message, have gone on to click on one of the buttons or CTAs contained in our message.
A high click rate is a positive indicator that demonstrates the degree of user interaction with the brand, and it also confirms that we are sharing content with our community that is of value to them.
How is it calculated?
The way to calculate the click rate of any Email Marketing campaign follows the following formula:
Click-through rate = (Total unique clicks / Total messages sent) / 100
What are the best metric results?
The best results that this metric can offer range from 3% upwards , with campaigns requiring improvement being less than 0.5%.
3.- Conversion rate
How is it defined?
The conversion rate is defined as the total number of users who have finally executed the action that guides our campaign objective , whether it be the purchase of a product, the reservation of a service, the download of a document, etc.
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Without a doubt, we could say that this is one of the most important techniques in any marketing strategy.
How is it calculated?
The way to calculate the conversion rate of any Email Marketing campaign follows the following formula:
Conversion rate = (Total conversions made / Total messages sent) / 100
What are the best metric results?
The barometer that we must establish in this metric does not have set percentages, since -depending on the action we are looking for- some results may be more convenient than others. For example, it is not the same if we are asking our user to book a week in a 5***** hotel, than to download a marketing study.
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However, in addition to these 3 key data that we must correctly analyze in each campaign that we carry out in our business, fundamentally to obtain the correct learnings and achieve improvements in future campaigns, there are also many more data, which we also recommend you place special emphasis on, such as the bounce rate, the unsubscribe rate , etc.
To carry out this analysis, you need to have a high level of technical knowledge: yes, we know that. But don't worry! Because, for this, there are many Email Marketing tools that, today, can advise you on all this type of information, as well as being at the forefront of the world of Email Marketing.
Click here to discover our article on what you should expect from an Email Marketing tool.
