Welcome to your email metrics crash course for beginners. Newsletter marketing is more than creating great content and sending out tons of emails. In other words, your email marketing efforts can’t just end there. Anyone who is keen to know how well his newsletter marketing is performing must learn email metrics.
Why you should learn basic email metrics
Email metrics will help you understand your targeted audience. Long term collecting and analysis will also help you to shape your future email content. You’ll learn what works and what doesn’t.
Email metrics explained
- Deliverability
The number (percentage) of emails delivered to the recipient inbox compared to the total emails sent.
- Open rate or CTOR
The number (percentage) of emails opened by recipients compared to the total number of emails that have reached recipients inbox.
- Click rate or CTR
The number (percentage) of recipients who clicked something in the email they received. CTR is compared to the total number of emails opened. Note: This metric may vary. If you’re using transactional and/or marketing email services, you better ask your service provider about the exact meaning of CTR meaning. There is a chance that some compare the CTR to the total number of emails delivered.
- Complaint
The number (percentage) of emails marked as a SPAM by recipients. Usually, recipients who mark your email as SPAM will be removed from the newsletter list.
- Bounced Soft
The number (percentage) of emails temporarily undeliverable. This may be due to the recipient’s email server issue or recipient’s full inbox.
- Bounded Hard
The number (percentage) of emails that cannot (will never) bee delivered to the recipient’s inbox. This happens when the recipient’s email is misspelled or does not exist.
- Sharing
The number (percentage) of emails that have been shared by recipients by forwarding the email.
- Conversion
The number (percentage) of recipients who completed a goal set by the sender, i.e. clicked on a link within the email or purchased something.
- Unsubscribers
The number (percentage) of recipients who unsubscribed from your newsletter.
- Blocked
The number (percentage) of emails that are repeatedly hard bounced.
This was just about basics
There is more about email metrics. Different transactional and/or marketing email services offer a variety of tools and metrics. In addition to metrics mentioned in this blog post, there are many other such as opening time, repeated opens, revenue per email, revenue per subscriber, time spent viewing email, etc.
However, as said, this blog post is about basics.
Please, let me know if this blog post helped anyone. You can also post your question in reply to this post. I’ll be happy to reply or provide help if needed.
