If you’re using an email newsletter, then you certainly are keen on communicating with your customers and prospects. Nevertheless, you need to constantly be checking that newsletter’s performance, or all of your efforts may not produce.
There are a handful of email metrics that apply directly to this, and keeping track of them will give you a leg up when you’re tweaking and optimizing for better results. Let’s examine a few of these metrics and how you should understand them.
Several key email newsletter metrics to keep an eye on
- Clicks and conversions - Presumably at least part of the reason you’re sending out your newsletter is to generate clicks to your offers or some other form of conversion. You should track this metric most closely of all, since it is often the gateway to the rest of your products and services.
- Bounce rates - To put it simply, emails that aren’t delivered successfully are considered as bounces. A “hard bounce” is where you have an email address that is no good, while a “soft bounce” suggests either full inboxes, or perhaps server issues. If your bounce rates are too high, your email provider will likely want to have a word with you.
- Open rates - This is not quite as important, but only because there isn’t a totally accurate way to track the numbers on this. (Due to image files loading) Nevertheless, as a general guide, it’s worth keeping track of. The industry average for email marketing opens is typically between 15-20 percent.
- Delivery rate and spam complaints - If you see that your email delivery rate is below 95 percent, there is probably an issue with the quality of your list, (dead addresses) or your email provider itself. Also, if your spam complaints are creeping north of 1 percent, you have to act. In fact, you’ll probably be compelled to by your email provider.
- Unsubscribe rates - You’re gonna have people unsubscribe from your list every now and then; there’s no way around it. A normal rate is less than 1 percent, and if any particular email or series of them is anywhere near 5 percent, you’ll need to take a detailed look at why. Either the quality of the message may have slipped, or perhaps your mobile version isn’t what it should be. Over half of all emails are now read on a mobile device, so it’s crucial that your emails be mobile optimized!