What KPIs should I monitor?

There are four high-level KPIs you need to monitor to measure the efficacy of your email marketing:

  • Deliverability – This KPI tells you the rate your emails reached your subscribers’ inboxes. If you have a low deliverability rate, keep the following in mind:
    • Make sure you tailor your copy to avoid spam filters
    • Cull inactive people from your regular list so you are only sending to active subscribers
    • If you have a number of email addresses that bounced your send, cull them from your list
  • Open rate – This KPI measures the percentage of your subscribers who open your email when it reaches their inbox. If you see that your open rates are low, keep the following in mind:
    • Test different subject lines to see what entices your subscribers to open your email
    • Test different send times to see if you can maximize your opens that way. You might be sending your email at a time when your subscribers are flooded with other sends
  • Clickthrough rate (CTR) – This KPI measures the percentage of people that click on your CTAs. If you find that your CTR is low, keep the following in mind:
    • Make sure the offer you send provides true value to the segment you’re sending it to
    • Test your email copy to make sure it is concise and provides a clear action for your subscriber to follow
    • Test other CTAs
  • Unsubscribes – This KPI tells you the number of people who opt out of your email subscriber list. If your unsubscribe rate is high, keep the following in mind:
    • Make sure your email is personalized
    • Make sure you provide value for the subscriber and their segmented list
Should I A/B test my email sends?

Want to know what emails perform the best with your audience? You have to A/B test them.

Here’s the process we use for A/B testing our email sends:

  • Only test one variable at a time
    • Subject line
    • CTA
    • Images
  • Then create two versions of the email
    • One with the variable
    • One without the variable
  • Send out those two emails at the same time
  • Check the results and continue using the best-performing version
  • Choose a new variable to test
  • Repeat the above process
How should I set up my reporting?

If you have to report on the success of your email marketing campaigns, you need to set up proper reporting that tracks the following:

  • Number of Emails Sent
  • Number of Emails Delivered
  • Deliverability Rate
  • Bounce Rate
  • Open Rate
  • Clickthrough Rate
  • Unsubscribe Rate
  • Subject Line
  • Email Body Length
  • Offer/Deal
  • CTA
  • List Segment