What Analytics to Track for a Successful Email Marketing Campaign

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You hear marketers use the term “measuring the metrics” all the time, but what does it mean? More importantly, what metrics should you keep your eyes on when promoting a product or implementing an email marketing campaign to ensure success? Which of these metrics matters the most for content creators and marketers? 

In every campaign you roll out, you must track different metrics connected to your goals to adjust your promotional strategies and optimise your efforts. If you're not monitoring the metrics, you could miss out on critical areas of your marketing tasks that could impact your overall campaign. 

Why Measuring the Metrics is Vital for Successful Marketing

Measuring metrics is essential in email marketing for several reasons. Here are some areas of your marketing campaign that will benefit from tracking the analytics: 

Assess the performance

You will only know how effective your marketing efforts are if you evaluate the analytics. By measuring the metrics, you'll be able to identify key areas of your campaign that needs improvement and make data-driven decisions to increase your chances of success.  

Set and track goals

Are you achieving specific goals in a campaign you're running? Tracking your progress is vital to ensure you're doing everything to achieve your marketing goals. For example, if you want to boost your clickthrough rates, you have to measure the metrics to determine the performance of your content and see if it's getting the expected results. You can adjust your marketing strategy to get better results if it's underperforming. 

Calculate your ROI

Are you any closer to your projected profits? The analytics give you valuable insights into a marketing campaign's conversion rates, revenue per email, or commissions per click. You'll know how many people have signed up for your service or have seen your ads. Tracking the analytics lets you know how effective and profitable your email marketing efforts are. 

Make an informed decision

Making data-driven decisions can make a world of difference to your marketing campaign. When tracking the metrics, you're not relying on assumption, guesswork, or lucky guesses to make crucial decisions. And let's face it; when you're growing a business, one simple mistake can cost hundreds of pounds. It will be much easier to determine what strategies work and what needs improvement to optimise your email, content, design, and segmentation strategies. 

Continuous improvement

Marketing strategies must be adjusted to achieve the best results. Tracking the metrics gives you valuable information on key metrics such as trends, customer behaviour, preferences, and other patterns you can apply to your marketing campaign. With these infos, you can experiment with different strategies, combine and implement several strategies simultaneously, and refine your marketing approach to keep engagement up. 

What Metrics to Track for a Successful Marketing Campaign 

What analytics to track for a successful marketing campaign: 

• Open rate
• Conversion rate
• Clickthrough rate (CTR)
• Bounce rate
• Unsubscribe rate
• Device statistics
• Spam score

Open rate

This metric refers to the percentage of your subscribers that open the emails you send to them. A high open rate means your subject lines are connecting with your subscribers. You can use this metric to plan your next content strategy by learning what kinds of content your audience love and does not love. Creating attractive subject lines will directly impact your campaign's open rates. 

Clickthrough rate (CTR)

This metric refers to the percentage of recipients who clicked on any tracked links in your email marketing campaign. The higher the number of unique clicks, the more interested the audience is in your content. When checking the analytics for CTR, monitor which contacts click the links, the number of clicks a link generates, the number of unique clicks for every tracked link, and the most clicked link in the campaign. All these infos will be helpful as you update your marketing strategy. 

Bounce rates

This metric refers to the percentage of unopened, undelivered, or unseen emails. It also indicates the number of emails rejected by the email server. Your goal is to achieve a low bounce rate to maintain or improve your sender reputation. There are two bounce rates to track – soft and hard. A soft bounce is an email unseen or opened because the inbox is full. A hard bounce means the email couldn't be delivered for a permanent reason, like a wrong email address. 

Unsubscribe rate

This metric refers to the number of people opting out of your subscription. There's no telling why a recipient would unsubscribe from your marketing emails. Still, your content should be valuable to your audience to avoid a high unsubscribe rate. 

Device statistics

This metric outlines the kind of devices subscribers use to view your email and consume data. This info will be crucial in improving your website and content design. For example, younger demographics are likely to use smartphones or tablets to read emails or browse the internet. Older millennials often use their laptops. If your content looks bad on specific devices, you might lose subscribers on certain segments. Maintaining responsiveness and mobile-friendliness is necessary to provide the best user experience. 

Spam score

This metric refers to the number of recipients marking your marketing emails as spam. If the spam core is high, it's a sign that your subscribers do not find your content valuable, and this can lead to a poor sender reputation. If your sender's reputation is poor, internet service providers (ISPs) will mark your marketing emails as spam. 

Monitoring the metric is the best way to ensure the success of your email marketing campaign. It helps resolve problems preventing subscribers from connecting with your content and taking the desired action. If you're on Flodesk, monitoring the metrics is easier because of the platform's built-in analytics. With Flodesk Analytics, you can access powerful insights that will boost your marketing results and elevate your business.

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