Email Analytics & Metrics: Marketing KPIs & Standard Reports

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How to Use Email Analytics For Effective Marketing

Email analytics refers to the method of tracking the way subscribers interact with a brand’s email campaign. It allows you to conveniently gather and analyze data for each email campaign. 

Without leveraging email analytics, there’s no way to ensure that your email marketing effort is completely fool-proof. And when you don’t analyze your email campaigns, you will always have a vague and incorrect view of how things are working for you. 

Simply put, email metrics allow you to grasp a large amount of data as a foundation for future improvements.

Which email KPI metrics should you track? And, how do these email marketing KPIs influence your marketing efforts? Read on to find out.

How Email Analytics Influence Email Marketing

For a certain time period, it seemed that the death of email as a digital communication form is quite inevitable. This potential death was owed to the introduction of newer and faster forms of communication such as direct messaging and text messaging. It almost felt like email was quickly becoming useless and outdated.

However, as technology advanced, a few changes were seen in email itself and in the mediums that use email, for instance smartphones, tablets, smart watches, laptops etc.

It was not long before email quickly became a fairly relevant and advanced feature in today’s digital economy. Marketers, administrators, and application developers quickly began to use email as an effective mode of communication. That’s where the concept of email marketing analytics stepped in.

Today, businesses use email engagement metrics to improve the way they reach customers and convey their message via electronic mail. Using email KPIs, you can help your business prosper because customers will be more engaged with your brand, eventually purchasing your products or services.

Types of Email Analytics & Their Best Practices

There are different types of email analytics that can help businesses in gathering the required data. Some of the most popular email marketing metrics are:

Open Rate

Open rate refers to the amount of people who open your message. The higher the open rate, the better your email is performing. It’s a good indicator of how your email is being received.

Click-through Rate

The click-through rate refers to the number of recipients who click the links present within your email. A higher click-through rate indicates that your email is performing well. Lower rate can be attributed to poor button placement, low quality of email lists, and bland design.

Bounce Rate

The bounce rate refers to how an email is permanently rejected due to a problem which occurred after reaching the recipient server. This typically happens when the recipient address is invalid. Email marketing metrics best practices require that businesses keep an eye on which emails are bouncing and track their cause.

Unsubscribe Rate

This shows the number of users that clicked on the unsubscribe link to opt out of a brand’s email campaigns. The average unsubscribe rate is 0.5%. Anything above this percentage is a matter of concern. It indicates that it’s time for you to revisit your email content to better personalize it and improve your content quality.

Conversion Rate

This refers to the number of subscribers that actually converted into business customers. It depends on the business as to what action it considers as a conversion. For instance, a registration after clicking on the link in the email newsletter may be considered as conversion.

How to Access Email Analytics

As a marketer, you already know how important it is to use data to fuel your marketing campaigns. It‘s your job to look at what works and what doesn’t in your campaigns, so you can then optimize them for better results.

As you’ve likely experienced, finding data isn’t hard. Most email marketing providers offer analytics dashboards that show all kinds of info about your performance. However, it can be challenging to find the specific data you need, as well as the insights to drive your campaigns. Accurately interpreting an email marketing report all by yourself is not easy. You need to have the right tools and techniques to make sense of the data as it can make or break your email marketing campaigns.

Advanced email marketing and automation tools can help you analyze your email marketing campaigns in a convenient manner. Using these tools, you can easily review, analyze, and improve your email metrics effectively in real time. A lot of these tools allow you to integrate Google Analytics for an even deeper analysis of conversion through your website that are driven by email.

Are you a financial services provider that needs help with your email marketing? We can advise you on building and scaling automated marketing campaigns across channels that engage your customers in a personalized way. 

With LeadJig financial services marketing, you can generate a consistent stream of qualified prospects to use for future financial seminar events, workshops, roundtable events, and more. Request a demo of our services today!

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