To better analyze the results of your email marketing campaigns , you need to familiarize yourself with these 5 key performance indicators (marketing KPIs): open rate, click rate, response rate, bounce rate and spam.
Open rate (%) = number of email opens / number of emails delivered * 100
The email open rate is the proportion of emails opened by your luxembourg phone number list contacts compared to the number of emails delivered. Delivered emails are those emails that have reached their recipient.
In other words, this indicator is the percentage of emails opened from your email marketing campaigns. This can vary between mobile devices and a desktop computer.
Most email marketing tools tend to base their pricing model on your email list. That is, they charge based on the number of subscribers you gain. Others, like Brevo, offer plans that are based on the number of emails sent rather than on a business's database of customers or potential customers.
For example, if you send an email marketing campaign to 100 contacts and 50 of them open it, your open rate is 50%.
Interpreting your open rate allows you to evaluate:
The relevance of your email subjects
The quality and commitment of your contact list
While using a platform like Gmail, Outlook, or a CRM like Brevo doesn't determine your email open rate, the tools you have at your disposal can help you increase this rate.
On the other hand, the opening rate is closely linked to the interest or curiosity that the content of the email generates in the user who receives it, starting with the subject line.
For example, an AI assistant for your email subject lines can help you find more ideas that "click" with the user and lead them to open your email, contributing to your business's digital marketing strategy.
It is automatically calculated by most email marketing tools , such as the one included in the Brevo Marketing Platform.
Other email indicators for a good opening rate
Other indicators that complement the opening rate in email campaigns are the following:
Click-through rate: This is the proportion of emails where a contact clicked on a link in relation to the number of emails delivered. For example, if you send an email to 100 contacts and 20 of them click on a link in the email, your click-through rate is 20%. Interpreting the click-through rate allows you to evaluate the relevance and interest of your offer, and the effectiveness of your Calls to Action (CTA). The click-through rate is an important key performance indicator or KPI to measure the interaction of your subscribers with your email marketing campaigns.
Click rate (%) = number of clicks on a link in an email / number of emails delivered * 100
Response Rate: As a complementary measure to click-through rate, response rate is always the proportion of emails in which the user clicked on a link, but this time it is only compared to the number of emails opened. For example, if you send an email to 100 contacts, 50 of them open it, and 25 of them click on a link, your response rate is 50%.
Response rate (%) = number of clicks on a link in an email / number of emails opened * 100
Bounce Rate (Soft Bounce or Hard Bounce): The bounce rate or bounce rate refers to the proportion of emails that return to the sender with an error message because they could not be delivered, compared to the total number of emails delivered. There are two types of bounces : the soft bounce indicates that the destination address is temporarily unavailable (connection error or inbox full) and the hard bounce implies that the destination address to which you sent your email has permanently ceased to exist. This is an important indicator, but it is very difficult to have 0%. The best thing is to use an email marketing solution that automatically removes addresses, generating hard bounces to optimize your deliverability, as is the case with Brevo.
Bounce rate (%) = number of undelivered messages (DNS or SMTP error) / number of delivered emails *100
Spam rate: The spam rate corresponds to the percentage of complaints (declaration as spam) that your campaign generated. This statistic is the one that most affects your deliverability; a rate higher than 0.1% can condemn you to being classified as spam in an FAI. There are some types of emails, such as promotional emails, that are more likely to be marked as spam. However, this can be avoided : Brevo, for example, automatically blacklists subscribers and contacts who click on "This is spam".
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