⚡ MC - The 9 Most Important Email Marketing KPIs

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The 9 Most Important Email Marketing KPIs

Digital marketing trends change fast, but one thing has been incredibly consistent for years: the effectiveness of email marketing. But although email as a channel has been consistent, the email marketing metrics you should be tracking have changed rapidly over the last couple of years.

That’s in large part because of new privacy updates that hamper accurate metric tracking. For instance, it used to be best practice to track open rates. Now, with releases like Apple’s Mail Privacy Protection, open rates are all but meaningless. Email marketers who rely on them will need a new way to assess whether their emails are working.

Top email KPIs for 2022

KPI #1: Conversion rate
‍What it is: The percentage of recipients who convert based on your email.

A conversion doesn’t necessarily mean a sale. A conversion could mean any desired action, such as a content download or event registration.

Why it’s important: Your conversion rate is the most crucial KPI to track. It’s Indicator #1 of how strong your email marketing performance is. No matter what your conversion is, you want to track it and get more of it. ‍

How to calculate it: Subscribers who complete your conversion action / Emails delivered * 100

Ways to improve conversion rate:

• Have one goal per email.
• Segment your emails, so different buyer personas see what appeals most to them. Marketers generate 760% (!) more email revenue from segmented campaigns.
• Run A/B tests. Testing will help you fine-tune elements like subject lines, call-to-action (CTA) buttons, design, and messaging.
• Trigger emails to go out based on engagement with your site or app. Triggered emails drive 624% more conversions than broadcasts.

KPI #2: Revenue per subscriber
What it is: Revenue earned per subscriber on your list‍

Why it’s important: Think of revenue per subscriber as the email version of average revenue per user (ARPU). ARPU tells you how much you’re earning per user, and it’s one of the most important metrics for businesses to track.

Ways to improve revenue per subscriber:

• Segmentation. Emails that meet your subscribers exactly where they’re at produce more revenue than blanket “blasts.”
• List management. When you prune your list, you reduce the number of subscribers who are unlikely to ever become customers. We’ll explain how to keep your subscriber list “clean” under KPI #6, bounce rate.
• Personalization. Use personalization tags, and trigger emails to go out at appropriate times during a prospect’s journey. For an added personal touch, try including a person’s name in the “from” field, instead of just a brand name.

According to Demand Curve, these are the other most important email marketing KPIs: Revenue per email, Click-to-open rate, Bounce rate, List growth rate, Share and forward rate, Overall ROI. READ MORE.

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