Email Marketing Metrics to Watch... and a Few to Ignore

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Go beyond Open and Click through rate to find the metrics that really show the success of your email marketing campaigns. From click-to-view ratio, to deliverability to Google Analytics reports, here are the metrics to watch.

Business

Jessica Best
Digital Marketing Evangelist
jbest@emfluence.com
Email Marketing Metrics to Watch
@emfluence or @bestofjess
From Open (Rates) to Close (Sales)

@bestofjess @emfluence
Email can send direct:
 At the time that it’s most relevant to the recipient
 With the products/content that are personalized
 Can track individual recipient engagement
 … and automate your follow up
Email gets delivered:
 Average email read rate: 25-30%
(compared to < 10% with social media)
Why Email Marketing Matters in 2014 and beyond

@bestofjess @emfluence
It’s 2014… Why Email?
Why Email Marketing Matters in 2014 and beyond

@bestofjess @emfluence
How do you know if you’re earning your
$28 Return on Investment?
Email Marketing Metrics to Watch

@bestofjess @emfluence
First, the basics: Open Rate (or View Rate)
Email Marketing Metrics to Watch

@bestofjess @emfluence
First, the basics: Click Through Rate (Unique, Total & Click-to-Open)
Email Marketing Metrics to Watch

@bestofjess @emfluence
First, the basics: Link Clicks
Email Marketing Metrics to Watch

@bestofjess @emfluence
2.0: Click-to-View Rate
Email Marketing Metrics to Watch

@bestofjess @emfluence
First, the basics: Bounces, Opt outs, Complaints
Email Marketing Metrics to Watch

@bestofjess @emfluence
Next, Segment Metrics: Which audience engaged most?
Email Marketing Metrics to Watch

@bestofjess @emfluence
Design for your audience: Where are they opening?
Email Marketing Metrics to Watch

@bestofjess @emfluence
And everyone’s talking about going Mobile
Email Marketing Metrics to Watch
Business-to-
Business
Desktop
79.4%
Mobile
20.6%
Business-to-
Consumer
Desktop
49%
Mobile
51%

@bestofjess @emfluence
But a caveat about iOS…
Email Marketing Metrics to Watch

@bestofjess @emfluence
Finding & re-engaging Inactives
Email Marketing Metrics to Watch
Inactive
40%

@bestofjess @emfluence
Deliverability is a constant battle
Email Marketing Metrics to Watch
Source: Return Path 2014

@bestofjess @emfluence
Deliverability is a constant battle
Email Marketing Metrics to Watch
Source: Return Path
Source: emfluence

@bestofjess @emfluence
Tying Clicks to Traffic (and Sales)
Email Marketing Metrics to Watch
http://analytics.blogspot.com/2009/03/
tips-for-tracking-email-marketing.html

@bestofjess @emfluence
Acquisition metrics: gaining the opt-in
Email Marketing Metrics to Watch

@bestofjess @emfluence
Acquisition metrics: the cost of opt-in
Customer Acquisition Cost
vs.
Lifetime Value of an Email Address &
Revenue per Email
Email Marketing Metrics to Watch

@bestofjess @emfluence
Email ROI metric: the value of the opt-in
Email Marketing Metrics to Watch

@bestofjess @emfluence
Metrics you can basically ignore: Instead use:
“Delivered” or “delivery rate” Inbox placement rate
Soft bounce rate Hard bounce rate
“Raw” click-through rate Click-to-open rate
Email Marketing Metrics to (Not) Watch

@bestofjess @emfluence
If you only get 5…
The Top 5 Email Marketing Metrics to Act On
 Rate of list growth
 Inactive %
 Opens and click-to-open rate
 Time spent on your website
 Revenue! (ROI)
Email Marketing Metrics to Watch

@bestofjess @emfluence
Other awesome resources on email marketing metrics:
http://blog.returnpath.com/blog/gabriel-gastaud/the-email-marketing-
metrics-for-decision-making
http://blog.hubspot.com/blog/tabid/6307/bid/34054/The-6-Marketing-
Metrics-Your-CEO-Actually-Cares-About-Cheat-Sheet.aspx
& if you want it ALL in GA (works in all/most email platforms):
http://www.lunametrics.com/blog/2013/06/17/email-tracking-google-
analytics
Email Marketing Metrics to Watch

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Email Marketing Metrics to Watch... and a Few to Ignore

