The life of an email doesn’t stop when you hit “send”—though it may be out of your digital hands, a lot of things are going to happen with that email, and they’ll be recorded in your metrics like open rate, bounce rate, etc. Those metrics can directly inform how your email is performing and what tweaks you should make to those emails. Check out these articles about email metrics that might just help save your email marketing bacon.
You can’t improve your click-thru rate (CTR) enough, and Kissmetrics has some small fixes that can help you on your way to CTR glory. Just remember that what works for one business in email marketing is not guaranteed to work the same way or at all of another business. So take all these with a grain of salt, do your own testing, and get your way to the best CTR that emails have ever seen.
Do you find email ROI to be such a complicated metric that you find yourself thinking of Avril Lavigne songs?
I sure hope not—I don’t wish that earworm on anyone. But the reason email ROI is so complicated is that a lot of businesses can’t calculate it, and there’s also sort of a stigma that high ROI is “cheap” and “low-effort.” Check out Litmus’ soul-searching post about ROI and whether it’s really all that and a bag of chips.
I know it’s tough to admit, but sometimes people just don’t want to get your emails anymore.
It’s not personal! But you definitely should make the process smooth and leave a positive last (for now) impression. Check out these tips to make unsubscribing easy for recipients, and for honest ways to retain subscribers even after they’ve unsubscribed.
This is less a thing you should read and more a tool you should use. Litmus (yes, them again) has this tool that will let you send them an email and you can see which Gmail tab your email will go to. Pretty nifty, eh? Especially helpful if you’re trying to get out of the Promotions tab and into the Primary tab.
While blacklists are not technically a “metric,” your metrics will matter when it comes to blacklists, since blacklisting is usually due to a poor-quality list and complaints from recipients. This post covers all the kinds of blacklists and what they mean.
Need some more help with email metrics? Download the free Infusionsoft email campaign performance tool.