Email Marketing Benchmarks - How Does Your Campaign Compare?
Email marketing continues to perform well, bringing in major ROI for businesses across the world. However, it is important to understand that successful email marketing requires more than just a list of recipients and a subject line.
Email metrics like open rates, click-through rates and conversions need to be tracked and analyzed regularly. This article will discuss how to keep tabs on your key email metrics and compare them against industry averages to see where you can improve your marketing efforts.
The first of the email marketing benchmarks to consider is your email open rate, which measures the percentage of your email recipients who opened an email that you sent. This metric can be broken down further to see how often your subscribers are clicking on links within your emails, and the percentage of new recipients who opened your email. This is an essential metric for determining the effectiveness of your email content and identifying ways to improve your campaigns.
Another important metric to consider is your click-through rate (CTR), which measures the percentage of email recipients that clicked on a link in your email after it was opened. This metric can be broken down further into how many people clicked on your calls-to-action and how often your new recipients are clicking on links in your emails.
Click-through rates are an indicator of the quality of your email content, and a high CTR can help you drive sales or other conversions from your email campaigns.
A third of the metrics to consider are your conversion rates, which measure how many people take a desired action after opening an email. This can be anything from purchasing a product to signing up for a webinar. Determining your conversion rates can be tricky because it depends on the specific goals of your email campaigns, such as turning a free user into a paid customer or converting a webinar sign-up.
Lastly, your unsubscribe rate is an essential email marketing metric to track, as it indicates how often your subscribers are receiving emails that they find irrelevant or annoying. Keeping your unsubscribe rate low is important, as it will help to maintain the value of your email list.
However, a high unsubscribe rate can be a warning sign that your subscribers are losing interest in your emails and may be looking to unsubscribe from your mailing list altogether.
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