Choose a variety of metrics to track the overall effectiveness of email campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 20, 2021, 3:00 PM UTC

Email marketing reports should include metrics that track convertibility, content effectiveness, subscriber count and ROI.

To improve to ROI of email marketing campaigns, brands must first incorporate certain metrics in their email marketing reports. These include metrics that measure the number of total subscribers, total emails sent, open rates and click-through rates.

Certain metrics also provide insights about in-email content performance. For instance, content metrics can help brands identify the pitches that resonate most with their readers. Similarly, subscriber metrics can help marketers identify both the most responsive and unresponsive subscribers.

Brands must track email subscriber growth to check if they need to add more incentives to boost their mailing list. Additionally, ensure the unsubscribe rate is less than 2%. Similarly, open rates should feature between 30% and 40%. As for click-through rates, the average rate is 2.13%. Anything above this is a sign that the email marketing campaign is performing well.

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