Email Marketing Metrics in 2022: What to really measure?
As part of an Ecommerce email marketing agency every start of a new year as an Account Manager, I tend to think about the lessons learned from the year before and how to improve those in my work and the accounts I have in charge. Something I realized in 2021 was the trend of talking about metrics as a huge deal to implement and keep in mind, however, no one is really talking about what to measure exactly. The idea of only being careful with what to include or exclude from your email marketing campaigns is not enough, even if you have an optimized copy or an awesome design it doesn’t really matter if you cannot see the fruit of that email labor measured is helping you reach your goals.
Every campaign sent needs to have an intention, and I need to be able to identify it in order to understand how this fits the email marketing strategy proposed. It could be gathering information about the audience, generating more leads, converting more existing leads into customers, or all of the above. Whit this identified, then I start with the Email Marketing Metrics you actually need to start measuring every time.
First of all, the click rate, which is the percentage of emails recipients who clicked on 1 or more links through emails. Then is the open rate, this tells you the percentage of people who open your email, this metric has been part of a debate after the IOS15 actualization in whether should or not be as important, in my case I like to have it in a healthy number over 18%. In third place, we have the conversion rate, another percentage showing you the number of people clicking in a link within the email and complying with the intention of it, making a purchase, or even just following your brand on social media.
The last 2 metrics are the ones that I personally try to exclude every time from my sends, bounce rate, and spam rate. These are the ones I considered the most dangerously directly related to deliverability issues with the accounts nowadays, so I prefer to avoid landing in a non-healthy % whit these rates, so I have 2 segments tracking the profiles with these trends and every send these are excluded.
Before sending your next email take a moment to answer yourself what’s the goal, what’s the point of it, and then you will be able to measure the metrics I explained above. Remember this is about you, so you decide which ones to track, which are relevant and not. Don’t take anything for granted and do your own research for your business and you’ll nail this measure work way greater.