Email marketing is not only a direct and effective communication channel, but it is also one of the most measurable. To do this, there are several KPIs that can be analyzed. While it is true that some are more relevant than. Others, they are all related to each other and must be assessed taking into account our objectives, such as the following:

• Reach users’ inboxes.
• Increase web traffic from email.
• Improve the number of campaign conversions.

In this way, and after carrying out. The relevant checks, you will be able to evaluate the success or failure of the campaigns in relation to your stated goals.

The 7 Email Marketing KPIs you need to evaluate in your campaigns

Once we are clear about the importance. Of key performance indicators, it is time to find out which email marketing KPIs need to be evaluated, taking bahrain phone number data into account their objectives, ways of calculating the metrics and how to improve them:

1.- Bounce rate

The bounce rate is the indicator that will tell you how many subscribers did not receive your email and why this happened . Bounces tips for optimizing email marketing preheaders can be divided into soft and hard bounces.

1. Soft bounces: These indicate temporary japan number list problems with the email address and are not the responsibility of the sender. An example could be a full inbox.
2. Hard bounces: These are more. Complex delivery errors and trace back to ongoing problems, such as an error in the email address. In any case, these errors speak directly to the quality of your subscriber list and its hygiene. A user with recurring bounces should be removed from the list to avoid affecting your reputation.

Remember that to make a general. Evaluation of the bounce rate you must know the reason why your messages are not arriving, that is, you must identify what type of bounce it is in order to solve it.

• When is the bounce rate good: The bounce rate is considered optimal when it is lower than the average, although it is difficult to keep it at 0%, which would be ideal. However, as long as it does not exceed 5% bounce rate in each campaign, it can be considered good and there is no reason to worry.
• How to measure bounce rate:Number of bounces / number of emails delivered x 100.
• How to reduce the bounce rate : the usual and most recommended alternative is to eliminate contact. In fact, more than a solution, it is an action that requires prevention, either through a double-check system or through a third-party system.opt-inor a frequent list cleanup where you manually remove problematic addresses.

2.- Click rate 

Click rate is the KPI that tells you the proportion of users who interact with your content , so a single measurement already tells you about deliverability and engagement. The email must have arrived successfully, in addition to generating interest in users for them to click on the links.

This evaluation is only useful if you have valuable links within the email. If you only have, for example, one CTA, it will be. More difficult to specify the measurement and trust the result, because users do not have many options to click on.

• When is the click rate good? This is considered optimal when it is above 5%. However, it will depend on the sector in your business, in this sense a click rate between 2% and 3% would also be correct.
• How to Measure Click Rate: The formula for calculating click rate is,number of (unique) clicks on links in your email, divided by the number of emails delivered per 100.
• How to improve your click-through rate : To improve your click-through rate, you need to focus on optimizing three basic aspects: the content of your email, the text of the CTA or anchor text, and the design of the email . Everything needs to be attractive enough to generate a click, and it will also help you choose the right verbs to make clear the action you want the recipient to take, without imposing it.

The best way to find out which content is likely to get more clicks is to run an A/B test. This way, you’ll know more accurately what works for your list before sending it. It’s a good idea to evaluate more than one factor to measure. User behavior and interactions.

3.- Opening rate

This KPI indicates whether your email has been opened and how many times . It is essential because an email that was not. Opened is a lost email because the information never reached the user.

It is said that the opening rate is the first metric that describes the engagement your users have with your brand. Therefore, it is the email marketing KPI that tells you if the subscribers on your list are sufficiently interested in you and, above all, in your content.

• When is the opening rate good? At a minimum, and before setting off any alarm bells, you should have a 20% opening rate for your campaigns. Below that, you should keep an eye on what’s happening.
• How to measure the open rate: you must apply this formula,Mails opened between Mails delivered per 100.
• How to improve open rates: To fix any potential issues that may arise, you should consider improving your email subject line, sender name, and preview text.
• It is also vital to assess whether the problem is that your email marketing campaign is going to the spam folder . If so, you need to look at your anti-spam score and your sender reputation.

The opening rate is closely related to the. Subject line, as this is the element that users see when they receive the email.

If the subject line is not attractive. Enough, the email will not be opened and, therefore, the content will not be consumed. This metric is also. Related to the bounce rate; a low opening rate can also be a sign that the message never reached its recipient.

4.- Conversion rate

The conversion rate will tell you directly how that send is performing in terms of specific conversions, so you can see how many users completed the task you assigned and, if they didn’t, find out why.

This is a KPI that reflects whether a specific purpose you have set is being met. Conversion objectives can be varied: a purchase, traffic to your website, a subscription or a download, among others. Everything will depend on your business and what you want to achieve with that specific campaign.

• When is the conversion rate good? A conversion rate is considered optimal when it is above 10%. If it is below 5% there is still a lot to. Improve and above 11% you are almost at a maximum level.
• How to measure conversion rate:Number of people who completed the desired goal, divided by the number of emails delivered per 100.
• How to improve the opening rate: Don’t encourage users to click if they won’t find what you promise when they enter. Improve. Your calls to action so that they are direct and keep them proportional; make sure that what is obtained is related to the process (effort) that the user must make. Also try to add value with your discounts, content or whatever you offer.

Conversion metrics are a way to determine your return on investment. When you know how much you’ve invested and how many subscribers have completed a conversion or action, it’s easier to determine whether your investment is paying off.

5.- Cancellation fee

Another email marketing KPI that you should always keep under control. It measures the proportion of contacts who no longer want to receive your emails . This is not a reason to get too upset, you have to look at the whole context. There is a lot of information that this metric can be revealing, for example, your content may. Not be interesting for the user. However, it may also be that it is interesting but you send emails too frequently.

•  When cancellation rate is good: Cancellations should be below 1% per campaign, the lower this number is, the better for you.
• How to measure churn rate:Number of contacts who unsubscribed divided by the number of emails delivered per 100.
• How to improve your unsubscribe rate: To improve this metric and reduce the risk of people churning away from your campaigns, you need to evaluate your sending frequency, verify that the content is of interest to your subscribers, and identify what your audience wants to receive.

Remember that the unsubscribe button or the option to cancel the subscription must be present . You should not be upset by. Unsubscribes, as in a way, this is positive for your reputation and for all email marketing KPIs. As long as they are not mass unsubscriptions, everything is fine. Why keep a contact who does not want to receive your emails?

6.- Reactivity rate

This is one of the email marketing KPIs that is most closely related to the click-through rate. In this case, it measures the rate of people who have already opened your email and ended up clicking. Through the reactivity rate, you can directly evaluate your calls to action . A low reactivity rate may indicate that recipients do not find. Your content attractive enough to continue the process and access more information.

• When your reactivity rate is good: A percentage equal to or greater than 15% indicates that your content is liked, attractive and. Interesting to your list subscribers.
• How to measure the reactivity rate: Number of unique clicks, divided by the number of unique opens per hundred.
• · How to improve the reactivity rate: To increase this rate, the most logical thing to do is to increase the overall volume of clicks. You can do this by improving and optimizing your CTAs so that they are aligned with the interests of your contacts. In this case, you should ask yourself three things: