Evaluating campaign performance
Posted: Mon Jan 27, 2025 3:25 am
As you can see from the above, a number of mailing metrics can be found in the statistics/analytics section. But open rates and bounce rates have an indirect connection with marketing goals.
As we remember, the main goal of sales is sales themselves.
How to link sales metrics to email campaign metrics?
Firstly, the goals should have clear numerical values – these are the so-called KPIs. Accordingly, the achievement or non-achievement of the KPIs can be easily verified based on the campaign results. If the KPIs were related to sales, you will see the actual indicators and will be able to compare them with the plan. Based on this, you can draw a conclusion about the effectiveness or ineffectiveness of the email campaign.
Secondly, links inside letters should use UTM tags. They allow you to easily determine not only the source of the client's receipt (for example, the client followed a link from the mail), but also a specific letter/mailing. To do this, an external analytics script should work on the target site that can read the corresponding UTM tags.
Third, you can direct customers who open emails directly iceland phone number data to landing pages . Then the statistics of visits to these pages will largely correspond to the current data on the number of views/visits.
Fourth, there are generally accepted metrics that apply to email campaigns. They are easy to read and interpret:
Open rate of letters – percentage (share) of opened letters in relation to the total number of sent ones. This indicator clearly shows how much users liked the subject of the mailing.
Click-through rate (CTR) is the ratio of the number of clicks on links within letters to the number of delivered letters. Using CRT, you can identify not only successful topics, but also “shooting” links, call-to-action (CTA) blocks.
Subscriber base growth is a numerical indicator of the increase in the number of new contacts over a certain period (day, week, month). Please note that the increase is calculated objectively, which means that all unsubscribes and those who marked the mailing as spam are subtracted from it.
Bounce rate or percentage – corresponds to the ratio of all unsubscribes, spam marks, technical problems (rejected by the server, non-existent contact, full mailbox, etc.) to the number of sent letters. The lower the bounce rate, the better.
The percentage of unsubscribed people or the percentage of spam complaints is calculated in the same way as the percentage of bounces, only the main indicator is a specific one (the number of unsubscribes or complaints).
Return on investment (ROI ) is the share of costs from the total volume of expenses. The formula looks like this: (cash received - funds invested in email marketing) / funds invested. For convenience, the shares can be expressed as a percentage (multiply the result by 100). Ready-made online ROI calculator .
Other marketing metrics can be used as well.
As we remember, the main goal of sales is sales themselves.
How to link sales metrics to email campaign metrics?
Firstly, the goals should have clear numerical values – these are the so-called KPIs. Accordingly, the achievement or non-achievement of the KPIs can be easily verified based on the campaign results. If the KPIs were related to sales, you will see the actual indicators and will be able to compare them with the plan. Based on this, you can draw a conclusion about the effectiveness or ineffectiveness of the email campaign.
Secondly, links inside letters should use UTM tags. They allow you to easily determine not only the source of the client's receipt (for example, the client followed a link from the mail), but also a specific letter/mailing. To do this, an external analytics script should work on the target site that can read the corresponding UTM tags.
Third, you can direct customers who open emails directly iceland phone number data to landing pages . Then the statistics of visits to these pages will largely correspond to the current data on the number of views/visits.
Fourth, there are generally accepted metrics that apply to email campaigns. They are easy to read and interpret:
Open rate of letters – percentage (share) of opened letters in relation to the total number of sent ones. This indicator clearly shows how much users liked the subject of the mailing.
Click-through rate (CTR) is the ratio of the number of clicks on links within letters to the number of delivered letters. Using CRT, you can identify not only successful topics, but also “shooting” links, call-to-action (CTA) blocks.
Subscriber base growth is a numerical indicator of the increase in the number of new contacts over a certain period (day, week, month). Please note that the increase is calculated objectively, which means that all unsubscribes and those who marked the mailing as spam are subtracted from it.
Bounce rate or percentage – corresponds to the ratio of all unsubscribes, spam marks, technical problems (rejected by the server, non-existent contact, full mailbox, etc.) to the number of sent letters. The lower the bounce rate, the better.
The percentage of unsubscribed people or the percentage of spam complaints is calculated in the same way as the percentage of bounces, only the main indicator is a specific one (the number of unsubscribes or complaints).
Return on investment (ROI ) is the share of costs from the total volume of expenses. The formula looks like this: (cash received - funds invested in email marketing) / funds invested. For convenience, the shares can be expressed as a percentage (multiply the result by 100). Ready-made online ROI calculator .
Other marketing metrics can be used as well.