Measuring the success of email
– [Instructor] Each email tool has its own unique reporting interface. But the types of metrics that you’ll be measuring are the same. So, I’ve opened up a report, here in MailChimp, so that I can briefly discuss the most important metrics in email marketing, and those are going to be your delivery rate, your open rate, and your click through rate. So now, this report is specific to one email that I’ve distributed. And the first thing that I wanna look at is how many people were part of this list. In this case, it’s 20,668 recipients. So as I scroll down, we’ll notice that we have zero orders originating from this email, and that’s because I don’t have conversion tracking enabled.
If I did, I would see the value of this email campaign appear here. Now, just below this, we see our open rate, and that’s 25.1%. And this metric is just what it sounds like. It’s the number of people who opened this email campaign. Now it’s not 25% of all of the recipients. It’s actually 25% of the people that the email was delivered to. You see, emails can bounce, or be undeliverable for a number of reasons. On the right hand side, we see the click rate, and this is the percentage of people who clicked on a link within the emailfrom that overall recipient list.
Now MailChimp compares this data back to our list average and our industry averagewhich helps us understand how this campaign is performing. And that list average is all of the campaigns that I’ve sent against this same 26,668 people. And we can see that holds true for the click through rate data as well. Below that we can see the actual numbers of opens. So, just shy of 6700 opens and 1300 clicks, how many bounced and how many people unsubscribed as a result of receiving this campaign.
Now one thing that I often like to do is look at the click through rate of those who opened,which tends to give me a better indication of how well the email performed. It’s really not fair to look at the click through rate of people who didn’t open the email. The open rate tells me that the subject line worked. The click through rate tells me that the content worked. So in this case, I would look at 1353 divided by 6696.
That’s the number of clicks over how many people opened it, which is actually about 20%.So that click through rate is really effective. It means that this campaign is working wellagainst the benchmarks that I’ve set. Now, as you continue to build out your email marketing, I always recommend that you continue using your own tracking for the links within your content. You see, MailChimp and other tools are going to say that I got clicks, but it could be on links anywhere in the body of that message.
It could be a click to my Facebook page, a click to my email messaging settings, or a click to the actual conversion event I was hoping would take place. That’s why you always wanna bring in that additional tracking data, so you can really look at the true performance of this campaign. So in Google Analytics, I would have my UTM campaign against this exact email so I could see exactly what happened after I sent this email message out. Take the time to familiarize yourself with the reporting interface of your email marketing software.
That way, you can evaluate the performance of each campaign and test new ideas to see if you can improve your email results.