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Introduction

Email marketing is one of the most measurable marketing tactics on the planet. You can track everything from who opened and clicked your campaigns to where the subscriber lives and which links they clicked on.

But, as marketers, we need and want more detailed insights, especially when it comes from a channel that’s as powerful as email marketing, delivering an incredible ROI of $44 for every $1 spent.

Sophisticated marketers are looking beyond traditional vanity metrics and are digging into engagement trends that look at the health of their email lists, performance of their campaigns, and segments allowing them to gain valuable insights that shape their evolving email marketing strategies. But data and analytics can be overwhelming, especially if you don’t know where to get the data and what to do with the results.

This guide will explore why analytics are critical to your email marketing strategy, show you the most insightful metrics to measure, and give you resources to take action on the results to drive your business forward.

Chapter 1

Why insights are critical to your business

As a marketer, tracking all your email analytics can often be a challenge. However, tracking the performance of your email marketing campaigns in aggregate is important for a number of reasons:

Like most marketers, you’ve probably got a lot of things to do and not enough time and resources to do them. Because of this, the key to your success is focusing on the strategies and tactics that drive results and not spending too much time on those that don’t. By measuring the performance of your email marketing, you can see how it compares to other channels (like social media, PPC, content syndication) and better prioritize your time and efforts to drive maximum results.

In the past, we may have looked at our email performance in a one-off, campaign-by-campaign basis, looking at how each campaign performed in a silo, but truly understanding our analytics and trends at an aggregate level is critical to inform our email marketing strategy. If you only look campaign by campaign and are not measuring engagement growth over time, you could be missing out on valuable insights.

The more effective approach is to take a step back and look at which engagement and acquisition strategies are working better and why to inform your decisions.

Chapter 2

Using analytics to drive strategy

To get the most from your email marketing, you need easy-to-understand yet powerful insights that are actionable. Most marketers don’t have time to spend their days bogged down in spreadsheets pouring over email analytics.

In the past, email reporting has been lackluster (mostly reporting vanity metrics like open and click-through rates and not much else), which caused many marketers to focus on basic email metrics like the number of subscribers, opens, and clicks.

But sophisticated marketers need to go beyond opens and clicks, as an authentic email marketing strategy is about long-term subscriber activity, engagement trends, email list health, and optimization. By focusing on these engagement trends vs. just traditional email marketing KPIs, you can maximize the return on investment for your email strategy and get more bang for your marketing bucks. You can be more efficient with your time, energy, and send and deliver the most relevant, targeted content to the most engaged subscribers.

Before diving into the specifics around measurement, we’ll explore some of the fundamental concepts of a solid and profitable email marketing strategy: engagement, growth, and health.

An engagement-first mentality

Consumers expect the emails they receive to be personal, relevant, and valuable. If you deliver on these expectations, you can foster loyal and engaged subscribers that take action on your campaigns. An active and engaged subscriber base usually equates to a healthy (and profitable) subscriber base.

The purpose of email marketing has always been to develop a long-term/loyal relationship with your audience. The path to that relationship is through the value of the content you deliver in your campaigns. If you deliver valuable content that your subscribers want, they will, in turn, engage with your messages and likely take the desired action. By focusing on all the touchpoints along the way to that desired outcome, you employ an engagement-first mentality that will result in a healthy audience. In contrast, if you send a huge email “blast” out to your entire subscriber base that is low value, they’ll likely be turned off and delete your message, mark it as spam, and be less inclined to open your messages in the future. These kinds of tactics result in an unhealthy list full of disengaged subscribers.

Having insight into the “health” of your audience provides you a holistic view of how your campaigns perform, because you can see beyond opens and clicks and reveal how your audience is interacting with your campaigns. And interaction is priceless. Using tools like Google Analytics, email tracking is easier than ever. This is true whether you’re tracking based on quality or quantity. Which matters more?

