Email Marketing Analytics

Whether you’re just starting a newsletter or you’ve been using email marketing for quite a while now, chances are you want to be as effective as possible. But how can you measure the performance of your campaign?

Well, to help you find the answer to this question, we’ve decided to come up with an extensive list of email marketing analytics that you should look at every month. Check them out below!

Email Marketing Analytics & Why They Matter

CTR

The click rate matters as you will hopefully manage to convince people to check out your updates, products, services, or even recommendations. By the way, did you know that some people’s email list is so large that they can actually charge brands for including their services in their newsletters?

Click rates can significantly vary from one industry to the next. If you have a 25% click rate, you’re doing a very good job as even 10% is pretty good in terms of newsletter analytics. 

Optimizing for mobile can help you increase your click rate as people often check their inboxes using their mobile devices these days. If your newsletter isn’t displayed properly on smartphones or tablets, you’re definitely missing out. 

Also, did you know that using visual content, including videos, can increase your CTR? Consider that when creating newsletters for your subscribers. 

Conversions

How many people that have joined your email list actually click on a link and complete an action? Find out the number, divide it by the number of emails you’ve sent out in total and then multiply this figure by 100 – and you’ll get the conversion rate on your email marketing campaign. 

The conversion rate is perhaps the most important metric you should look at as it is the only one that also leads to people buying your products, checking out your offers, or at least considering doing some action that can further help you in your marketing efforts. 

Bounce rate

The bounce rate isn’t as easy to calculate when it comes to email analytics as it is when checking it out in Google Analytics for your website, for instance. In this case, the bounce rate can actually be split up into two different categories – hard and soft. 

Hard bounces are those that you get when someone just doesn’t open your newsletters but it is the result of a technical problem such as the user adding an invalid email address into the subscription box. 

These invalid email addresses have to be removed from your list right away as ISPs often rely on the bounce rate to tell how reputable and good-standing an email sender is. So if you don’t do this, your future emails are more likely to end up in the junk box. 

Soft bounces can be the result of someone’s inbox being full. When they start deleting the rest of their emails, your newsletter is going to reach them eventually. When it comes to bounce rate, it should be as low as possible – 0.50% is great but 3% is not so much. 

Email shares

While it might not seem that important, the number of email shares that you get can be one of the most helpful email campaign metrics out there. 

The reason for this is that the more people you get to share your newsletter, the more individuals are going to find out about your services and products and they might also lead to your email list growing even more. 

Always make sure to include a short paragraph in all of your newsletters where you ask people to share the email with a friend if they have learned something from it or somehow found it useful. 

List growth

If you’ve just started your website or blog, you don’t have to worry about the list growth rate as much, but if you’ve been using email marketing for a while, it is definitely one of the newsletter metrics you should look at. 

The list growth can be calculated by looking at your number of subscribers and number of unsubscribes. Subtract the second from the first then multiply it by 100 and you’ll get a percentage. Ideally, it should be increasing from month to month. 

But since numbers aren’t everything, you will also have to do your best to correlate this metric with others such as the conversion rate, open rate, and CTR. 

Unsubscribe rate

As its name suggests, this one deals with the number of individuals that unsubscribe each time you send out a newsletter. It can be fairly low, such as under 0.5%, but it can also be unusually high after one specific email.

If this happens, you will need to do a bit of detective work to find out exactly what bothered your subscribers from that email. Either the topic was of no interest to them or you somehow managed to ‘insult’ them without wanting to.

In any case, you can send out another email to apologize on the same day or even offer them a deal or offer so that you retain the subscribers that have remained with you still. 

Open rate

This one is pretty obvious and since you want most (if not all) of your subscribers to check out your newsletter as often as possible, it is one of the most important email marketing metrics to analyze. 

But what is a good open rate and what is a bad open rate? Unfortunately, there’s no specific answer to this question. Chances are that only about 20 to 30% of your subscribers are going to open your newsletter and that’s actually a pretty good number, if you can believe it. 

A good idea would be to create a statistic of your open rate from one period to the next. For example, you can compare your open rate month to month, but you can also look at trimesters or even semesters to see whether it has improved or on the other hand, it has decreased. 

You can also conduct a series of A/B tests and see which of your emails are opened more than the rest. 

