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6 Critical Email Marketing KPIs You Need To Know

By Darren Pierce on Jul 17, 2014 6:00:00 AM

Email marketing returns big bucks, and we've touched on a few ways to optimize both your desktop and mobile emails.

Now we’re getting into a few specific key performance indicators you should be tracking to ensure that your email campaigns are, in fact, returning as much as they should be.

1) Total Sales

Most emails feature or highlight a specific product or service, and common sense tells us to track the sales of that one particular product. Take it a step further, and track total sales as well. Even if users don’t necessarily buy the featured product, it’s still a win if they go to the site and buy a different product.

2) Conversion Rate

Conversion rate tracks the percentage of an email’s recipients who open the email, click a link, and complete the desired action. This the king of all KPIs because it identifies the users that have the highest interaction with your messages.

3) Click Rate

Just a step below the conversion rate is the click rate. This measures the percentage of people who open the email and click on a link. It doesn't take into account whether or not the user completed the desired action.

4) Unique Open Rate

Optimizing your subject lines is essential, and the unique open rate will help you do that. This KPI measures the number of unique users that open your email, helping you identify the most attractive subject lines.

5) Unsubscribe Rate

It’s always good to know if people are unsubscribing. If your rate is more than 1% you need to consider cleaning up your email lists. You’re probably not targeting the right people or you’re not creating relevant content.

6) Site Traffic

Similar to what we mentioned regarding total sales vs product sales. Look for overall surges in site traffic, not just referrals from the email. A user might see your email on their iPhone and then later hop on a desktop to visit the site during a lunch break.

What other KPIs are important to measure?

Written by Darren Pierce

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