Quality over quantity

Although we focus a lot on interaction and engagement being a true indicator of a healthy, profitable subscriber base, we still need to understand where our highest-quality subscribers are coming from. Do certain channels produce higher-quality subscribers than others? By understanding this, you can see where to focus your acquisition efforts and tactics.

Marketers used to be focused on building the largest email list possible. To stay competitive, marketers tried heaps of tactics to grow their lists, from pop-ups to running contests on social media that require an email address to sign up.

But some of these outdated tactics no longer work well. Sending out large email “blasts” to huge subscriber lists no longer returns good results. List decay is increasing. Simply put, a large list doesn’t translate to better results. The average open rate for branded emails is a mere 20-40%, and the click-through rate is even less.

Today, results-oriented marketers are focusing on growing high-quality, engaged lists of subscribers, not massive lists of subscribers that may never interact with their campaigns.

A healthy audience = a more profitable audience

As marketers, we may have always just assumed our email lists were healthy, strong, and delivering results, but all email lists encounter some degree of decay over time and begin to experience increased bounce rates, unsubscribes, and inactivity.

The success of your email campaigns is largely dependent on a number of factors that need to be monitored and maintained over time to get the best results.

If you neglect maintaining your email list health, use non-permission-based data, or let the quality of your email content slide, you can damage your email deliverability in a way that can be difficult to repair.

Is a large percentage of your list inactive? Have a majority of your subscribers not clicked on a link in the last three months? If so, instead of continuing to mail to inactive subscribers over and over again only to have them ignore or delete your messages, you can create a reactivation campaign to win them back with different content or a relevant offer.

If reactivation campaigns don’t succeed, you may choose to remove these inactive and non-engaged subscribers from your list, leaving you with a slightly smaller, but more engaged email list. By mailing to active, engaged subscribers and reactivating or removing inactive or unengaged subscribers, you’ll be working with the healthiest list possible that can drive returns for your business.

The insights and KPIs you need to track

You can think about the measurement of your email marketing through two lenses: email performance and subscriber activity. You do this to understand how your emails are performing, but also to get insight into subscriber behavior and engagement.

Email performance

Email performance encompasses most of the traditional metrics and reports that you think of tracking to benchmark the KPIs from one campaign to the next (e.g., open rate, click-through rate, bounces, and unsubscribes), giving you an indication of how well your emails are performing and what opportunities there are for improvement.

Insights screenshot

Next, we’ll provide a short explanation of what each metric is and what it helps measure about the performance of your campaigns.

How are your campaigns performing?

Campaign open rate

Open rates vary largely, depending on the size of your list, method of collecting email addresses, and a host of other factors, but, generally speaking, a healthy open rate is in the 20%-40% range. If your open rates are above that, then your campaigns are well optimized. If they’re below that range, there’s likely some opportunity for improvement.

Your open rate is typically an indicator of how well your subject lines are performing. By tracking the open rate trends for individual campaigns against your benchmark, you’ll be able to test which subject lines are the most compelling for your audience.

Campaign click rate

Your click-through rate can vary, depending on the size of your list, the content of your email, and a host of other factors, but, generally, a healthy email click-through rate is in 15% range.

Your CTR is usually an indication of how valuable the content of your email is to your audience, as well as the call to action associated with it.

Unsubscribe rates

By evaluating unsubscribe rates, you can quickly see if the content that you’re sending and the frequency of your communications are valuable to your audience. Unsubscribe rates less than 2% are within industry norms.

What are your highest performing campaigns?

Chapter 3

Top 5 campaigns

With the Top 5 campaigns report, you can quickly see which of your campaigns are performing best. This can help you to analyze why these campaigns performed well. What subject line did you use? What was the content?

Did you send it at a specific, targeted time by time zone or use send time optimization? Did you send to targeted segments? Was personalization or behavioral data used? All of these elements can lead to successful email campaigns.

Once you know why your campaigns performed so well, you can leverage it for future campaigns, or possibly even use the high-performing campaigns in customer journeys.

