As we have already mentioned on other occasions, it is strictly necessary for companies to have powerful Email Marketing strategies that make use of this powerful and economical digital tool that, many times, is highly responsible for the relationship (positive and strengthened) between customer and brand.
However, it is not enough to simply define good technical strategies. Once the operation has been executed, a correct measurement of key performance indicators (or KPIs) is necessary in order to quantify the results we are obtaining in our campaigns , concluding whether we are effectively achieving the objectives initially defined.
In most cases, the KPIs that we are going to define in this article as fundamental can be measured by Email Marketing campaign management tools .
So, dear eMarketer, grab a pen and paper and don't miss even the smallest detail of what we have to tell you.
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The most relevant Email Marketing KPIs
KPI 1: Click-through rate
KPI 2: Rate of emails forwarded
KPI 3: Bounce rate
KPI 4: Database growth
KPI 5: Relationship between devices and customers
The most relevant Email Marketing KPIs
We cannot deny that, depending on the company in question vp technical email lists and each company's specific objective, Email Marketing campaigns can take -within the general strategy of a company- one focus or another. And, obviously, they do not have to have absolutely anything in common.
However, regardless of this, it is true that there are a series of KPIs or indications that can be maintained as common in any type of campaign , regardless of the objective it pursues.
KPI 1: Click-through rate
First of all, and as expected, we find the click rate , identified as a fundamental part of conversion funnels as well as one of the main Email Marketing metrics. This sample shows the response of recipients to the recently sent email, comparing the total number of emails sent to users with the percentage of those who clicked on the CTA.
Generation X Emailing Consumption Habits
In order to analyze this metric, it is necessary to keep in mind the opening rate ; since, if there is no opening in the email, it will be difficult to click on the CTA in question.
KPI 2: Rate of emails forwarded
The forward rate, which is calculated as the ratio of the total number of emails sent to those who forward the content , is an extremely positive indicator, which - despite not usually being very high - is a great indicator of campaign amplification.
And, the forwarding of an email will not only increase the reach of the campaign in question (generating one or more new leads ), but it is also an indicator that we are doing something right ; that the content we are creating for our bulletins or newsletters is of high value for our receiving community.
KPI 3: Bounce rate
This KPI, also highly important, is -unlike the previous ones- a negative indicator in an Email Marketing campaign. And why? Simple: because if we have a high percentage of emails that are bounced and, therefore, not sent to our community, we should consider what is happening with our database ; if we have it updated and correct.
Here, obviously, another KPI comes into play - which, although we have not mentioned it directly, we cannot deny that it is equally important - and that is the SPAM rate . A rate that, without a doubt, scares companies more than any other.
Both indicators are key to keep under control when you are analyzing the results of a campaign: they will give you a large amount of valuable information, which you can use in future mailings (such as, for example, deleting those emails that generate errors, either because they are inactive or out of use).
KPI 4: Database growth
It is to be expected that, period after period, your customer database will grow little by little, but steadily. And, despite the fact that this is not a “ normal ” KPI indicator and one that we have never mentioned before, it is so important that it is time to dedicate the space it deserves.
