Although marketing has greatly evolved over the past years, emails are still an effective way of reaching out to your customers. The value of email marketing is continuously rising over time because emails are cheap, and they also allow marketers to connect with their customers directly. Therefore, it becomes crucial to ensure that your email campaigns are working well for your organization.
Since emails have a high ROI rate, email reporting becomes crucial to ensure your marketing success. Email reports will help you track how well your emails are performing. Here, we will look at the main types of metrics required in email reports, how we can analyze email reports and some tips for creating a good email report template.
Type of metrics in email marketing reports
Following are four types of metrics that are required in email reports:
Metrics by email provider
These metrics are essential to analyze the health of your email list and check how good it is at conversion. These include:
- Total no. of subscribers
- Subscriber growth rate
- Unsubscribe rate
- Total no. of emails sent
- Open rate
- Click-through rate
- Bounce rate
- Spam report rate
- The deliverability rate
Content metrics by email provider
These metrics evaluate the performance of your email content. Important metrics in this category include:
- Best & worst performing campaigns and messages (concerning open and click-through rate).
- Best & worst performing email sequences.
- Best & worst performing email automation.
Subscriber metrics by email provider
These metrics check how well are your subscribers engaging with your emails. Some prime ones include:
- Number of Top scoring subscribers
- Number of cold subscribers
Web analytics metrics
These metrics calculate how much of your email subscribers engage with your website. Important metrics in this category are:
- Percentage of subscribers that visited your website
- No. of leads generated
- Total Conversions generated
How to analyze your email reports to check performance?
Following are the ways in which you can deep dive into your email marketing reports and check your performance:
Check whether your subscriber growth is meeting your set targets or not. If not, you might consider using more tactics to draw more users.
More than 2 percent unsubscribe rate should be a red sign for your email marketing tactics.
Check your email open rates. Ideally, it should be between 30 and 40 percent to be considered suitable for an organization.
If your marketing campaigns can’t achieve around 2.13 percent of click-through rate, you must start looking for ways to improve it.
A high bounce rate can get you on an email blocklist. Make sure that the bounce rate for your emails isn’t more than 1 percent.
Maintain an email deliverability rate of around 79 percent for your emails.
Ensure that you don’t have any funnel leakage.
Helpful tips to create an effective email report template
- Use a clear and attractive design for your email marketing report.
- Focus on the most important metrics in your report.
- Feature high performing campaigns.
- Don’t forget your list segments.
- Place your customer journeys in the report.
- Showcase your overall trends.
- Clearly describe how your mobile and desktop users are engaging with your content.
- Specify where your subscribers are coming from.
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