Chapter 4

Top 5 journeys

Understanding how your customer journeys perform is critical, given these campaigns serve a distinct purpose in your overall email marketing strategy. Now it is easy to see what your top 5 journeys are, so you can drill down to the elements of the journey that make it successful.

When creating a customer journey, we consider the content, rules, and triggers. Each of these elements and the way you use them can affect the success of your journey. For instance, you may set up a customer journey with the end goal of getting a customer to make a repeat purchase. When setting up your journey, you could trigger it off the segment of certain customers that have made a purchase in a given time frame. You could then create a series of emails that would lead them down the path to repeat the purchase behavior or purchase another item(s). You would also consider the cadence of these messages. When do you send the first message? How long do you wait between each message?

You can see how examining each of these components can be insightful in informing changes you may want to make to existing journeys and your strategy for future journeys.

What are my deliverability trends?

Delivery rates

Deliverability benchmarks may vary by industry and company, so it’s important to understand how your company’s overall delivery rates are trending to create a benchmark for all of your campaigns and automated emails.

The delivery rates are calculated by summing up all of the emails sent and subtracting out the bounces. If your deliverability rates are low, you may be unintentionally doing one of these nine things.

Delivery rate by geography

By looking at your deliverability rates by geography, you may notice that there is a cluster of subscribers in a specific region that is suffering. You can isolate these subscribers into a segment and work to improve deliverability with a re-engagement campaign or by removing or unsubscribing disengaged subscribers. As we’ve noted, it’s much better to send to a smaller, more engaged list than a larger, less engaged list and can impact your deliverability accordingly.

Insights screenshot

How can I use insights to improve my strategy?

Click to open rate

Click to open rate, or CTOR, is determined by taking the unique clicks divided by unique opens, and is then expressed as a percentage. It tells you the percentage of recipients who opened the email, how many clicked, and is a leading indicator of the value of the content that you’re sending.

Content performance

If you send multiple pieces of content in your newsletters or include multiple links, then understanding exactly which links subscribers are clicking can help you improve the way you format CTAs and structure your campaigns.

Our Content dashboard can help with this. These reports provide a detailed view into which links and CTAs are driving the most engagement in every campaign.

Insights like this can help you make more strategic choices about the placement of content in your campaigns and can help you make changes that positively impact your CTOR and significantly influence your overall email performance.

Subscriber activity

Subscriber activity is all about understanding the behavior of your audience and the health of your subscriber base. Detailed analytics allow you to uncover where your most active subscribers are coming from and how their engagement with your content varies, helping you create a plan for developing a highly effective and profitable email marketing strategy.

Where do my most valuable subscribers come from?

Subscriber growth by list

Some brands may have multiple lists coming from the same acquisition channel (e.g., a variety of different sign-up forms on their website,or promotional “sweepstakes” to fuel their subscriber growth). Understanding which of these lists is growing at the fastest rate gives you a deeper understanding of what your subscribers care about and which specific offers or messaging are the most effective at driving acquisition—all insights that can be incredibly helpful for improving your acquisition strategy.

Insights screenshot

Geographical breakdown

By examining the geographic breakdown of your subscribers, you can see where in the world your subscribers are located and clustered. This can help inform aspects of your email strategy, including your send times and dates, any language variations you use, content you send, and more.

geography

How is the health of my audience increasing over time?

Active subscriber comparison

Understanding the portion of your subscriber base that is active, disengaged, or unsubscribing is incredibly important to develop a strategy that supports a healthy balance of growth and engagement.

Your engagement dashboard will reflect these measures, allowing you to take action on any indications of declining engagement, increasing unsubscribes, or other red flags for your email campaigns.

In contrast, it will also enable you to see your most active and engaged subscribers so you can scale campaigns or content that have been the most effective.

engagement charts

Most engaged subscribers

Developing a healthy level of engagement with your audience is arguably more important than sheer subscriber growth.

