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Tracking email metrics is an essential part of optimizing your email marketing strategy. However, you may be wondering how to keep track of email metrics or how an email metrics dashboard can be used. This article will cover what you need to know about key email metrics you should be tracking and email metrics dashboards.
What Are Key Metrics?
Key metrics, also called key performance indicators (KPIs), are used to determine the success of marketing emails. Key metrics can provide insights into how email content performs, so you know what strategies work and which areas of email campaigns could be improved. An efficient way to track key metrics is by using an email metrics dashboard.
What Is a Metric Dashboard in Email Marketing?
A metric dashboard will display metrics in real time when you send marketing emails. Dashboards help you efficiently track how email subscribers are responding to your content, so you can update your strategy and properly target email content toward specific consumer needs.
If you’re looking for a metric dashboard to help measure the effectiveness of email campaigns, AudiencePoint can help. AudiencePoint’s email insight software, ListFit, provides useful metrics while giving you actionable insights into how you can improve your email strategy. This will help you understand different types of dashboard metrics and how they apply to email performance.
What Are the Different Types of Dashboard Metrics?
Different types of metrics can be used to measure the effectiveness of marketing emails. The types of metrics that are most important to your business will depend on the products or services you offer, the type of email content you send, and what your goals for email marketing are. Metrics for email can typically be broken down into four categories.
What Are the 4 Types of Metrics for Email Marketing?
The four types of metrics for email marketing are:
- Goal metrics
- Engagement metrics
- Consumer experience metrics
- Growth metrics
Each of these metrics can be important to the success of an email marketing campaign. The following sections will break each one down in more detail.
When starting an email marketing campaign, it’s important to have the right goals in place to ensure success. Goal metrics will help you measure progress toward your goals and ensure that your email campaign operates as efficiently as possible to help you reach them.
There are many goals you may want to achieve through an email campaign, such as increased sales, website traffic, app installs, or consultation signups. Typical metrics you would use for email marketing to track progress toward your goals are:
- Direct sales or conversions from emails.
- Return on investment.
- Website traffic from email.
- Revenue per email.
- Revenue per subscriber.
While tracking sales revenue, website traffic, app installs, etc., that were the direct result of email content can seem confusing, it doesn’t have to be. An email metrics dashboard can help with this by providing accurate data about how subscribers interact with email content and the direct actions they take because of it.
Along with goal metrics, engagement metrics are also important to the success of email campaigns. Engagement measures your email subscribers’ receptiveness to email content and how they interact with it. Typical engagement metrics that are measured include:
- Open rate
- Click-through rate
- Conversion rate
- Email forward/shares
Looking at each of these metrics can help you determine which types of email content subscribers are most receptive to, so you can further optimize email campaigns for success.
Consumer Experience Metrics
Consumer experience metrics measure aspects of emails that show how well they are creating a good consumer experience both in the email list signup process and your email content itself. Common consumer experience metrics are:
- Spam complaints: If you’re getting a lot of spam complaints, you need to check what types of email content you’re sending, how frequently you’re sending emails, or your email list signup process to ensure you are sending relevant email content to people who want to receive it.
- Bounce rate: Consumers won’t have a good experience if they don’t receive your content in the first place. High bounce rates can be an effect of a poor consumer experience that causes low engagement rates. Optimizing your email strategy accordingly is essential to lowering bounce rates.
- Engagement over time: This metric shows looks at your key engagement metrics (opens and clicks) over a predefined period of time. The time period is determined by your average business cycle.
- Mobile opens/click rates: An important aspect of managing consumer experience is ensuring your emails perform well on mobile. Checking engagement metrics specific to mobile devices will help determine if your mobile email design is performing well or needs to be updated.
Optimizing each of these metrics will ensure a better consumer experience. Testing your email design before sending it to your subscribers, using email signup methods like a double opt-in or confirmation, metrics dashboards, and tools like AudiencePoint’s Send Time Optimization will all benefit your email campaign’s success.
Email marketing growth metrics measure how well your email list is growing and if your email content retains subscribers once they sign up for your list. Common email growth metrics are:
- Number of subscribers
- Unsubscribe rate
- List growth rate
- Email engagement
The number of subscribers and list growth rate will help determine if your efforts to grow your email list are working. Unsubscribe rate will help you determine if your email content needs improvement to retain subscribers after they sign up. Using an email dashboard can help you track subscriber counts and identify any areas of your content that are affecting growth. AudiencePoint’s ListFit tool can identify unengaged subscribers that can be targeted with re engagement campaigns, thus increasing email engagement.
What Is Included in a Marketing Dashboard?
An email marketing dashboard will contain all the metrics that are most relevant to your company’s needs. Typically, a dashboard covers the span of about one page and is portrayed in an organized way, so you can get an overview of email performance at a glance. The correct layout will give you all the data you need in the most efficient manner.
Can I Use Excel to Create a Dashboard?
While you could use Excel to track the data you’ve collected from email campaigns, this isn’t the most efficient way of managing and optimizing your email strategy. When you send out marketing emails, metrics can change and come in quickly. This means using software tools like a metrics dashboard will be the most beneficial option.
How to Make a KPI Dashboard?
If you’re looking to make an email performance dashboard, the best way to do it is by picking out a software that tracks email analytics. This helps you keep your information organized and in one place.
Once you have a software picked out, most options will allow you to organize information that is important for your needs, so you can see all the data in one place. Things you should consider when creating your metrics dashboard are:
- Who is using the dashboard.
- Email marketing goals.
- What metrics are most important to the success of your campaign.
- The key parts of your emails you would like to improve.
Considering all these aspects will help you create the most effective dashboard for emails based on your needs.
What Metrics Are Monitored on a Dashboard?
The most common metrics monitored on an email metrics dashboard are:
- Open rate
- Click-through rate
- Conversion rate
- Bounce rate
- Unsubscribe rate
Monitoring these common metrics will give you a good baseline for how your email content is performing.
What Is the Most Important Metric in Email?
The most important metric for email marketing will likely vary based on the needs of your company and email marketing goals. Oftentimes, metrics like click-through and conversion rates are the most important metrics for companies to determine the success of emails.
Open rate is also an important email marketing metric for many companies. However, the effects of Apple’s mail privacy protection (MPP) have made open rate harder to accurately track.
How Do I Get Email Metrics?
If you’re measuring email metrics on software that provides a metric dashboard, you will likely be able to track metrics through that same software. Otherwise, whatever platform you use to send email content will also provide some basic metrics you can track and implement into a metrics dashboard.
How AudiencePoint Can Help
AudiencePoint is an email insight software that helps you understand data, optimize send times, and analyze the activity of email subscribers. Data collected using AudiencePoint provides actionable insights on improving your email campaigns.
These insights can be used to segment your email list, re-engage inactive subscribers, and create more engaging email campaigns. All of this is done on a streamlined platform that makes email marketing easy.