Index
Are you considering the possibility of starting email marketing campaigns in your company? Or maybe you have already tried to implement this strategy but the results have not met your expectations? We will tell you the most important KPIS when carrying out your email marketing strategies.
What KPIs are and how to select them
The term KPI stands for Key Performance Indicator. It is a tool that evaluates the effectiveness of a campaign in relation to specific predefined objectives.
It is fundamental to understand that all KPIs are metrics, but not all metrics are considered KPIs. In the set of analyzable data in a marketing strategy, each company chooses certain metrics as the most relevant to its particular objectives, and these become its KPIs.
The choice of KPIs for your email marketing campaigns will depend on your business growth strategy and the importance you assign to email within your marketing plan.
What are the main KPIs in email marketing?
Proper analysis and understanding of the following indicators will increase the likelihood that your campaigns will be successful.
Opening rate
Using this indicator, you can determine how many people have opened your email in relation to the total number of mailings sent. If the opening rate is low, you should focus on optimizing elements such as the subject line, making sure that it is sufficiently attractive to encourage the recipient to open the message.
To create good subject lines and increase your open rate you should take into account the following points:
- Be direct and relevant: To capture the recipient’s interest, you should communicate your message clearly and concisely, using as few words as possible. Make sure the subject matter is of interest to your recipients.
- Generate curiosity: When writing the subject line, use language that arouses the recipient’s curiosity and motivates them to open the email. You can do this by posing intriguing questions that encourage them to find out what the message contains.
- Benefits and solutions: You can also highlight the benefits the recipient will get from opening the email. If you are promoting a product, mention concrete benefits that are relevant to your customer and that will encourage them to take action.
Bounce rate
This indicator measures the number of emails that have not been delivered. There are two types of bounces
- Hard bounces: When the receiving email is an invalid or non-existent email address. Take this into account to remove them from the contact list or database.
- Soft bounces: These bounces are temporary and usually occur due to temporary problems with the recipient’s server, such as a full mailbox or a down server.
Cleaning your contact list or database on a frequent basis will be fundamental in maintaining a low bounce rate.
Click-through rate (CTR)
This metric represents how many of the emails sent received a click within the elements of our email, such as a link or call to action (CTA). This KPI is essential in our email marketing campaigns, as it shows the real interest of the recipient once the email has been opened.
To have a good CTR you should take into account the following points:
- Relevant content: Make sure your content matches the interests of your audience. And remember to segment it to send them only what best fits those preferences.
- Calls to action: Use calls to action that capture the attention of the recipient. Make sure they are placed in strategic places, if you leave your call to action at the end of the email it is likely that readers will not get to see it. Avoid hyperlinks in words like “click here” and describe where the user will go if they click.
- Design: Create a clean and attractive design that is easy to read so that your audience stays within the email for as long as possible.
- A/B Testing: Perform tests with different email templates in which you change the CTAs. You can move their position, text, colors… and analyze which one is more successful.
- Competitor analysis: Subscribe to newsletters from other companies in your industry that you know are getting good results and analyze how their emails are designed and structured.
Spam complaint rate
The spam complaint rate represents the number of recipients who have labeled our emails as spam. It is a critical factor to consider, as a high spam complaint rate can have negative consequences on our ability to reach our users’ inbox.
In order to keep this rate low, the following points should be taken into account:
- Consent: It is necessary to respect privacy regulations and only send emails to recipients who have given you prior permission.
- Unsubscribe option: Always give the option to unsubscribe in your emails in a clear and accessible way.
- Avoid misleading subject lines: Use subject lines that reflect the content of the email. Avoid tactics such as clickbait that may generate spam complaints.
Cancellation fee
As its name suggests, the unsubscribe rate measures the number of people who opt out of receiving your emails. This indicator helps us to measure the level of interest your recipients have.
The following factors should be taken into account in order to keep this rate as low as possible:
- Relevant content: As previously mentioned, the content of our emails plays a fundamental role in retaining our audience.
- Frequency: Sending too many emails can become overwhelming for our audience, on the other hand sending too few emails can make our audience lose interest and forget about us. Find a balance between maintaining constant contact and saturating the subscribers’ inbox. Segmenting is also a good option to send more or less emails according to the user’s preferences.
- Surveys and comments: Seek interaction with your audience to know their opinion regarding your emails and their preferences.
Conversions
This metric is quite flexible and depends on the objectives you set when sending your emails. It defines the number of recipients who took the desired action in that email. For example, if your goal was to generate a sale, we would consider that action as a conversion. Similarly, if you wanted them to complete a form, we would also consider it a conversion. It all depends on the goals you set when you sent the email.