You can use the click rate by channel to explore which acquisition sources are developing the most engaged subscribers. And, if you want to see how different content that you’re promoting through various channels is affecting that engagement, all you need to do is modify the date ranges, and let the click rates tell the rest of the story.

Where are subscribers engaging with my emails?

Engagement by platform

There are more devices and more email clients than ever before, and, to ensure your campaigns look great wherever your audience is opening them, you need to know what devices and clients they are using.

Engagement by platform provides a breakdown of the platforms your subscribers are using to engage with your campaigns.

Using the click-rate trends as a proxy for engagement, you can then optimize your campaigns to suit the environments they are being read in.

Insights screenshot

For instance, if you see a lot of your subscribers are reading your campaigns on mobile devices, then it might be worth optimizing your campaigns for mobile by applying some mobile email best practices.

Engagement by email client

Engagement by email client provides you the insight about what email clients your subscribers are reading your emails in. This is helpful to know, because not all email clients render emails the same and, if, for instance, you have a large part of your subscriber base using Outlook, you may use different design tactics than if the vast majority of your list uses Gmail.

Chapter 5

Now what? How do you measure the success of an email campaign?

The process of gathering email analytics and reporting them is very complex. These functions encompass many different positions and phases. Everyone from the marketing manager to the newest hire may be able to retrieve insights with the right platform. The journey can begin from the viewer/newcomer phase all the way through the transition from lead to customer.

Yet, once the process of gathering the insights is done, some people are unsure of what to do next. Insights are only a means to a holistic digital strategy. They offer marketers a chance to find out more about their audience. Once you do, you can move forward with more clarity and more tangible goals in mind.

The ability to see those specifics answers the main questions about strategy. What do subscribers want? Which titles make them open emails? Which calls to action work? What aspects of the campaign could be tweaked to bring even more success?

Insights like these give marketers a way to structure strategies. Here are some specific ideas for growing subscribers with customer data:

Incentives

Everyone loves getting something in return. For improving the chances your call to action will be successful, consider offering rewards or even a chance at a reward. If you’ve got insights on which products your customers are browsing, you may already have an early candidate for the reward you’re putting up.

Promotion

Using insights to promote content on social media is a great way to get it noticed. If your email platform is integrated with social accounts, you can sometimes post directly through it. Insights also help you create targeted hashtags, and give you more data about age/location stats if you want to do sponsored promotions.

Benchmarks

The great thing about data insights is that they provide more than just inspiration on how to move forward with marketing efforts. They also provide metrics you can use to track progress. Are things like open rates and engagement going up? These benchmarks can be used to track the efficiency of campaigns in specific time intervals and over specific segments.

Remember, 52.7% of customers still prefer when brands communicate via email. If over half of all customers are already waiting for emails from their favorite companies, how much better will targeted emails do?

The idea behind targeted campaigns lies in how insights are viewed. Insights are customers (indirectly) telling companies what they want. By finding out this data beforehand, companies can craft a marketing strategy with realistic goals and benchmarks in place.

Chapter 6

How should your digital strategy look?

When you finish up creating your digital strategy, it should have a few specific components: a target demographic, custom content, and benchmarks the company will look to improve.

Insights help you see how your campaigns have done in the past. It can also provide a strategy for how to move forward.

Your strategy may be different from your competitors’, but it can still be effective. Any two strategies may vary greatly, but if both are based on insights, there’s no limit to how far they can go. Whether you’re using a custom platform or Google analytics, email tracking and insights can help provide a clear picture of what a winning strategy looks like.

Chapter 7

Wrap up

The processes of collecting and reporting data insights may seem like tedium in some cases, but it offers great potential. The insights you gather are the foundation of your marketing strategy and your guide for tracking your progress.

Email reporting is all about clear, yet powerful insights that are easy to take action on. Use your insights to continually improve your email marketing strategy and create better-performing campaigns that generate undeniable results for your business.

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