Any personal email account receive on an average 11 emails per day and in work accounts the number reaches to an average of 80 emails per day. We found it even more interesting, as we dived deep into this data. There are studies online that show around 85% of emails fall in notification or marketing/promotional categories and only 1% out of it are not tracked. This clearly shows that 99% of such emails are tracked and measured by the senders. This clearly states that email marketing metrics are a big deal for marketers.
You must be wondering why there’s so much fuss about these email marketing KPIs? And why measuring email marketing analytics is beneficial and what metrics you should measure? Don’t worry we’ve got you covered for both of them! Stick till the end of this blog to find out why it is important to care, how it can benefit your agency/business and which are the right email marketing tools that can help you.
How Email Marketing Metrics Can Benefit My Agency?
1. Check if they received your email
Just after hitting the send button, we often wonder if there is a way to ensure that the recipients have received the email without having to call and ask them. Do you also wonder about what if it goes to their spam or if they opened their email? That is where email marketing analytics can help you to see how many people opened your emails or whether it ended up in their spam, etc.
2. Is that a hot or cold lead?
Cold leads are at the very beginning of your sales funnel. With measuring and monitoring the email marketing kpis such as open rate and various other parameters, you can easily move to important tasks like focusing on warm and hot leads which will have higher chances of converting into a client.
3. Is my content interesting enough?
Email tracking in today’s time gives you a wide range of parameters to figure out how the recipients engage with your emails. Closely monitoring the engagement part and whether they forward your email will allow you to identify which content is working well and making them click, engage and leading to conversions.
4. How did they know about your agency?
With new-age URLS sharing and cutting edge technology, it has become possible to identify how users ended up to your website, blog or even a landing page. Attaching UTM links or any other smart links with your email actions will allow you to figure out the ROI of email marketing campaigns and if it needs any improvement.
So now you’ve taken the baby steps to understand why measuring these email metrics can make life easier for you along with its plenty of benefits. Let’s understand how to go about it. What are the top metrics that will help you form strategies that give better results?
Open rate is typically the percentage of emails that were opened. In simple words, if your open rate is 24% then 24 recipients out 100 are opening your emails. As much as it is an important metric it can mislead you at times. High open rate can give you joy and make you forget about other crucial parameters you should also consider.
The open rate becomes more useful when it used in a comparative manner. You can strategise better with A/B testing or periodic comparison to gather insights on what are the aspects that need work.
2. Click-Through Rate
Click-through rate is the percentage of email recipients who interacted with link(s) you attached in the email. Commonly referred to as the very handy metric for an email marketer. Because it directly gives out the number of recipients who engaged with your email content and lead to click on something, indirectly telling you which content or parts are interesting enough to the probable customers.
It is widely used in monitoring A/B tests, as it will allow you to identify, which bulk gave you more click-through rate.
3. Conversion Rate
As we discussed, click-through rate gives out % of recipients who clicked on the link(s) in the email but with conversion rate, you get the percentage of recipients who clicked on the link but also completed the actions you wanted them to take.
These actions usually include filling out email address or form, purchasing a product, availing the offer, etc.
4. Return On Investment(ROI)
In simple terms ROI is total revenue considering the total money or resource you spent on a particular campaign. Which stands true for email tracking as well. You can calculate the overall ROI of your email marketing campaign by total sales made through that campaign minus the money invested for it.
This not only help you to figure out sales from each campaign but it will allow you to make an informed decision like which campaigns and which email lists are performing better and eventually getting you great ROI.
5. Sharing Rate
Sharing Rate as the names suggest is the percentage of your email recipients who shared or forwarded your email to someone. It may seem to you initially that this percentage if very low but take a moment and understand the emails that were sent out was in the intention of purchase, sign up or lead generation.
Even the smallest percentage of sharing rate means that your emails are driving the recipients to share the email, which will eventually result in probable new leads that you can go after.
6. Bounce Rate
You must have received this emails stating “your email could not be delivered” in your inbox. With bounce rate, you don’t have to manually calculate the number of emails getting bounced due to invalid, closed or non-existing emails and even which have some other problems.
The bounce is the percentage of emails that were bounced, not delivered successfully to their inbox.
7. Unsubscribe Rate
After getting numerous emails or after a point where the emails become irrelevant to the recipients, the unsubscribe to stop receiving emails. This is a small action but it gives you an insight into what kind of customers are usually opting out. This can be achieved by sending emails by dividing emails lists into several pieces and monitoring them.
An Assumption can be made that, whichever list has a higher unsubscribe rate will have more cold leads ( less interested recipients). Although it takes a time to figure this out.
