Emailing KPIs: 5 indicators for your marketing campaigns
K P I... three essential letters in the world of email marketing. The success of your email marketing campaigns depends to a large extent on the meticulous analysis of your Key Performance Indicators (KPIs). Emailing KPIs, such as click-through and open rates, help to improve the effectiveness of your campaigns, and analysing them is part of email marketing best practice.
Whether you're an SME, an association, an event organiser, a marketing manager or an e-tailer, here we look at 5 key indicators for your marketing campaigns. But first...
What are emailing KPIs?
The concept of emailing KPIs (or Key Performance Indicators) refers to the figures used to evaluate the performance of a company's emailing campaigns.
KPIs help to improve performance, campaign after campaign, by highlighting successes and failures. Companies generally use them to determine their progress in relation to predefined objectives and to evaluate the success of their marketing actions.
For example, for an e-tailer, the KPIs that absolutely must be monitored are registrations, site traffic and revenue. In the context of emailing, generally speaking, we will be particularly interested in newsletter subscriptions, email deliverability rates, open and click rates, CTR, unsubscribe, rejection and unsubscribe rates.
Why is it important to measure email marketing KPIs?
Having KPIs and being able to evaluate them is vital when it comes to email marketing. Without these performance indicators, you'll struggle to see the effectiveness of the campaigns you're running. They tell you how many people click on your CTAs (call to action) or reply to your emails. You can also compare the deliverability rate of your latest email campaign with that of a campaign you ran previously.
Email marketing KPIs allow you to measure the success of an email marketing campaign, its ROI, the effectiveness of a newsletter, the performance of a strategy, etc. KPIs provide statistical data that will help you make informed decisions and identify projects that you should improve or rethink.
The essential KPIs for measuring performance
Now that you know the importance of email marketing KPIs, it's time to determine which ones are essential for boosting the success of your marketing campaigns. Here are the 5 indicators you absolutely must take into account when emailing:
1. The deliverability rate
In percentage terms, the deliverability rate is obtained by dividing the number of emails delivered (having actually been received by the recipients) by the number of emails sent. The deliverability rate is an excellent indicator of the quality of your emailing list and your opt-in process.
2. The open rate
The open rate determines the success of your campaign. An excellent open rate is proof of the relevance of your marketing strategy. In general, the average open rate is between 20% and 25%. Above 25%, we can speak of a good open rate.
3. Click-through rate
The click rate is obtained by dividing the total number of clicks by the total number of emails delivered, multiplied by 100. The click-through rate is a major indicator of the success or failure of a campaign. If you have a high click-through rate, it means that your content is relevant and brings value to your target audience. A low click-through rate means exactly the opposite. Between 3% and 6%, the click-through rate is average. Above 6%, the click-through rate is good.
4. The CTR
The CTR (Click Through Rate) is similar to the click-through rate. It is the proportion of Internet users who see your email and click on it. The higher the CTR percentage, the greater the impact of your email campaign.
5. Unsubscribe rate
The unsubscribe rate is the ratio between the number of recipients who have unsubscribed from your mailing list and the total number of emails delivered. This is a very good indicator of the relevance of the emails you send in relation to the expectations of your targets. A high unsubscribe rate may mean that you need to reassess your market's expectations and rework the nature and/or form of your content.
In addition to those mentioned above, you can also take into account other emailing KPIs such as leads generated, ROI, sales generated, etc.
For a complete analysis of your performance indicators, you'll need a good tracking tool.
Tracking tools for in-depth, detailed analysis of your email campaigns
Newsletter tracking tools enable you to measure and analyse your emailing statistics so that you can optimise your campaigns in the future. Tracking solutions have the advantage not only of situating the brand in relation to its competitors, but also of enabling you to quickly measure the effectiveness of your email marketing campaigns.
There are many effective solutions on the market today. One that comes to mind is Newsletter2Go, online email marketing software, which is a great tool for creating and measuring professional email campaigns, whatever your technical level. Particularly well-suited to e-merchants, it makes it easy to create newsletters and manage professional email campaigns, offering complete reports in real time, campaign comparison, the ability to export statistics, etc. But this solution goes even further when it comes to analysing campaigns, thanks to a range of features such as :
- Client reporting: to see which devices your recipients use to open your emails.
- Temperature map: to monitor your recipients' behaviour in real time (where they clicked, which themes worked best, etc.) and simply assess which content works best.
- Credit payback: rewards companies with a good deliverability rate on their campaign by reimbursing part of their credits.
Conclusion
It's important to keep a close eye on your emailing KPIs at all times. These indicators give you a quick and direct view of the effectiveness of your campaigns. So you can adapt your strategy to improve the performance of your email marketing campaigns. For effective measurement of your email marketing KPIs, tracking tools are a great help!
Article translated from French