How to improve the conversion of your campaigns:
- Calls to Action: As mentioned in previous metrics, your Call to Action should be clear, direct and attractive.
- Urgency and scarcity: Create a sense of urgency. Set deadlines or limitations in your emails. For example, “If you fill out this form by X date, you will receive an exclusive discount”. People tend to act when they feel they might miss an opportunity.
- Highlight the benefits: Use persuasive language that highlights the benefits of converting. If, for example, your conversion objective is to achieve a purchase of your new product, you should highlight the benefits and how your product can solve a problem for your recipient.
- Testimonials: Show proof of how other customers are satisfied with your product or service. This will increase the trust of your users.
- Facilitates the process: The fewer steps or clicks the user has to make, the more likely they are to convert.
These are just some of the key KPIs in the email marketing environment. Every metric, from open rate to click-through rate, plays a critical role in the success of your campaigns. Remember, it‘s not just about collecting data, but interpreting it and adjusting your strategy accordingly. As you delve deeper into email marketing analytics, you’ll discover new ways to optimize your campaigns and strengthen your connection with your recipients.
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How to analyze the different KPIs?
How to Analyze the Different KPIs? Monitoring Relationship and Frequency
Diving into the analysis of KPIs leads us to a fundamental question: is it more effective to address them in isolation or to establish connections between them?
The answer is clear: it is always preferable to link them. Although each KPI has its own autonomy, many have a significant impact on others. A clear example is the relationship between the delivery rate and the effectiveness of an email campaign’s settings. Without successful deliverability, metrics such as open rate are meaningless.
As for monitoring frequency, there is no hard and fast rule. For one-off promotions or campaigns with a short lifespan, monitoring is concentrated in a short period of time. On the other hand, for newsletters or valuable content, the analysis can be extended throughout the campaign execution time.
In the field of emailing, disregarding certain KPIs may seem tempting in theory, but it is not recommended. To fully understand the performance of a campaign, it is essential to have as many metrics as possible. Thus, aspects such as effective delivery, user interaction, reading time, spam classification and unsubscribes should be evaluated to get a complete picture. Each KPI provides a key piece to the puzzle of campaign success.
Benefits of using KPIs in email marketing
The detailed analysis of metrics and KPIs in Email Marketing offers a series of fundamental advantages to boost the performance and effectiveness of campaigns:
Lasting bonds: It facilitates the building of solid relationships, and goes beyond the commercial transaction, creating an emotional bridge between the brand and the consumer.
Effective Loyalty: Contributes to increased customer retention through planned strategies, such as exclusive offers and personalized content, strengthening loyalty and positive perception.
3. Strategic personalization: Allows precise audience segmentation, tailoring messages according to specific preferences and behaviors, improving conversion rates.
4. Building trust: Through valuable and consistent content, it establishes the brand as an authority in its industry, generating trust and credibility among customers.
5. Continuous optimization: The ability to accurately measure metrics such as open rates and conversions provides valuable information to adapt strategies in real time, ensuring constant optimization of campaigns.
Tools for your email marketing campaigns
Si aún no tienes una herramienta con la que lanzar tus campañas de email marketing, tanto Zoho Campaigns como Mailchimp son opciones diseñadas simplificar la creación y gestión de tus campañas de email marketing. Gracias a estas herramientas podrás optimizar tus KPIS y mantener una fuerte conexión con tu publico a través de tus campañas de email marketing.
Some of the key features of Zoho Campaigns and Mailchimp are as follows:
- Intuitive interface: You will be able to design attractive mailings for your customers without the need for great technical skills.
- Precise segmentation: Both tools allow you to personalize your message according to your customers’ preferences.
- Automation: Save time thanks to the possibility of scheduling your email marketing campaigns.
- Real-time analysis: With these tools you will be able to analyze all the key KPIS of your email marketing campaigns.
These are just some of the features offered by Zoho Campaigns or Mailchimp, tools that will help you boost your email marketing campaigns and achieve your goals effectively.
En Reinicia, te brindamos un apoyo completo en tus campañas de email marketing. Desde la configuración inicial hasta la optimización de tus estrategias, trabajamos contigo para mejorar tus resultados y fortalecer la conexión con tus clientes. Nuestra misión es asegurarnos de que aproveches al máximo el potencial del email marketing y obtengas los mejores resultados para tu negocio.