Hunters is a very simple tool to track emails you sent out. It is used globally by more than 2 Million professionals and companies including Google, IBM, Manpower, Microsoft and Adobe.
Along with many marketing and sales automation tool, Hubspot offers the sales software that includes email tracking as well. It can be connected with the apps your teams already use including Gmail, Outlook, Gsuit, Office 365, etc.
The truly free and unlimited email tracker which lets you tracking emails sent out through Gmail. As shown in their messaging, it will not ask you to do many things and never come in your way. Once you will install the chrome extension, you can say goodbye to going through emails and worrying about the results.
Vocus offers full-stack email outreach along with the tracking feature. It’s easy to connect with the CRM your team is already using. Their basic plan starts from as cheap as $5 per month.
This simple one-click email tracker can be a good choice for the professionals who use mobile to send emails on the go. The app is available on Google Play Store and Apple App Store. If you have very minor email tracking requirement like 10 over a month, it’s absolutely free. For teams and agencies with a much higher number of emails sent out every day, they are offering a $19 per month plan with unlimited usage.
Mailchimp offers a wide range of email marketing solutions. It is not limited to tracking emails. It can allow to create, automate campaigns and generate reports to gather insights effectively. From email templates and scheduling to advanced segmentation, testing and behavioural targeting, mail-chimp is a great tool for agencies.
This tool is a fit for the teams finding a great solution who wants to stop wasting time in daily reporting and focus on the more important tasks. Email Analytics with its only $15 pro plan lets you easily track your team’s productivity through a daily report sent right to your inbox. Email analytics includes data of emails sent, email traffic by the day, opens, average response time etc.
For those agencies which consider the design at the core of their work, Campaign monitor is definitely a great choice. They offer beautiful pre-made templates and custom option so your email marketing is impactful. Apart from this stellar part, it offers a range of features including personalization, customer journeys, segmentation, etc.
Now that you’ve got the fully packed piece of knowledge and handy tools to do wonders. Don’t wait for the right time. Adapt better practices to automate things and focus tasks that bring great results and ROI!
Any personal email account receive on an average 11 emails per day and in work accounts the number reaches to an average of 80 emails per day. We found it even more interesting, as we dived deep into this data. There are studies online that show around 85% of emails fall in notification or marketing/promotional categories and only 1% out of it are not tracked. This clearly shows that 99% of such emails are tracked and measured by the senders. This clearly states that email marketing metrics are a big deal for marketers.
You must be wondering why there’s so much fuss about these email marketing KPIs? And why measuring email marketing analytics is beneficial and what metrics you should measure? Don’t worry we’ve got you covered for both of them! Stick till the end of this blog to find out why it is important to care, how it can benefit your agency/business and which are the right email marketing tools that can help you.
How Email Marketing Metrics Can Benefit My Agency?
1. Check if they received your email
Just after hitting the send button, we often wonder if there is a way to ensure that the recipients have received the email without having to call and ask them. Do you also wonder about what if it goes to their spam or if they opened their email? That is where email marketing analytics can help you to see how many people opened your emails or whether it ended up in their spam, etc.
2. Is that a hot or cold lead?
Cold leads are at the very beginning of your sales funnel. With measuring and monitoring the email marketing kpis such as open rate and various other parameters, you can easily move to important tasks like focusing on warm and hot leads which will have higher chances of converting into a client.
3. Is my content interesting enough?
Email tracking in today’s time gives you a wide range of parameters to figure out how the recipients engage with your emails. Closely monitoring the engagement part and whether they forward your email will allow you to identify which content is working well and making them click, engage and leading to conversions.
4. How did they know about your agency?
With new-age URLS sharing and cutting edge technology, it has become possible to identify how users ended up to your website, blog or even a landing page. Attaching UTM links or any other smart links with your email actions will allow you to figure out the ROI of email marketing campaigns and if it needs any improvement.
So now you’ve taken the baby steps to understand why measuring these email metrics can make life easier for you along with its plenty of benefits. Let’s understand how to go about it. What are the top metrics that will help you form strategies that give better results?
Top 7 Email Metrics KPIs You Should Track
1. Open Rate
Open rate is typically the percentage of emails that were opened. In simple words, if your open rate is 24% then 24 recipients out 100 are opening your emails. As much as it is an important metric it can mislead you at times. High open rate can give you joy and make you forget about other crucial parameters you should also consider.
The open rate becomes more useful when it used in a comparative manner. You can strategise better with A/B testing or periodic comparison to gather insights on what are the aspects that need work.
2. Click-Through Rate
Click-through rate is the percentage of email recipients who interacted with link(s) you attached in the email. Commonly referred to as the very handy metric for an email marketer. Because it directly gives out the number of recipients who engaged with your email content and lead to click on something, indirectly telling you which content or parts are interesting enough to the probable customers.
