Email newsletter content is one of the best ways for brands to stay in touch with their audience...
Tracking key performance indicators (KPIs) for email is an essential way to improve your email engagement campaigns. If you’re wondering what KPIs are or which ones you should track, this article will provide you with the answers. Read on to learn more.
What Are Email Marketing KPIS?
KPI stands for “key performance indicator.” KPIs for email marketing are used to provide numbers that show how your email content performed. Many companies will use KPIs as benchmarks to measure progress or see how marketing emails perform compared to competitors in their industry.
What Are the 4 Main KPIs for Email Marketing?
If you’re wondering what the most common KPIs are in email marketing, there are four main ones you can track. The four main email KPIs are:
- Bounce rate: The percentage of emails sent that aren’t accepted by inbox providers. Low engagement can affect bounce rates, so optimizing email engagement is essential to the success of this KPI. To help maintain your deliverability, removing bouncing addresses is key.
- Click rate: The percentage of email recipients that click a link in the email’s content. Click rates show that your content was engaging, and your call to action (CTA) was successful.
- Conversion rate: Percentage of recipients that take a targeted action as a direct result of email content, such as making a purchase, signing up for a free trial, or filling out a form.
- Open rate: The percentage of recipients that open your email out of emails delivered, excluding Apple MPP opens. It’s important that your emails get opened. If an email lands in a recipient’s inbox but is not opened, it shows the inbox provider that your email was not engaging. If this happens often, it can lead to higher bounce rates.
Tracking these four main KPIs will give you a good overview of your email content’s success or areas that could use improvement. If you would like help tracking email KPIs, AudiencePoint’s email insight software is an excellent option to get data on your subscribers, including optimized send times and seeing how subscribers are interacting with their inboxes and your content.
What Are Email Marketing Metrics?
Email marketing metrics are data tracked from marketing emails that determine their performance. In email marketing, the terms metrics and KPIs are usually used interchangeably and will consist of the same measurements for success, such as open rate, conversion rate, click rate, and bounce rate.
Why You Should Use an Email Metrics Dashboard to Measure KPIs for Email
An email metrics dashboard is an excellent asset if you’re looking for an organized way to track and measure email metrics in real time. A metrics dashboard provides a streamlined overview of all the metrics from email marketing that are most important to your business.
What Are Considered Good Email Engagement Rates?
If you’re tracking email KPIs, you will want to know what good engagement rates are for each one. Having some good benchmarks for success will help you understand how your emails marketing efforts performing, and which areas of your email strategy could be improved. Good engagement rates for the most common KPIs are:
- Good email bounce rate: An acceptable bounce rate for email is anything less than 2%. Keeping soft bounces below 0.4% and hard bounces below 0.58% are good metrics to aim for if you’re looking to achieve a good bounce rate.Subscribers who have bouncing addresses should be moved to inactive file to preserve your deliverability.
- Good email click rate: The average click rate for email across industries is 2.62%. Click rates above this average would be considered good for email marketing.
- Good email click through rate: The average click through rate in email marketing is around 2.5%. Anything higher than this number is a great click through rate.
- Good email conversion rate: The average conversion rate for email is around 1.5%. Conversion rates higher than this average would be considered good. If you get close to a 5% conversion rate, that would be considered an excellent email performance.
- Good email open rate: A good email open rate, excluding Apple MPP opens, would be between 17-28%. Email open rates can vary quite a bit by industry, but it’s generally considered that anything in this range shows your emails are performing well.
Aiming for metrics within these benchmarks will have you on your way to a successful email marketing campaign. If you’re looking for help achieving good email KPIs, AudiencePoint’s email insight software can help.
How AudiencePoint Can Help with Your Email Marketing Campaigns
AudiencePoint helps with email marketing with tools that provide detailed insights into how subscribers respond to your content. AudiencePoint’s email insight software helps you track data, optimize send times, and analyze subscriber activity. All of our tools are easy to integrate with any major email service provider (ESP), so you can start optimizing your campaigns right away.
If you would like to know more about how AudiencePoint can help with your email marketing KPIs, contact us today.