Email marketing campaigns are one of the most effective tools for communicating with customers and potential recipients. However, to measure their effectiveness and optimize actions, it is necessary to track relevant indicators, known as Key Performance Indicators (KPIs). Here are the most important indicators that are worth measuring and analyzing. See how to interpret them correctly and how to improve them.

  • Delivery Rate 

The delivery rate indicates what percentage of sent messages reached the recipients’ inboxes. This is a fundamental indicator that affects all others. If our emails are not delivered, they have no chance of being opened, clicked, or converted. The delivery rate depends on various factors such as the quality of the mailing list, sender reputation, message content, or server settings. To improve it, it is essential to maintain and clean the recipient list regularly, avoid spam-like words, refrain from excessive use of graphics in the message content, and utilize professional email delivery tools.

  • Open Rate

The open rate shows the percentage of recipients who opened our message among those who received it. It is one of the most popular indicators of an email marketing campaign as it indicates interest in our message. The open rate depends mainly on two elements: the subject line and preheader. These are the first pieces of information that the recipient sees in their mailbox and based on which they decide to open or ignore the message. To increase the open rate, it’s crucial to use attractive and audience-targeted subject lines and preheaders that encourage further reading.

  • Click-Through Rate 

The click-through rate indicates the percentage of recipients who clicked on a link or button in the email among those who opened it. It is a key indicator as it reflects the engagement of our recipients and their willingness to take the desired action. The click-through rate depends on various factors such as message content, offer, design, or the placement and appearance of links or buttons. To improve it, it is necessary to create valuable and personalized content that addresses the problems or meets the needs of recipients and to use clear and visible calls to action (CTA). Interestingly, this indicator also includes clicks in the unsubscribe rate.

  • Conversion Rate 

The conversion rate shows the percentage of recipients who, after clicking on a link or button in our message, performed the desired action on the landing page. It is the most crucial indicator of an email marketing campaign as it demonstrates its real impact on sales or other business goals. The conversion rate depends not only on the email message itself but also on the quality and relevance of the landing page to the recipients’ expectations. To improve it, it is necessary to ensure consistency and continuity of communication between the email and the landing page and to optimize the page for usability, speed, and persuasive arguments.

  • Unsubscribe Rate 

This indicator shows how many people are unsubscribing from the newsletter subscription. This allows discovering if our emails need improvement since a high unsubscribe rate may indicate that our emails are treated as spam. Therefore, if the rate is high, it’s essential to analyze the content of emails and the frequency of their sending. Newsletters should not be too intrusive, and sending several messages a day or week should be avoided. It’s best to send newsletters once a week. While it’s valuable to check and analyze the unsubscribe rate monthly, it’s important to note that it may not be very reliable. Most people simply ignore emails instead of unsubscribing. Therefore, tracking the above-mentioned indicators is a much better solution.

Email marketing campaigns are an effective way to build relationships with customers and increase sales. However, to achieve the best results, it is necessary to monitor and analyze the appropriate indicators that show how our messages are received and how they influence recipient behavior. It’s worth seeking the assistance of professionals for control and analysis of indicators. Competivo audits will help you check and interpret all the most important indicators and develop an appropriate marketing strategy.