In this blog post, we'll dive deeper into email marketing KPIs, including definitions, formulas, and actions to improve results and create data-driven strategies. Marketing today is data driven . This means that operations are data-driven, both in the strategy generation phase and when taking action . What marketers sometimes miss is that the two phases are continuous : the measurement of a recently launched campaign gives rise to a new strategy, which is then measured to calibrate the next one, and so on in a continuous and coherent chain. . We will analyze the second side of the data-driven world, that of measurement, to show you how to analyze your metrics and stop making decisions on the fly. “If you can't measure it, you can't improve it”.
Peter Drucker The Email Marketing KPI Funnel Let's focus primarily on on-mail KPIs , which are those that refer to a user's interaction with the message itself: a data set that one could imagine as a funnel. The KPI funnel These are the “positive metrics” that express a positive action by the recipient . But inevitably, there are also “negative” metrics, which are E-Commerce Photo Editing Service useful for measuring negative feedback or non-delivery. There are basically two: Rebound rate Churn rate Let's examine them in detail, one by one starting with the positive metrics . 1. Open rate This shows the number of emails opened out of the total number of emails sent . Differences can also be detected between open rates, depending on whether or not the opens are related to: Total openings Unique readers, i.e. recipients who opened the email at least once (this is the most relevant metric).
The formula to calculate it (Number of openings/Emails delivered) * 100 Actions to improve open rates Write a specific and relevant subject line 35% of recipients open emails based exclusively on the subject line . It goes without saying that the more specific information is in a recipient's inbox, the more likely they are to be intrigued and enticed to open an email. Data from a GetResponse study shows that the most open emails are those with subject lines between 90 and 119 characters . Why? Because longer subject lines are also more specific, precise and detailed.