Email marketing analytics is a tool provided by your email marketing service providers; it uses numbers and statistics to track the progress of your marketingstrategy. You definitely do not want to just market and hope for returns without monitoring it. To know whether your strategy is working, you need to check the numbers, and usually, the numbers don’t lie. Your email marketing analytics will enable you to discover your open rates, click rates, delivery rate, unsubscribe rates, among others. This will help you filter your list for proper cleaning.
Metric
Description
When to Use
How to Measure
Advantages of Using It
Drawbacks of Using It
Open Rates
Measures how many recipients opened your email. Subject line quality and send timing influence open rates.
Use when assessing email campaign engagement.
Track the number of email opens.
1. Gauge the effectiveness of subject lines. 2. Assess content relevance. 3. Evaluate send time.
1. Doesn’t guarantee full content consumption. 2. May not reflect true engagement if images are disabled.
Click Rates
Tracks the number of people who click on your email’s call-to-action (CTA). Content quality plays a major role in click rates.
Useful for assessing CTA effectiveness.
Count the clicks on embedded links.
1. Measure audience interest in specific content. 2. Evaluate CTA performance. 3. Identify potential leads.
1. High click rates don’t guarantee conversions. 2. Limited insight into non-click engagement.
Unsubscribe Rate
Measures the percentage of subscribers who opt out. High rates may indicate issues with content or email frequency.
Use when monitoring subscriber attrition.
Calculate unsubscribes as a percentage of list.
1. Understand subscriber preferences and feedback. 2. Adjust content and frequency accordingly.
1. High unsubscribe rates can impact list size. 2. May lead to lost potential customers.
Delivery Rate
Indicates the percentage of emails successfully delivered without bouncing. Bounces affect delivery rates.
Necessary to ensure email reachability.
Divide delivered emails by total sent.
1. Maintain sender reputation. 2. Maximize campaign reach. 3. Ensure list quality and hygiene.
1. Bounced emails can harm sender reputation. 2. Hard bounces may indicate outdated or invalid email addresses.
Complaint Rate
Measures the percentage of emails marked as spam. High complaint rates can harm deliverability.
Important for maintaining email reputation.
Calculate complaints as a percentage of sent.
1. Identify problematic email practices and content. 2. Avoid being labeled as spam by mailbox providers.
1. High complaint rates can lead to email blocking. 2. May require additional efforts to maintain a positive reputation.
Conversion Rate
Tracks the percentage of recipients who complete a desired action, such as making a purchase, after clicking on an email link.
Useful for measuring campaign success and ROI.
Divide conversions by total clicks.
1. Directly assess campaign impact on goals. 2. Evaluate revenue generation and customer acquisition.
1. Low conversion rates may indicate ineffective CTAs or landing pages. 2. May not account for offline conversions.
List Growth Rate
Measures the rate at which your email subscriber list is growing. A healthy list growth rate indicates effective audience acquisition strategies.
Helpful when assessing audience expansion efforts.
Calculate the net new subscribers gained.
1. Determine the effectiveness of list-building tactics. 2. Evaluate marketing campaign reach and appeal.
1. Low growth rates may signal audience stagnation or attrition. 2. May require continuous audience acquisition efforts.
Email Forward Rate
Tracks the number of times your emails are shared or forwarded by recipients. High forward rates indicate valuable and shareable content.
Use when measuring the virality and shareability of your content.
Count the number of times emails are forwarded.
1. Indicates content quality and relevance. 2. Expands brand reach through word-of-mouth marketing.
1. May not always be a reliable metric, as not all email clients support forwarding tracking. 2. Limited control over forwards.
List Churn Rate
Measures the rate at which subscribers join and leave your list over time. High churn rates may signal content or targeting issues.
Useful for monitoring subscriber retention efforts.
Calculate the net change in subscribers.
1. Evaluate the effectiveness of retention strategies. 2. Identify areas for subscriber experience improvement.
1. High churn rates may require increased list-building efforts. 2. Can lead to inconsistent audience engagement.
Spam Complaints
Monitors the number of recipients who mark your emails as spam. High spam complaints can harm email deliverability and sender reputation.
Important for maintaining sender reputation.
