Email reporting metrics serve as the foundation upon which a business can build and optimize its email marketing efforts. Key metrics provide valuable insights related to the impact of various elements within a campaign, enabling businesses to refine their approach. Ultimately, email reports can help companies achieve higher ROI by delivering more targeted and engaging content to their subscribers.
In email marketing, the open rate is a metric measuring the percentage of email recipients who opened a special email. A marketing email is considered "opened" when the recipient loads the images and/or clicks on a link. Open rate is a significant metric because it indicates how engaging and compelling the email subject line and the overall targeted content are.
Formula: Open rate - (Total email opened ÷ Total recipients - Emails bounced) x 100
Total email opened refers to the number of unique recipients who opened the email. Total recipients represent the number of emails delivered to recipients.
Email bounces occur when emails are not successfully delivered due to invalid email addresses or full inboxes. Subtracting bounces from the total number of emails sent is crucial for getting an accurate open rate.
After calculating your open rates, benchmark your results to understand how your email campaigns compare to competitors and industry standards. Open rates typically vary based on industry, audience, and email list quality so be sure to keep this in mind when benchmarking. Across all industries, the average open rate sits at 21.33%.
Click-through rate (CTR)
Click-through rate (CTR measures the percentage of people who clicked on a link or call-to-action (CTA) within the email. CTR reflects the effectiveness of an email campaign in encouraging people to take action. A high CTA means your email content, design, and messaging contain relevant information and resonate with your audience.
Formula: CTR = (Number of clicks ÷ Number of emails delivered) x 100
The number of clicks represents the total amount of clicks on the links or CTAs within the email. Number of emails delivered refers to the total amount of emails successfully delivered (again, excluding bounces).
There are several measures you can implement to improve your CTR. First, focus on crafting compelling content that aligns with your audience's interests and needs. Use visually appealing designs and clear CTAs to spark interest and action. Try segmenting your email list based on demographics and preferences and create personalized content to feel more tailored and engaging.
Overall, your email campaigns need to strike a balance between including essential information and grabbing your recipient's attention.
Conversion rate is a key metric within an email marketing report. It measures the percentage of email recipients who take the desired action after interacting with the campaign. Conversion rate indicates how successful your marketing efforts were in persuading email subscribers to actively engage or convert.
Formula: Conversion rate = (Total conversions ÷ Total recipients) x 100
The total number of conversions is the amount of recipients who completed the desired action (e.g. clicked on the link to your website). Total recipients represent the number of emails successfully delivered.
One way to improve your conversion rates is to implement A/B testing in your email marketing strategy. Through this testing method, you can systematically compare two or more variations of an email to determine which performs better with your audience in terms of conversion.