Email Marketing Metrics
One of my clients sends daily emails to his list. Up until a few months ago, he wasn’t measuring the results of these daily emails.
He looked at daily gross revenue to make sure business growth was on target, but not the individual email marketing metrics.
Last fall, I convinced my client to start measuring the results of each email broadcast. Here are the metrics he is now measuring:
Raw Numbers
- # of Emails Sent
- # of Emails Opened
- # of Clicks
- # of Unsubscribes
- # of Sales
- Revenue in Dollars
Tracking raw numbers is all good and well, but they don’t necessarily tell you much by themselves. So I also have my client reporting these figures based on the raw numbers:
More Meaningful Numbers
- Open Rate (# of Emails Opened / # of Emails Sent)
- Click-Thru Rate (# of Clicks / # of Emails Opened)
- Unsubscribe Rate (# of Unsubscribes / # of Emails Sent)
- Conversion Rate (# of Sales / # of Clicks)
- Dollars Per Click (Revenue / # of Clicks)
This second set of figures tells us more accurately how well one email performed compared to another. These figures also help us make decisions about future promotions.
If you’re sending daily emails (or even two or three emails a week), it’s important that you track the results of those emails. I hope these metrics give you a good place to start.
-Ryan M. Healy
P.S. Email list management services like AWeber provide many of the metrics listed above. Not only can you get open rates, click-thru rates, and unsubscribe rates… you can even get sales data and create list segments based on how much a subscriber spent.