1. Jessica Best Digital Marketing Evangelist jbest@emfluence.com Email Marketing Metrics to Watch @emfluence or @bestofjess From Open (Rates) to Close (Sales)

2. @bestofjess @emfluence Email can send direct:  At the time that it’s most relevant to the recipient  With the products/content that are personalized  Can track individual recipient engagement  … and automate your follow up Email gets delivered:  Average email read rate: 25-30% (compared to < 10% with social media) Why Email Marketing Matters in 2014 and beyond

3. @bestofjess @emfluence It’s 2014… Why Email? Why Email Marketing Matters in 2014 and beyond

4. @bestofjess @emfluence It’s 2014… Why Email? Why Email Marketing Matters in 2014 and beyond

5. @bestofjess @emfluence How do you know if you’re earning your $28 Return on Investment? Email Marketing Metrics to Watch

6. @bestofjess @emfluence First, the basics: Open Rate (or View Rate) Email Marketing Metrics to Watch

7. @bestofjess @emfluence First, the basics: Click Through Rate (Unique, Total & Click-to-Open) Email Marketing Metrics to Watch

8. @bestofjess @emfluence First, the basics: Link Clicks Email Marketing Metrics to Watch

9. @bestofjess @emfluence 2.0: Click-to-View Rate Email Marketing Metrics to Watch

10. @bestofjess @emfluence First, the basics: Bounces, Opt outs, Complaints Email Marketing Metrics to Watch

11. @bestofjess @emfluence Next, Segment Metrics: Which audience engaged most? Email Marketing Metrics to Watch

12. @bestofjess @emfluence Design for your audience: Where are they opening? Email Marketing Metrics to Watch

13. @bestofjess @emfluence And everyone’s talking about going Mobile Email Marketing Metrics to Watch Business-to- Business Desktop 79.4% Mobile 20.6% Business-to- Consumer Desktop 49% Mobile 51%

14. @bestofjess @emfluence But a caveat about iOS… Email Marketing Metrics to Watch

15. @bestofjess @emfluence Finding & re-engaging Inactives Email Marketing Metrics to Watch Inactive 40%

16. @bestofjess @emfluence Deliverability is a constant battle Email Marketing Metrics to Watch Source: Return Path 2014

17. @bestofjess @emfluence Deliverability is a constant battle Email Marketing Metrics to Watch Source: Return Path Source: emfluence

18. @bestofjess @emfluence Tying Clicks to Traffic (and Sales) Email Marketing Metrics to Watch http://analytics.blogspot.com/2009/03/ tips-for-tracking-email-marketing.html

19. @bestofjess @emfluence Acquisition metrics: gaining the opt-in Email Marketing Metrics to Watch

20. @bestofjess @emfluence Acquisition metrics: gaining the opt-in Email Marketing Metrics to Watch

21. @bestofjess @emfluence Acquisition metrics: the cost of opt-in Customer Acquisition Cost vs. Lifetime Value of an Email Address & Revenue per Email Email Marketing Metrics to Watch

22. @bestofjess @emfluence Email ROI metric: the value of the opt-in Email Marketing Metrics to Watch

23. @bestofjess @emfluence Metrics you can basically ignore: Instead use: “Delivered” or “delivery rate” Inbox placement rate Soft bounce rate Hard bounce rate “Raw” click-through rate Click-to-open rate Email Marketing Metrics to (Not) Watch

24. @bestofjess @emfluence If you only get 5… The Top 5 Email Marketing Metrics to Act On  Rate of list growth  Inactive %  Opens and click-to-open rate  Time spent on your website  Revenue! (ROI) Email Marketing Metrics to Watch

25. @bestofjess @emfluence Other awesome resources on email marketing metrics: http://blog.returnpath.com/blog/gabriel-gastaud/the-email-marketing- metrics-for-decision-making http://blog.hubspot.com/blog/tabid/6307/bid/34054/The-6-Marketing- Metrics-Your-CEO-Actually-Cares-About-Cheat-Sheet.aspx & if you want it ALL in GA (works in all/most email platforms): http://www.lunametrics.com/blog/2013/06/17/email-tracking-google- analytics Email Marketing Metrics to Watch

26. Jessica Best Digital Marketing Evangelist jbest@emfluence.com Email Marketing Metrics to Watch @emfluence or @bestofjess From Open (Rates) to Closed (Sales)

Email Marketing Metrics to Watch... and a Few to Ignore

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Email Marketing Metrics to Watch... and a Few to Ignore