E-mailings have long since replaced the classic print mailings. No wonder – after all, sending e-mails is convenient and costs less. Another advantage is often underestimated: The key figures that provide information on the success of the mailing. More in this post.
The following key figures have become established in e-mail marketing:
Many subscribers are a sign of the success of email marketing. Unfortunately, this is only partially true, because experience has shown that when the number of subscribers is large, the other key figures tend to be worse. Unfortunately, in every e-mail distribution list there are also card corpses.
Subscriber loyalty through e-mailing
Check how long you bind subscribers to your newsletter
can. Get this over months or maybe even years,
You can assume that your e-mails are interesting and read
become. However, there are also "readers" here who were just too lazy
to log out.
Opening rate of mailings
An important measure, because it shows the actual range
Your advertising. If you send an e-mail to 10,000 people,
but only opening 5,000, your email has reached even 5,000 people.
The subject line and the start of the mail can be the opening rate
CTR shows how many readers clicked on a particular link in your email. You can test which offers work well and animate them to click – and thus to further information.
The unsubscribe rate tells you how many recipients no longer want to receive your newsletter. If the rate rises, you should see this as a warning signal and take countermeasures. For example, an increasing logout rate may indicate that customers are getting too much mail from you.
If the e-mail can not be delivered or you receive an automatic response from the recipient after sending, this is called Bounce. In this case, either the recipient no longer exists or the mailbox is full. If recipients repeatedly land on the bounce list, you can delete the address from the mailing list.
This is probably the most important measure, because what use high click rates and low unsubscribe rates, if you sell nothing. You should therefore measure the number of actual sales – this is the only way you can find out which actions promise success and which do not.
Picture credits: oatawa / stock.adobe.com
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