Email Analytics

Email Analytics - tracking marketing metrics

What is the goal of email marketing?

  • To grow a subscriber database
  • Generate more leads
  • Convert more existing leads into customers

Doing email marketing well has many options, in fact,. It doesn't matter how optimized your emails are if you can't see the results of your efforts -- not to mention measure whether email is helping you hit your goals.

Email Marketing Metrics for tracking campaigns
  1. Clickthrough Rate
  2. Conversion Rate
  3. Bounce Rate
  4. List Growth Rate
  5. Email Sharing/Forwarding Rate
  6. Overall ROI
  7. Open Rate
  8. Unsubscribe Rate

1. Clickthrough Rate
  • What It Is: The percentage of email recipients who clicked on one or more links contained in a given email.
  • How to Calculate It: (Total clicks OR unique clicks ÷ Number of delivered emails) * 100
  • Example: 500 total clicks ÷ 10,000 delivered emails * 100 = 5% clickthrough rate

(Using either total clicks or unique clicks in the calculation above works, as long as you use the same approach consistently.)

Clickthrough rate (CTR) is likely the first answer you'll get when you ask an email marketer what metrics they track. It's what I like to call the "day-to-day" email marketing metric, because it lets you easily calculate performance for every individual email you send. From there, you can track how your CTR changes over time.

CTR is also frequently used for determining the results of A/B tests, as these tests are often designed with the intention of finding new ways to get more clicks in your emails.

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Various sources was used to to compile this article.

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