The Four Email Marketing Metrics That Matter
Deliverability, also known as delivery rate, is the ratio of delivered emails to sent emails. Deliverability speaks you what percentage of emails sent makes it to the inbox. In other words, it indicates how likely people are to get your email. In general, deliverability provides you an awareness of how well your emails pass the “spam test” for Email Service Providers (ESPs) like Gmail and Yahoo. If your emails don’t make use of flagged words and are effectively received by your audience, your deliverability should be quite high. A good deliverability percentage should be in the upper 90th percentile.
Ensure attention towards emails with low deliverability. This is a good way to find a copy that ESPs doesn’t like, such as:
“No Investment Needed”
“No Money Down”
2. Open Rate
Your email’s open rate speaks you how likely people are to read your email and is the ratio of unique Opens to received emails. Open rate explains how well your subject line enhances your email list to take the time to read your email. You should use open rate as a measuring device of how well your messaging oscillates with your target audience.
3. Click-Through Rate
The Click-through rate speaks you how likely your audience is to engage with your email, which means it shows the probability someone will click on a link within your email. Click-through rate is the ratio of the number of unique clicks to the number of unique opens. The Click-through rate is significant since it measures whether or not people are taking the desired actions with your emails. A low click-through rate usually represents that your email copy is falling flat and is a sign of a weak or unclear call-to-action (CTA). A simple way to improve the click-through rate is to avoid overselling your products or services through email and instead concentrate on getting people to click your link.
4. Disengagement Rate
The disengagement rate tells you how likely people are to dislike your email. You can figure out the disengagement rate by including spam complaints to unsubscribes and dividing the sum by unique opens. Your emails will always direct some people away, either towards you or away from you. While you can’t please everyone, you do need to ensure that the broad majority of readers on your list like what you have to say.
That’s why you want to ensure keeping an eye on your disengagement. With a disengagement rate, you can track down messaging that doesn’t work and cut that out of your copy toolbox. You definitely must keep your average disengagement rate below 0.15% for your emails or you’ll begin to see your deliverability drop.