If you want to optimize your email marketing strategy, tracking key performance indicators (KPIs) will be very helpful. If you’re wondering about the different types of KPIs or how they can be used to optimize email engagement, this article has the information you need to know.
What Are the Different Types of Key Performance Indicators?
There are many different types of KPIs. Email marketing KPIs typically fall under the categories of:
- Revenue: Return on investment (ROI), direct sales from email, revenue per subscriber, etc.
- Subscriber engagement: Click-through rate, open rate, conversion rate, or email forwards/shares.
- Email list growth: List growth rate, new email subscribers, or unsubscribe rate.
- Subscriber experience: Consumer satisfaction scores, spam complaints, or email read time.
All of these different types of KPIs can be valuable to track and optimize when managing an email campaign.
What Are the 5 Key Performance Indicators?
Now that you know what different types of KPIs there are, you may be wondering which ones are most important to track. Five of the most important KPIs are:
- Bounce rate: Bounce rate measures the percentage of email bounces (not accepted by inbox providers) from the total emails sent. If you’re sending email content, you want it to be delivered to subscribers’ inboxes, so tracking bounce rate is crucial to the success of email campaigns.
- Open rate: Open rate tracks the percentage of recipients that open your marketing email from the total emails delivered. Email opens are crucial, since your subscribers must open your content for it to be successful. However, while this is an essential metric, Apple MPP has affected how it is tracked.
- Unsubscribe rate: Unsubscribe rate is the number of recipients that unsubscribe from your email list from the total emails sent. Tracking unsubscribes is important because you want consumers to be satisfied with the content they are receiving.
- Click-through rate: Click-through rate is the percentage of recipients that click a link in the email’s content from the total number of emails sent. Email click-throughs show that your body content was engaging, and the call to action successfully got subscribers to the next step in the buying process.
- Conversion rate: Conversion rate measures the percentage of conversions from the total emails sent. If you’re sending marketing emails, you likely have a targeted action you want consumers to take, such as making a purchase or starting a free trial. Conversion rate tracks the success in achieving this outcome.
By tracking each of these five main KPIs, you will have a good overview of how your email content is performing. The next step would be using the data collected to improve your email marketing strategy.
How Are KPIs Used for Email Marketing?
KPIs are used for email marketing by giving you an overview of how your content is performing. Many companies will use benchmarks for success based on their past performance or industry standards for key email metrics.
If you see the numbers for one of the KPIs you are tracking are below industry standards, you can then look at your email content and make changes to improve your performance for that metric.
If you’re looking for an easy way to improve your KPIs, AudiencePoint can help give you insights on how to optimize your send times, re-engage email subscribers, segment your email list, or create more relevant email content.
How AudiencePoint Can Help with Your Email Campaigns
If you’re looking for an excellent way to track your subscribers’ activity and target them with your email campaigns, AudiencePoint is the answer. AudiencePoint offers three easy-to-implement tools to help with this, Send Time Optimization, Real Time Optimization, and ListFit.
AudiencePoint uses insights gathered from subscriber activity to help you send emails when subscribers are most likely to check their inboxes or convert. Finally, to further optimize your emails for success, ListFit analyzes your email list to identify inactive subscribers and help you effectively segment your email list to create more engaging content for specific needs.
All this is done using our industry-leading data pool that is able to give actionable insights on improving your email strategy. To learn more about how AudiencePoint helps improve your email marketing strategy, contact us today.