What Are Email Engagement Metrics?
When sending marketing emails, it’s important to pay attention to key performance indicators (KPIs). KPIs help you understand how your emails perform. This helps you track your improvement as you work towards your goals. Key email KPI metrics that you should track are:
- Bounce rate
- Click-through rate
- Click-to-open rate
- Inbox Placement Rate
- Open rate
- Spam complaints
- Unsubscribe rate
Email analytics tools like AudiencePoint’s email marketing software will help you track key email KPIs, so you can continue improving your email engagement and email re engagement campaigns.
Let’s dig a little deeper into these KPIs and what they mean.
The email bounce rate is the percentage of emails that couldn’t be delivered to the recipient. If you have too high of a bounce rate, it’s an indicator that your emails are being marked as spam or are being sent to invalid email addresses. Email inbox providers and anti-spam networks monitor the bounce rates of email campaigns, so it’s important to ensure that your bounce rate stays low to avoid having future emails blocked by these safety networks.
There are methods you can implement to avoid a high bounce rate. If you’re getting email bounces due to invalid email addresses, you must remove those emails from your list as soon as possible. Using a double opt-in when having someone sign up for your email list or verifying email addresses during sign-up is also a good way to avoid email bounces.
What Is an Acceptable Email Bounce Rate?
According to research done by Campaign Monitor, an acceptable email bounce rate is anything under 2%. If your email bounce rate is between 2-5%, it is worth noting and working to lower it. A bounce rate higher than 5% is concerning, and you should work immediately to reduce your email bounce rate.
The click-to-open rate is similar to the click-through rate because it tracks how many people clicked on a link within an email. However, the main difference between the two is that the click-to-open rate tracks the percentage of link clicks from only people who opened the email. The click-to-open rate is often a better metric for determining how well the ad copy, design, and call to action of the email keep readers engaged.
The conversion rate is the most important key performance indicator for emails. The conversion rate is the percentage of people who took the desired action, which was the purpose of sending the email. While conversions are usually tracked in sales and dollars, you could track many other types of conversions in email marketing. Different types of conversions are:
- Downloading a piece of content.
- Registering for a demo.
- Registration for an event.
- Signing up for a subscription.
Whatever the primary goal of the email was, a high conversion rate demonstrates success for an email marketing campaign.
When marketing emails are sent, there is a chance they could end up in someone’s junk folder. An email ending up in someone’s junk folder can be accidental or intentional. But either way, it will likely lead to them not seeing your email. This is where the inbox placement rate is important. The inbox placement rate is the percentage of emails that end up in a recipient’s inbox.
Having a high inbox placement rate is essential to ensure your readers are not marking your emails as spam or that they are not automatically being detected as spam. If you see a dip in your inbox placement rate, you should investigate it as soon as possible to ensure that you solve the problem quickly. Using a double opt-in during sign-up for your email list can also help ensure that your emails don’t get marked as spam by recipients.
Inbox Placement Rate
The email open rate is another key metric for marketing emails. It helps determine the effectiveness of your headlines and how receptive email subscribers are to receiving emails from your company. Marketing emails are only effective if people decide to open them and read them, so this is a key engagement metric to track and strive to improve.
What Is a Good Email Open Rate?
According to Mailchimp, the average email open rate in 2022 across all industries is 21.33%. A good email open rate is one that meets or exceeds the average. However, the average email open rate can vary by industry, so it is important to pay attention to industry standards for this metric.
What Are Average Email Open Rates by Industry?
The average email open rates by industry are:
- Business services: 20%
- Computer and electronics: 19%
- Education: 25%
- Financial services: 23%
- Health, pharmaceuticals, and biotech: 21%
- Manufacturing: 23%
- Media and entertainment: 21%
- Real estate and construction: 26%
- Retail: 23%
- Software and internet: 20%
- Telecommunications: 21%
Another important email metric to track is spam complaints. Spam complaints are the percentage of people who received your email and reported it as spam or moved it to their junk folder. Too many spam complaints can adversely affect your future email campaigns, as your company emails may be more likely to go to someone’s spam folder automatically or be blocked by the email inbox provider altogether.
The unsubscribe rate is another key email metric to track. The unsubscribe rate is the percentage of people who hit the unsubscribe link upon receiving an email from your company. Too many unsubscribes show that people aren’t happy with your emails or are receiving them when they don’t want them.