Count the number of spam complaints received.
1. Identify email content or practices causing complaints. 2. Take corrective actions to reduce spam complaints.
1. High spam complaints can lead to email blocking. 2. May require ongoing efforts to prevent future complaints.
Email Sharing Rate
Tracks the number of times your email content is shared on social media or other platforms. High sharing rates indicate engaging and shareable content.
Use when assessing the social impact of your email campaigns.
Count the number of shares on various platforms.
1. Amplify brand exposure and reach new audiences. 2. Leverage user-generated content and social proof.
1. Sharing rates may vary based on content and audience. 2. May not always align with campaign goals or conversions.
Email List Segment
Measures the effectiveness of email list segmentation by tracking engagement and conversion rates within specific segments.
Useful for personalizing content and targeting.
Analyze engagement and conversion rates per segment.
1. Tailor content to specific audience preferences. 2. Improve relevance and targeting for better results.
1. Requires ongoing maintenance and data management for segments. 2. May lead to complex campaign management.
Email Response Time
Evaluates the average time it takes for recipients to engage with your emails after delivery. Faster response times may indicate higher engagement.
Helpful for assessing the immediacy of email engagement.
Calculate the average time from email delivery to action.
1. Gain insights into the timeliness of audience responses. 2. Optimize email content and send times based on response patterns.
1. Response time can vary based on audience habits and preferences. 2. Limited control over individual response times.
Email Shareability
Measures the ease with which recipients can share your email content on their preferred platforms, including social media and email forwarding.
Useful for encouraging viral sharing and word-of-mouth marketing.
1. Shareability may depend on email client capabilities. 2. May not guarantee actual sharing or amplification.
Email Readability
Assesses the readability and display quality of your email content across various devices and email clients. High readability ensures a positive user experience.
Valuable for optimizing email design and user experience.
Test emails across different devices and clients.
1. Enhance user experience and accessibility. 2. Reduce content rendering issues and user frustration.
1. Requires testing resources and cross-compatibility checks. 2. Challenges with consistent rendering across all devices.
Email List Health
Evaluates the overall quality and engagement level of your email subscriber list. A healthy list ensures higher open and click rates.
Use when assessing list quality and engagement.
Monitor list hygiene, engagement metrics, and deliverability.
1. Maintain high deliverability rates and sender reputation. 2. Improve targeting and personalization for engaged subscribers.
1. Requires regular list maintenance efforts. 2. May involve list pruning and management challenges.
Email Automation
Tracks the performance of automated email campaigns, including triggered emails and drip campaigns. High automation rates indicate efficient and timely communication.
Useful for assessing the impact of automated workflows.
Measure key metrics (open, click, conversion rates) for automated emails.
1. Streamline communication and nurturing of leads or customers. 2. Increase efficiency and scalability of email marketing.
1. Requires initial setup and ongoing optimization efforts. 2. May lack personalization compared to manual campaigns.
Email Revenue
Measures the revenue generated directly from email marketing efforts. Email revenue helps assess the financial impact of email campaigns.
Use when evaluating the ROI of email marketing.
Calculate revenue attributed to email campaigns.
1. Determine the financial success of email marketing. 2. Optimize campaigns for maximum revenue generation.
1. Attribution challenges can make it difficult to measure accurately. 2. May not capture long-term customer value.
Customer Retention
Monitors the rate at which email marketing contributes to customer retention and loyalty. High retention rates indicate effective email strategies.
Important for assessing customer lifetime value (CLTV).
Analyze customer retention and engagement rates.
1. Build long-term customer relationships and loyalty. 2. Increase CLTV and reduce customer churn.
1. May require holistic customer engagement strategies beyond email. 2. Longer-term metric with delayed results.
A/B Testing
Assesses the effectiveness of different email variations by comparing performance metrics. A/B testing helps optimize email content and design.
Useful for refining email content and design elements.
Measure key metrics for A/B-tested emails.
1. Optimize email performance and conversions through data-driven decisions. 2. Improve overall email strategy and ROI.
1. Requires time and resources for testing and analysis. 2. Limited insights into long-term impact.
Your open rates, as the name implies, give you a report of how many people opened your email and when they opened them. The main factor that determines your open rate is how catchy your subject line is. If it isn’t intriguing, people may not be compelled to take a look at the content, or you send your emails at a time that isn’t the best for your audience.
