5 KPIs in Email Marketing to Let You Know if your Strategy is working
Email marketing is a lead nurturing strategy, sales technique, and an overall excellent way to reach your customers. Through email, an eCommerce company or any brand can feature products, videos, and send personalized messaging straight to a user’s inbox. Judging what makes your email marketing strategy successful, there are several metrics to pay attention to. Here’s a quick list of the five most important email marketing KPIs to keep in mind.
Unique opens
Unique opens is how many people have opened your email. This gives you a clear picture on how much interest your email is generating on its’ own, prior to any open. It’ll indicate how enticing your subject line is and how engaged your customers are with your brand. If you find you have a low ‘unique opens’ or if it’s going down, some tips to get it up include expressing either exclusivity or time sensitivity in the subject line, using numbers in the subject line, and personalizing your emails based on geography.
Click-through rate
Click-through rate is how many people clicked a link in your email. This helps to indicate how persuasive the information you’re sending is and if your email marketing design is successful. If you’re with a decent amount of unique opens but aren’t getting the click-through rate you want, try to adjust the amount of emails you’re sending, make your links more attractive by trying out different CTAs, or embed videos which are known to increase CTRs by up to 65 percent.
Forward rate
The total number of forwards, or forward rate, indicates how many people forwarded your email to someone else. If you’re looking to attract new customers and you’re openly encouraging customers to share, this can be an important metric. If you want to have a higher forward rate, you may want to offer a discount code for forwarding your email to a friend. By looking at your forward rate, you can better determine whether there’s any work that needs to happen on a campaign.
Email-generated sales
Email-generated sales is perhaps the ultimate email marketing KPI. If you’re not getting revenues from your emails, that’s not good. You want a strong ROI. Although you may miss one or two in this metric, there are ways to track email-generated sales through platforms like Shopify and Woocommerce. To boost email-generated sales, try offering coupon or discount emails, or if appropriate, themed or seasonal sales emails.
Bounces
Bounces identify how many emails did not make it to your subscribers’ inboxes. It’s a problem if you have too many bounces. A ‘soft bounce’ indicates a person’s email is valid but for some reason, the message wasn’t delivered. A ‘hard bounce’ indicates your email’s been rejected. Continue to send emails that bounce and your email address will be flagged for spam. That’s difficult to shake. Ideally, your bounce rate should be zero. The best thing to do is, if you see emails bouncing, clean up your email subscriber list immediately.
Are you looking for email marketing help? Contact a digital marketing expert at Unlimited Exposure today to launch a new email campaign with all the pieces in place to maximize your return. It’s our passion to design, create, and implement email marketing campaigns for our clients. Reach out to Unlimited Exposure right now.
