Email marketing has changed a lot during the last years and has evolved in an independent marketing vertical instead of a ‘once per month’ obligation for the marketing managers. Performance is closely monitored through some important metrics and rates which we have collected and explained for you in this short guide.
Open rate indicates the number of people that have opened your email as a percentage. An open rate can give important information only when combined with other rates. Open rate is not always an easy thing to track and is directly related to the underlying email client implementation. Commonly, ESPs will inject a transparent one-pixel image to track opens. On the other hand, some email clients will block images hence leading in less opens. Also, several Apple products automatically open emails, leading to the false impression that the users have actually seen them while they haven’t.
Click through rate
CTR is the absolute performance indicator. It shows how many people have actually engaged with the links on your email newsletter. When A/B testing and comparing the content of two different email newsletters, the metrics to look at are the number of clicks as well as the open rate. Click through rate cannot be characterized as good or bad by itself. It should really be compared against our industry’s average: a hotel sending once a month will have different click through rate than a news site sending twice a day.
Encouraging people to click your email’s links is not only a matter of good content. With more than 40% of people opening their emails through mobile devices, responsiveness is an important factor if you want to keep your CTR in respectable levels.
Also, A/B testing on different buttons, colors and call to actions is definitely part of the optimization plan every marketer needs to apply.
Bounce rate is showing the percentage of emails that could not be delivered. It is divided in soft and hard bounces. Soft bounce is a temporary bounce and is usually when subscribers appear to have full inboxes. Once the subscriber deletes some messages, he will normally receive the email.
Hard bounces are the ones that occur when an email address does not exist anymore or is invalid. Keeping such emails to your email lists, affects negatively your sender reputation and reduces your overall deliverability.
Deliverability rate is the opposite of bounce rate. It’s the inbox placement rate, the rate that shows how many emails were actually delivered to the end recipients. Deliverability rate is a number that is calculated if you divide the number of emails delivered with the number of emails sent.
Due to our constant partner review, Moosend is proud to provide you a deliverability rate of 98% which is actually one of the highest you will find in the market.
Revenue per click
According to your reporting needs, revenues could also be divided with overall emails sent or even open, in order to create a revenue per email rate or a revenue per email opened rate. But the most important out of the three, is revenue per click.
As click through rate is a rate directly connected with performance, revenue per click will give you a very good picture of how you actually convert this performance into revenues.