How do you know that your subscribers are enjoying your emails? It used to be about tracking your open rates and feeling confident that people were eager to read the next newsletter you sent out. However, with privacy protection changes and how people interact with their inboxes these days, open rates aren’t the most reliable metric any longer.
So, what metrics do matter? Let’s take a look.
- Why Metrics Are Important
Being aware of your email marketing metrics helps you understand how engaged your readers are. More engagement gives you a greater opportunity to sell your products or services. Traditionally, the open rate metric was the most important, but it’s not that way any longer. Tracking your metrics will help you see what your audience is most interested in, giving you new ideas and opportunities for the content that you create. For more insights, check out Qualified Internet Marketing Options and Web Developer Biz. - Open Rates Should Not Be the Focus
Over the last couple of years, Apple and other companies have provided enhanced privacy features with their email clients. This led to open rate data becoming skewed as emails would be marked as opened in your marketing platform but sit unopened in your reader’s inbox. Open rate data is still useful but not as important as the other email metrics. For additional information, visit Discover Great Web Designs and The Best Top Web Developers. - Number of Purchases
The number one metric you can track is the number of purchases you generate from each email that you send. This is a feature included with a number of email marketing platforms. By understanding which of your emails generate the most purchases, you can clearly see what type of message resonates best with your readers. Both purchases and leads will help show you the return on investment from your email marketing. To learn more about this metric, visit Web Design and Digital Service and Awesome Website Design. - Leads Generated
Alongside purchases, you should also track leads. For example, you may choose to direct your email readers to a sign-up form or a quote request form on your website. Focusing on lead generation alongside sales ensures that you’ll have a constant supply of potential customers you can talk to through email marketing. More details can be found at Most Ideal Digital Marketing Agency Guide and Exceptional Web Design Services. - Link Clicks
When a reader clicks on a link in an email you’ve sent, you’ve got a perfect way to track engagement. The reader was interested enough to click through and learn more about something you shared. Links can be to pages on your website or to external resources. Most email platforms will track link clicks automatically. For tips on increasing link clicks, see Web Developer Biz. - Email Replies
If your brand has a personal approach with your audience, it’s a great idea to ask your readers a question occasionally. For example, you might do this after sharing a helpful tip in an email. When your email resonates with your reader and captures their interest, they’re far more likely to take a moment to send you a reply. Engaging with your audience in this manner can provide valuable feedback and foster a stronger connection.
By focusing on these metrics, you can gain a deeper understanding of your audience’s preferences and improve your email marketing strategy to drive better engagement and results.