Spam complaints 

No one likes the idea of their emails ending up in the spam bin, but it will happen. Some folks might not go through the effort of clicking on the unsubscribe link in your email and will just mark your newsletter as spam from their inbox – since this is often efficient and convenient and they don’t have to do any other work. 

Spam rates largely vary from one field to the next, but they can typically be quite low if you’re normally doing a good job and you’re not sending out too many emails to your subscribers, either. Remember, some people might want updates from you just once a week whereas others might have nothing against getting newsletters twice or even more often than that. 

As counterproductive as it might seem, we recommend including the unsubscribe link at the top or the bottom of each newsletter as this will give folks the opportunity to leave your email list without marking your messages as spam. 

Revenue per email

This is an undervalued metric but it can help you figure out something essential — which of your emails have the highest conversion rates and actually lead to people making you money. 

You can use this number to replicate your strategy and create a winning email marketing campaign — although you do have to change the template and offers every once in a while, at least you know what works and what doesn’t. 

Best email analytics tools

SalesHandy

This email analytics tool is preferred by hundreds of thousands of people across the world as it works with both Gmail and Outlook. Moreover, it allows unlimited email tracking for free for all Gmail users. Outlook users do have to pay $9/month, though.

Although it might seem a little disruptive, with this tool, you get notifications for each time someone opens your newsletter and clicks on one of your links. You’re also free to put together and save email templates, by the way. 

Right Inbox

Right Inbox is a Google Chrome extension that perfectly integrates with Gmail. While there is a free version available, the paid plans start at just under $6 a month and can also be considered for teams, in which case it costs under $5/user/month. 

Using this extension, you can find out who has opened your newsletters, how many times this has happened, and much, much more. You can also benefit from the other features as they range from scheduling to email reminders and sequences. 

Mailtrack

This one is fairly easy to utilize and for this reason, it’s also gained a lot of popularity in the past several years. It tells you which people have and haven’t opened your emails, what actions they’ve performed, and best of all, it works perfectly on mobile devices. 

While there is a free version available, you can test it out and then get the pro one, which costs just under $10 a month. 

MailTag

If you need a somewhat basic tool that merely tells you how many people open your newsletters, click on your links, and more data like this, you should check out MailTag. We do have to note that it only works with Gmail, so that’s the email client that you will have to use to send out your newsletters. 

In terms of pricing, it can be considered rather affordable since it will set you back under $10 a month. 

Email on Acid

The good thing about this tool is that it has a free trial (which lasts for 7 days) available, so you will be able to try it out before deciding to pay for it. The Premium plans start at $816 a year but you can choose to be billed monthly if that’s what you prefer. 

The reason we like this tool is that it relies on an image pixel and with the right code added to your emails, you’ll get info such as CTR, open rate, reading time, a heatmap (which can be quite useful) of what your subscribers are doing after they open your newsletter, and plenty of recipient information (from geolocation to their device). 

250ok

This email management platform comes with a quite impressive number of features that can all work toward improving your email marketing campaign and deliverability. Since it uses a tracking pixel, you will easily be able to collect data from Gmail recipients. 

Some of the things you can measure with this service are engagement, reading time, open rate, click tracking, as well as recipient data (location, device, and even their email client). 

The only issue with 250ok is that it is mostly geared toward large businesses, so the pricing is custom. On top of that, there’s no free trial available, so there’s no way of testing it out before deciding to purchase a paid plan. The average cost depending on your firm’s needs can be $5,000 or more. 

Kickbox

As an email marketing tool and marketing automation one all into one, Kickbox is one of the most critically acclaimed pieces of software currently used by marketers. 

Their pricing is pretty unique, too, since they charge on a number of verifications. For example, if you want to look at the metrics of 500 emails, you’ll pay just $5. 

Campaign Monitor

Like some of the other tools that we have showcased here, Campaign Monitor lets you not only check out all of the analytics you need to measure the success of your campaign, but it also allows you to create visually appealing newsletters. 

Moreover, it can provide you with pretty detailed information on your subscribers, such as their acquisition, engagement, geolocation, as well as everything else you might need. 

Read more: Best mass email service

Final thoughts

Keeping track of what you are doing in terms of email marketing can help you design a better strategy for the upcoming years to come. You’ll know which offers work best, which customers you should attract, and thanks to A/B testing, you’ll also know what sticks and what doesn’t. 

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Craig Campbell

I am a Glasgow based SEO expert who has been doing SEO for 18 years.

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