Whatever one may say, emailing remains the most used and the most effective lever according to B2B marketers. However, to get the most out of it, it’s important to analyze each of your shipments. Here are the main indicators to follow to measure the performance of your emailing campaigns.
1. The Deliverability Rate
The deliverability rate is a key indicator for measuring the performance of your emailing campaigns.
The deliverability rate represents the volume of emails delivered compared to the volume of emails sent.
The deliverability of an emailing depends on several criteria such as the quality of your contact database or your reputation as a sender .
2. The Opening Rate
As its name indicates, the opening rate of an emailing represents the volume of open emails compared to the number of emails delivered .
To improve the open rate of your emailing campaigns , it is important to optimize the fields “Sender”, “Subject” and the Pre-Header of your emails.
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3. The Click Rate
The click rate is the number of emails clicked compared to the number of emails delivered .
To improve the click rate of your emailing campaigns, it is essential to optimize the readability of your email and to include a call button visible action and incentive.
4. The Reactivity Rate
Not to be confused with the click rate ⚠️
The responsiveness rate is an indicator that represents the volume of emails clicked compared to the volume of open emails.
In my opinion, the responsiveness rate is the best indicator to measure the relevance of your message during an emailing campaign .
The click rate is a little skewed: it is not because an email is not open that the content is not quality. The responsiveness rate makes it possible to verify this since it is based on the number of open emails.
5. The Conversion Rate
The conversion rate corresponds to the number of desired actions performed compared to the number of emails delivered.
The conversion rate is an indicator that allows you to directly measure the effectiveness of an emailing .
You have set a specific goal for your emailing campaign – a purchase, a request for contact, a quote, a download etc … – the conversion rate to measure its achievement.
6. The Unsubscribe Rate
The churn rate is an essential indicator for measuring the performance of your emailings.
As its name indicates, the churn rate represents the churn volume compared to the volume of emails delivered .
This indicator allows you to validate several things:
- The quality of your emailing.
- The quality of your base.
- The frequency of your shipments.
If your churn rate is High, it’s either because your emailing is not good, or because you’re sending too much, or both.
A good churn rate must be less than 1%.
7. ROI – Return on Investment
ROI is the key indicator to measure the profitability of your emailing campaigns.
To measure the ROI of an emailing , it is enough to compare the volume of turnover generated with the sums of the costs.
We must take here of course the cost of your emailing tool but also the cost of time spent creating emailing.