Email marketing performance: the indicators to follow
Posted: Wed Dec 04, 2024 5:36 am
Sending emails is an increasingly common strategy in digital marketing. Its return on investment (ROI) is estimated at 28.5% . 35% of marketers send 3 to 5 emails to their customers every week. Email marketing allows you to attract new prospects while building customer loyalty. After implementing an email marketing campaign , you need to analyze its performance. The goal? To exploit the results obtained to improve the next ones. In this guide, we give you an overview of the emailing KPIs to monitor.
Deliverability Index
In France, the average delivery rate for marketing emails is around 95% . It is the starting point for other email KPIs . The delivery rate gives you an accurate idea of the percentage of recipients who have successfully received the email. To calculate it, use the following formula:
Deliverability rate = (number of emails delivered/total number of shipments)*100.
Wondering how to increase your delivery rate ? Discover all our tips to improve the performance of your email campaigns :
Reduce the number of non-existent or inactive email addresses.
Stop instant subscriptions.
Avoid your emails being considered spam;
Make the unsubscribe process easier;
Personalize the content of your emails as much as possible.
The opening rate
The open rate lets you know whether your sent emails overseas chinese in usa data are opened or not. The higher it is, the better your email performance . This rate can vary depending on the day and time of sending. Find out how it is calculated:
Open rate = (number of opens / number of emails sent) * 100.
Want to know how to increase your opening rate ? Work on the subject and pre-header of your emails. These are the first elements your recipients see in their inbox. They can prompt them to open your emails or, on the contrary, archive them. To arouse their curiosity, they must be as striking as possible. Another tip, avoid no-reply sending addresses.
Finally, customize your sending times based on your targets’ habits. In general, the best time to send a marketing email is Saturday . This day has an average open rate of 45.2%. Friday comes in second at 40.7%, followed by Tuesday at 38.7%.
Good to know: The 5 sectors with the highest opening rates
Hardware, with an open rate of 46.8%.
Health and well-being, with 44.7%.
Tourism, with 44.5%.
Wines and spirits, with 44.3%.
Culture, with 43.7%.
Click-through rate (CTR)
The click-through rate corresponds to the proportion of recipients who have opened your email and then clicked on one of the links. It reflects the engagement of your recipients with your email campaign . It is calculated as follows:
Click-through rate = (number of clicks on a link / number of emails sent) * 100.
Do you want to know the secrets to optimizing your CTR ? Here is a selection of the best:
Choose a simple object;
Write click-worthy content;
Highlight the call to action or CTA;
Add an image.
Good to know: What are the 5 sectors with the highest click-through rates?
Hardware, with a click rate of 5.4%.
Games, with 4.8%.
Culture, with 4.6%.
Fashion, with 4.2%.
Decoration, with 3.7%.
Bounce rate
It is the percentage of undelivered emails. There are 2 types of bounces:
Soft bounce . Refers to an address error. It may be due to a full inbox or a server failure. It prevents the email from reaching the recipient.
Hard bounce . This is a permanent error. It refers to email addresses that do not exist or are disabled. After sending the message, you receive an error notification.
Deliverability Index
In France, the average delivery rate for marketing emails is around 95% . It is the starting point for other email KPIs . The delivery rate gives you an accurate idea of the percentage of recipients who have successfully received the email. To calculate it, use the following formula:
Deliverability rate = (number of emails delivered/total number of shipments)*100.
Wondering how to increase your delivery rate ? Discover all our tips to improve the performance of your email campaigns :
Reduce the number of non-existent or inactive email addresses.
Stop instant subscriptions.
Avoid your emails being considered spam;
Make the unsubscribe process easier;
Personalize the content of your emails as much as possible.
The opening rate
The open rate lets you know whether your sent emails overseas chinese in usa data are opened or not. The higher it is, the better your email performance . This rate can vary depending on the day and time of sending. Find out how it is calculated:
Open rate = (number of opens / number of emails sent) * 100.
Want to know how to increase your opening rate ? Work on the subject and pre-header of your emails. These are the first elements your recipients see in their inbox. They can prompt them to open your emails or, on the contrary, archive them. To arouse their curiosity, they must be as striking as possible. Another tip, avoid no-reply sending addresses.
Finally, customize your sending times based on your targets’ habits. In general, the best time to send a marketing email is Saturday . This day has an average open rate of 45.2%. Friday comes in second at 40.7%, followed by Tuesday at 38.7%.
Good to know: The 5 sectors with the highest opening rates
Hardware, with an open rate of 46.8%.
Health and well-being, with 44.7%.
Tourism, with 44.5%.
Wines and spirits, with 44.3%.
Culture, with 43.7%.
Click-through rate (CTR)
The click-through rate corresponds to the proportion of recipients who have opened your email and then clicked on one of the links. It reflects the engagement of your recipients with your email campaign . It is calculated as follows:
Click-through rate = (number of clicks on a link / number of emails sent) * 100.
Do you want to know the secrets to optimizing your CTR ? Here is a selection of the best:
Choose a simple object;
Write click-worthy content;
Highlight the call to action or CTA;
Add an image.
Good to know: What are the 5 sectors with the highest click-through rates?
Hardware, with a click rate of 5.4%.
Games, with 4.8%.
Culture, with 4.6%.
Fashion, with 4.2%.
Decoration, with 3.7%.
Bounce rate
It is the percentage of undelivered emails. There are 2 types of bounces:
Soft bounce . Refers to an address error. It may be due to a full inbox or a server failure. It prevents the email from reaching the recipient.
Hard bounce . This is a permanent error. It refers to email addresses that do not exist or are disabled. After sending the message, you receive an error notification.