To improve your open rates, you should ensure that;
Your subject lines are catchy, drawing their attention and giving them an insight into the content of the email.
You do a proper market survey about your audience and other companies in your niche to determine a good send time and send cadence.
Your content should be valuable so that people who open once will definitely open your mails subsequently.
Click Rates
After opening your email and reading through the content, your subscribers are following your call-to-action. The amount of people who click on your CTA accounts for your click rates. The content of your email and how much value they can get from it is a huge determinant of whether they will take further action or just close it. This is why this guide never gets tired of reiterating the importance of valuable content.
To improve your click rates, you should ensure that;
Your content quality remains very high to engage your subscribers.
You properly segment your audience to adequately personalize useful content to each segment.
You should remove links that have very low clicks, as your audience probably doesn’t want it, and you should find a way to strategically repeat links that people like for more people to see it in the future.
Unsubscribe Rate
No matter how valuable your email content is, some people will unsubscribe. However this becomes alarming when the rate is too high, then you are doing something wrong. People unsubscribe because they do not get what they want or because they feel choked by your email frequency.
To reduce this rate, you need to;
Have an autoresponder that communicates with every subscriber that unsubscribes with a survey. This will give you a hint as to what you are doing wrong.
Ensure that you are sending valuable messages to each segment of your subscribers. If they don’t find the content they receive useful, they might as well unsubscribe.
Reduce the number of promotional emails you send, and relate with them with increased value.
Delivery Rate
Your delivery rate is the number of emails that successfully gets to the recipient’s inbox without bouncing. Bounces are the major causes of reduced delivery rate, and to improve your delivery rate, fix your soft bounces. It is also important that your email marketing service you use adhere to the regulations of your region. In the United States, it is mandated that all commercial emails must include unsubscribing buttons, clearly show the senders postal address, avoid deceptive subject lines, and many more. These regulations differ in different regions.
Complaint Rate
Complain rate is the percent of emails “marked as spam” out of the total emails sent. If your complaint rate increases, it will affect your deliverability to others who didn’t even complain, as email vendors will consider it spam. To reduce your spam rate, clean your list regularly, and remove subscribers who have marked you as spam.
Proper email analytics will also give you an insight into how much money your list makes you. If you have a list of 10,000 people and from your email marketing clicks you earn $50,000, you’d definitely know that not all 10,000 people have fetched you that money; you need to remove the spam complaints, unsubscribes, bounces to get an idea of how many people made you that money. Then you can carefully add more subscribers, and you’ll watch your revenue grow.
In conclusion, if you have ever been in the school of thought that Email marketing is dead, you are wrong, and it is time to backtrack on that. With proper strategy, it is one of the best digital marketing approaches available to business owners, big or small. So get started today, let your subscribers enjoy value from you, and take some of their money in return. Good luck!
Key Metrics to Track in Email Marketing Analytics:
Open Rates: Monitor how many recipients open your emails and when. Catchy subject lines and sending at optimal times can improve open rates.
Click Rates: Track the number of recipients who click on your call-to-action links. Valuable content, personalized messaging, and strategic link placement can boost click rates.
Unsubscribe Rate: Measure the rate at which subscribers unsubscribe from your emails. Focus on sending valuable content, segmenting your audience, and managing email frequency.
Delivery Rate: Monitor the percentage of successfully delivered emails without bounces. Address soft bounces and ensure compliance with email regulations.
Complaint Rate: Keep an eye on the percentage of emails marked as spam. Clean your list regularly and provide valuable content to reduce spam complaints.
Conversion Rate and Revenue: Measure the number of recipients who take the desired action, such as making a purchase, and calculate the revenue generated from your email campaigns.
Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.
Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.
Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.
According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset.
The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.
Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.
Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.
Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.
interaction with a brand until they become a paid customer and beyond.
Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898.
Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.
A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.
The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.
Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.
Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.
Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.
Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.
The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.
Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data.
Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.
Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.
We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.
Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.
Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.
Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.
Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.
Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.
Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.
360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
