1. Delivery rate
The delivery rate is the percentage of marketing campaigns successfully delivered to the recipient's mailbox, which is also the first and fundamental indicator of a successful conversion. If your delivery rate is above 97%, it indicates that your email list is valid and effective.
2. Open rate
Calculation method: Number of opened emails / Number of successfully delivered emails
The email list quality, inbox placement, and email content predict the open rate. If you have low open rates, you can improve it with enhancing these three aspects.
3. CTR (Click-through rate)
Calculation method: Number of clicked emails / Number of successfully delivered emails
CTR indicates the quality of your email content. If you have high open rates but low CTR, you need to check if your URL is valid or if your image design suits your target customers.
4. CTO (Click to Open)
Calculation method: Number of clicks / Number of opened emails
This indicator reflects your email quality and judges whether your email title is relevant to the content. You can use it to observe customers' preferences for the content.
5. Email heatmap
Email heatmap is also an important predictor of your email quality. You can observe which part of the email your customer clicked on. You can optimize the content based on their previous interaction.
6. Unsubscribe rate
Calculation method: Number of unsubscribed user / Number of successfully delivered emails
This is a typical negative indicator. The unsubscribe rate of 0.1% to 0.2% is still considered normal. If you notice that the unsubscribe/report rates of a certain email are higher than standard, you will need to check whether the email contains sensitive, inappropriate, or false information. You need to avoid these contents to maintain a healthy account reputation.
7. When is the best time to view the data?
Since email is a long-tail marketing channel, you can look at the data after 24 hours and view it again after 7 to 15 days. The email open rates or click rates might be different than you expected.
Similar to other advertisement channels, you need to collect, analyze, summarize, and improve the data for the best marketing result.
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