How to Measure Email Marketing Success

Email Marketing

How to Measure Email Marketing Success

Despite the GDPR deadline being officially up, even with all its new rules and regulations, email marketing remains one of the best and most effective ways to spread the word about the products or services that are dear to your business’ heart. As well as providing a simple route to reach new mobile and desktop customers, email marketing gives you all you need to keep existing customers informed driving online and in-store sales from every angle. A relatively inexpensive marketing tactic, email marketing can be fully customised and integrated with other marketing strategies to fulfil some pretty essential business growth aims. Crafting the perfect email marketing content, however, isn’t just where it’s at…

Email marketing may be the third most influential source of information in the B2B world and an equally effective tool for businesses looking to touch base with consumers, yet without the right optimisation, your emails are likely to fall on deaf ears. The secret to great email marketing is tracking and measuring the success of campaigns so future efforts can be adapted with maximum engagement in mind. Here we take a closer look at how email marketing success can be measured and the data garnered used to make your campaigns more effective than ever.

Know what to analyse

There’s tons of jargon out there, particularly when it comes to metrics, Key Performance Indicators (KPIs) and analytics, which makes knowing what to measure in the first place rather perplexing. Below are the key email metrics marketers and businesses alike should be measuring to gauge the effectiveness of their email marketing efforts:

  • Click through rate – the percentage of recipients who clicked on the links included in your email
  • Conversion rate – the percentage of recipients who not only clicked a link but completed an action (i.e. submitted a form for further information or bought a product)
  • Bounce rate – the number of emails that were not successfully delivered. This is usually displayed as a percentage
  • List growth rate – how quickly and by how many subscribers your email list is growing by
  • Email forwarding rate – the number of recipients that shared or forwarded your email
  • Return on Investment (ROI) – the overall ROI from your email campaigns minus the total spend on executing email marketing tasks.

The number of email users across the globe is predicted to rise to 2.9 billion by 2019 according to Statista, which makes brushing up on your knowledge of metrics and KPIs important.

Link your emails to your website

Without data from your website, the effectiveness of your email marketing efforts in regards to lead generation and lead nurturing simply cannot be measured. Connecting your email data with data gathered through your website is therefore essential and can be used to more precisely measure the bounce rate and revenue generated per email.

Use the right tracking tools

There are tools for everything these days from making social media more manageable to distributing content so you won’t be surprised to hear that there are tools that make tracking and measuring the performance of your email marketing quick and easy. Marketing platforms like MailChimp and Campaign Monitor have these email insights and reporting capabilities built in for ultimate ease, so don’t be afraid to use them to gain an even better insight into the worlds of your subscribers.

Need a little help to ensure your email marketing efforts capture the attention of your audience? You’re in the right place, get in touch with our team today to discuss your requirements.

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