Why are email performance metrics important?
They are the real slices of authentication that help you measure the efficiency and effectiveness of email marketing campaign. Lack of standardization around campaign performance metrics can often make it tricky for marketers to manage and improve on their email campaigns. There are two basic campaign performance evaluation tools that: Engagement and Deliverability.
Engagement metrics include open rates as well as click rates. They show you how long your subscribers were engaged with your email. Deliverability metrics consist of soft bounces and hard bounces. This comprises of failed delivery of emails due to permanent issues such as a non-existent address (hard bounce) or temporary issues such as inbox full or an unavailable ISP server (soft bounce).
Email Performance Tips
Importance of Email Metrics
In 2013, the world spam rate was reported at 69.9 percent of emails, with about 3.2 percent of emails containing malicious emails attachments. The estimated spam rate is expected to reach 64% in 2014. To counter this, ISPs and inbox filter will have even better spam filters.
ISPs and inbox spam filers are one of the core reasons engagement and deliverability metrics too fall low. ISPs start blocking your server completely and report you as abusive, when your emails hit the spam filters more than a few times. In order to ensure a robust campaign performance, you need to make sure your email performance remains strong. The key to this in ensuring your list remains clean, which will thus keep you from ISP spam filters.
Remove Unengaged Subscribers
A list clean email list means removing unengaged subscribers. Your email platform will provide you measures to determine engagement. A few email platforms automatically remove hard bounce email addresses along with those email address that repeatedly soft bounce. As mentioned before, email engagement metrics measure how long subscribers were engaged with your email through open rate and click rate. If you happen to use a marketing automation platform, you can additionally add website visits, page views, and form fill-outs to determine your engagement metrics.
There’s more to Email Performance Metrics
We have all established one fact when it comes to email marketing – it can make or break your business, it entirely depends on how you use it. Removing unengaged subscribes can boost your email metrics and that to on a much wider scale. With the help of accurate metrics, you can predict how successful your campaign will turn out to be and directly affect your business.
Engagement rates are just a minuscule part of email performance metrics. Call tracking is another noteworthy way of measuring email performance. As per a Return Path Report in 2012, around 88% of people check their emails on a daily basis on mobile devices. Most smartphone users today want brands to include their company information in the emails. Companies can add call tracking numbers to their emails and use call tracking to determine who visited their landing page or web site from certain emails that were sent.
Learn more about FrescoData’s expert Email Marketing techniques to improve on your email performance metrics.
