How to Measure Your Email Marketing Success Metrics

[mouakter13]

It's not enough to know the most important KPIs for email marketing. To gain concrete, actionable insights, you also need to actively monitor and measure them. Here's how you can measure the success of your email campaigns:

Use an integrated CRM system
Conventional email marketing software allows you to manage who has subscribed to your messages, send email campaigns, and monitor key performance indicators, but it rarely helps you measure the true impact of your marketing efforts on your business's success.

However, with an integrated CRM and marketing automation system like Act!, this is certainly possible.

An all-in-one CRM and marketing automation platform tracks every interaction your customers have with your business, so you can see how effective your email campaigns really are. Additionally, tools like email automation and landing pages help you implement holistic marketing campaigns, ensuring you never miss a prospect.

For example, let's say someone who's subscribed to your emails visits your landing page as part of a campaign, but doesn't take any further action at that point. If that person later changes their mind and makes a purchase directly on your website, traditional email marketing tools won't count that as a conversion.

On the other hand, a CRM that tracks every user interaction can attribute the conversion to the person in your mailing list, giving you insight into the true effectiveness of your campaigns.

Choose success metrics carefully
image of a finger pointing to the word KPI

Marketers should focus on the key performance indicators (KPIs) for their campaign objective.

For example, if your campaign is designed to convince existing customers to upgrade their subscription, the most relevant email KPIs are open rate, click rate, conversion rate and ROI. However, if your goal is to collect italy mobile number feedback, the only relevant email metric is response rate.

Conduct A/B testing to improve performance
Measuring campaign performance without considering context can lead to inaccurate results, so A/B testing is essential to the success of your email marketing strategy.

For example, if a campaign has a low open rate, it's likely that your emails aren't engaging the people in your mailing list. The only way to find out the real reason is to test multiple subject lines. Is the open rate always this low? By testing different variations, you can identify the subject lines that produce better results.

Segment your email list for better insights
Create tailored email campaigns for each subscriber segment to capture more accurate performance metrics.

If you have multiple products on your website and your entire customer base is on the same mailing list, this can skew your campaign results. You can gain much more precise insights by segmenting your list by product and sending messages to each person based on their interests and past purchases.

Most email marketing tools give you the option to segment your mailing list using tags during the opt-in phase, but segmentation is also possible later.