Let The Numbers Do The Talking…The Importance Of Email Marketing Reporting

You’ve worked hard to compile your email lists, gather your thoughts and hit send, but do you know if those emails were successful?

Keeping track of your numbers is key.  With these results, you could do so much more!

There are three main statistics you should look at when gathering email metrics.  Your delivery rate, open rate and click rate. 

On average, your email delivery rate should be anywhere over 80 percent, depending on the industry you’re in. 

If the number presents lower, that means many emails may not be landing in your customer’s inbox.  If this is the case, you should take a look at your email list and clean it up a bit.

Next, it’s important to look at your email open rate, or how many emails were actually opened.  The average open rate should be anywhere between 17-28%. But did those customers actively click through your email, or did they just open it and leave? 

This is where click rate comes into play.  Click rate shows how many of your customers are actively engaged and clicking links or ads. The average click rate should be between 2-5%. 

Now, you can of course dive even deeper into your metrics.  For example, you can see which links people clicked on the most, if they opened the emails from their phone or a laptop, etc.

All in all, email results are just as powerful as the email campaign.  You can see if the emails perform well, and if not, you can change your next campaign to align with your customers behaviors. 

If you’re curious about what your audience likes, you can also test your emails.  This is called A/B Testing.  You can test different versions of a single email to see how small changes can impact your results.  You can test the time of send to see when it’s best to send an email.  You can also test subject lines to see what gets your audience to open the emails.

Now that you have the power of numbers, you can confidently click send for your next round of email marketing.

Until then, NinJo Group is here to help get all of your marketing needs in line for a track record of success!