It is widely used in monitoring A/B tests, as it will allow you to identify, which bulk gave you more click-through rate.
3. Conversion Rate
As we discussed, click-through rate gives out % of recipients who clicked on the link(s) in the email but with conversion rate, you get the percentage of recipients who clicked on the link but also completed the actions you wanted them to take.
These actions usually include filling out email address or form, purchasing a product, availing the offer, etc.
4. Return On Investment(ROI)
In simple terms ROI is total revenue considering the total money or resource you spent on a particular campaign. Which stands true for email tracking as well. You can calculate the overall ROI of your email marketing campaign by total sales made through that campaign minus the money invested for it.
This not only help you to figure out sales from each campaign but it will allow you to make an informed decision like which campaigns and which email lists are performing better and eventually getting you great ROI.
5. Sharing Rate
Sharing Rate as the names suggest is the percentage of your email recipients who shared or forwarded your email to someone. It may seem to you initially that this percentage if very low but take a moment and understand the emails that were sent out was in the intention of purchase, sign up or lead generation.
Even the smallest percentage of sharing rate means that your emails are driving the recipients to share the email, which will eventually result in probable new leads that you can go after.
6. Bounce Rate
You must have received this emails stating “your email could not be delivered” in your inbox. With bounce rate, you don’t have to manually calculate the number of emails getting bounced due to invalid, closed or non-existing emails and even which have some other problems.
The bounce is the percentage of emails that were bounced, not delivered successfully to their inbox.
7. Unsubscribe Rate
After getting numerous emails or after a point where the emails become irrelevant to the recipients, the unsubscribe to stop receiving emails. This is a small action but it gives you an insight into what kind of customers are usually opting out. This can be achieved by sending emails by dividing emails lists into several pieces and monitoring them.
An Assumption can be made that, whichever list has a higher unsubscribe rate will have more cold leads ( less interested recipients). Although it takes a time to figure this out.
Hunters is a very simple tool to track emails you sent out. It is used globally by more than 2 Million professionals and companies including Google, IBM, Manpower, Microsoft and Adobe.
Along with many marketing and sales automation tool, Hubspot offers the sales software that includes email tracking as well. It can be connected with the apps your teams already use including Gmail, Outlook, Gsuit, Office 365, etc.
The truly free and unlimited email tracker which lets you tracking emails sent out through Gmail. As shown in their messaging, it will not ask you to do many things and never come in your way. Once you will install the chrome extension, you can say goodbye to going through emails and worrying about the results.
Vocus offers full-stack email outreach along with the tracking feature. It’s easy to connect with the CRM your team is already using. Their basic plan starts from as cheap as $5 per month.
This simple one-click email tracker can be a good choice for the professionals who use mobile to send emails on the go. The app is available on Google Play Store and Apple App Store. If you have very minor email tracking requirement like 10 over a month, it’s absolutely free. For teams and agencies with a much higher number of emails sent out every day, they are offering a $19 per month plan with unlimited usage.
Mailchimp offers a wide range of email marketing solutions. It is not limited to tracking emails. It can allow to create, automate campaigns and generate reports to gather insights effectively. From email templates and scheduling to advanced segmentation, testing and behavioural targeting, mail-chimp is a great tool for agencies.
This tool is a fit for the teams finding a great solution who wants to stop wasting time in daily reporting and focus on the more important tasks. Email Analytics with its only $15 pro plan lets you easily track your team’s productivity through a daily report sent right to your inbox. Email analytics includes data of emails sent, email traffic by the day, opens, average response time etc.
For those agencies which consider the design at the core of their work, Campaign monitor is definitely a great choice. They offer beautiful pre-made templates and custom option so your email marketing is impactful. Apart from this stellar part, it offers a range of features including personalization, customer journeys, segmentation, etc.
Now that you’ve got the fully packed piece of knowledge and handy tools to do wonders. Don’t wait for the right time. Adapt better practices to automate things and focus tasks that bring great results and ROI!
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About Author
Yash Shah
Co-founder & Chief Executive
Yash owned and ran a Tech Agency that grew to 55 people team offering SaaS, FinTech and E-Commerce Web & Mobile app Development before founding Clientjoy. He currently serves as Chief Executive at Clientjoy - a platform that helps 16K+ Agencies & Freelancers in 90+ Countries grow their business and manage their clients.
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What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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~ Robert D. Hales
Tip for you
bringing in complementary skills by engaging freelancers as agency members. This is the most common path for existing freelancers to take.
Insightful Fact
Open rates of cold emails increases when it’s highly personalised to leads.
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