Email Campaign Metrics: 5 that You Need to Pay Attention To
Email marketing is still a reputable way for nonprofit organizations to pull potential donors into their cause and mission. But it certainly goes beyond just putting together an email newsletter and sending it out to several potential supporters. Marketing is more data-driven than it has ever been, and it’s necessary to track the progress of your email marketing campaign. The good part about that is there are several email campaign metrics that you can look at for clarity and guidance on what you need to be tracking and what success looks like. So to have the most impactful email marketing campaign, you need to be able to track the right metrics and make adjustments when necessary.
Here are five of the main email campaign metrics that need to be tracked when it comes to your email marketing campaign. There are many more, but these five can give you a better glimpse into whether your campaign is working or not. You can only know what success looks like if you know what to look for when it comes to your campaign.
Click through Rate
This is the number of people who click on any links included in your email campaign. Google officially defines it as “A ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing.” The higher your clickthrough rate, the better you can ascertain that people find what you are putting out is actually interesting and worth their time. This is a big metric that you want to constantly work at improving.
The Bounce rate, as defined by Google, is “…the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.” For the purposes of our information, this is the percentage of users who open your email campaign, but then leave without any interaction beyond scrolling through the message. Having a high bounce rate is not always a bad thing, but it also does depend on your current situation as a company and what you are trying to accomplish. A high bounce rate is typically a normal thing for a single page blog or other website. Still, as a nonprofit with a website that likely has various pages, you’ll likely not want a high bounce rate.
This refers to how many people opened your email message. While this may seem like an easy, straight forward metric, you’re not completely out of the woods yet. For one thing, some email clients automatically open emails. But on the other hand, there are some clients who don’t load images within emails. Either way, there is the potential for an email to not be counted. Therefore, the numbers can potentially become skewed. Once again, whether your open rate is good or bad depends on what industry you’re in. While in one industry, a 30% open rate, a 50% open rated can be only average in another industry. Make sure you know where you stand when it comes to your average open rate for your industry.
Unsubscribe rate refers to the number of people out of 100 who unsubscribe from your email list. You may want to figure out why people are unsubscribing. This may be an indication that your emails are not resonating with the people they are supposed to. Typically, it’s a good idea to keep this rate at 0.2% or below. But be sure to look for any spikes in un-subscribers, as this will be a good lesson in what you need to do to improve your content.
Complaint or Abuse Rate
This refers to how many out of 100 subscribers actually labeled your email message as spam. Having a high or low complaint or abuse rate is a good or a bad thing depending on what industry you’re in. However, many sites say that it is a good idea to work on this rate not exceeding 0.02%. If you start getting into the 0.05% and above range, you might want to look at what your company is doing to cause this and remedy it as soon as possible.
Along with hard and soft bounces, delivery rate, and unique opens, these five email campaign metrics will give you a powerful glimpse into what is going right with your email marketing campaign, and what needs to change ASAP. But you may be asking: How can Giveffect help me with making sure I am meeting my goals with email marketing? For one thing, Giveffect’s system can be fully integrated with Mailchimp. Meaning that if you have a Mailchimp account, you can still use all of the analytical tools found within Mailchimp in conjunction with Giveffect’s integrated, connected software system. Secondly, you can more easily and credibly pull reports on your email marketing campaigns inside of the Giveffect back end by using the reporting & querying features.
Giveffect’s system can be integrated with Mailchimp, which means that it is potentially easier to for a nonprofit to track all of the above metrics. But more than that, Giveffect still gives you the Smart Automation feature. This means that your software system is not only integrated with Mailchimp, the system is also connected to ten other software systems under the Giveffect system. And anything that happens on the front end of the platform is updated automatically in the back end. No need for you to manually enter any information into a spreadsheet or other document.
We know how important your email marketing campaigns are to your organization. And we are here to offer help in making sure that you are tracking the right email marketing metrics at the right time. Let us continue to show you how we can help you.
Want to learn more about how else Giveffect and Smart Automation can help your nonprofit organization to strengthen its email marketing? Schedule a demo with us today by visiting us online at giveffect.com.