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Email Marketing Analytics

Like every other digital marketing channel, the sexy thing about email marketing is that you get to know exactly what is happening with it. Well, maybe not exactly, but more or less exactly.

Usually, the object of email marketing is to drive users to your website. Sometimes, all we are expecting is a reply from them. We don’t provide them with any links but just ask them to revert back if they are interested in what we have to offer. But the vast majority of the emails sent as part of the email marketing are done so to push the user towards the website to take some action.

Email Marketing Analytics – Metrics that matter

If we look at the email marketing as a process, in simplistic terms, you send, the receiver receives the mail, opens it, reads the content, takes an action (either reply or click to the website).

The success of any email marketing campaign depends on how well this process is functioning. We determine that by measuring them using various metrics with the help of your email marketing platform provider who provides these metrics to you. We will see what these metrics mean, how they are calculated and what type of actions we can take based on them.

Delivery rate:

Formula = (# of emails Delivered)/(total # of emails sent)

The reason this metric exists is because, not all the emails that are sent gets delivered. The reason for this is that not all the email addresses in the mailing list are correct. When you send a mail to an invalid email address the mail “bounces”.

This metric gives you an idea of the chance your campaign had of succeeding.

(# of emails delivered = total # of emails sent - # of bounces)

With email service providers providing various spam filters and other categories of folders, delivery rate doesn’t provide the complete picture but it’s still a great way to look at the quality of the mailing list.

Open Rate:

Formula = (# of emails opened) / (# of emails delivered)

The way most email marketing software providers work, a mail can be tracked as open or not if it is actually opened and the javascript in the mail gets executed. But with most email service providers giving a preview pane, it doesn’t let us track if an email is opened or not.

But we can still use it to compare our various campaigns and while A/B testing.

Click to Delivery Rate:

(# of clicks)/(# of emails delivered)

This gives the overall effectiveness of the email marketing campaign that you are currently running. The total number of people you are able to drive to your website per email that is delivered.

But the story does not end here. What is happening after your email marketing audience are coming to your site?


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