In some ways, running an email campaign is like flying a plane solely by instrument. The only way to know whether your campaign is actually heading in the right direction is to pay attention to the numbers flashing on your dashboard. But like an aircraft’s instrument panel, a typical email marketing analytics console can be a bit tricky to figure out.
Today’s infographic provides a concise summary of email marketing analytics. This guide cites the prerequisites of email marketing and breaks down email analytics into its key component metrics.
Things You Need
#1 Define your email marketing goals clearly
What exactly are you trying to achieve with your campaign?
#2 Refine your email process
You need a well-defined process in order to identify the things to be measured and tracked.
#3 Choose the right email marketing platform
Your email marketing software should enable quick access to the insights you need.
Metrics to Track
#1 Delivery Rate
#2 Inbox Placement Rate
#3 Soft and Hard Bounces
#4 Open Rate
#5 Click-through Rate
#6 Click-to-Open Rate
#7 Spam Complaint Rate
#8 Unsubscribe Rate
#9 List Churn Rate
#10 Conversion Rate
Metrics tell you a lot about your email campaigns. In fact, they reveal everything you need to know to make informed decisions—that is if you know where and how to look. The things we’ve covered in this guide should help you navigate your campaign toward its objectives. So, keep these ideas in mind and always remember: if you can’t measure it, you can’t improve it.
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