Strategies for Evaluating the Success of Email Marketing Campaign


One of the most often used marketing tactics is email marketing. This method is supposed to perform better than the other sought-after tactics. Email marketing can assist you in reaching your objectives. When sending emails, your objectives may differ. You may wish to create more leads, promote content, convert prospects to clients, retain customers, or increase traffic to your website.
When you are about to send an email, take a minute to consider why you are doing so. You should keep a few key performance indicators (KPIs) in mind while measuring the success rate of email marketing. Fortunately, we now have analytics tools embedded into email marketing campaigns to measure your success rate. Then there are a few methods to bear in mind, which are listed below;

“Open” Rate:

In layman’s terms, this refers to the number of emails seen by the receivers. When measuring this statistic, your subject line is quite crucial. However, it is a prevalent fallacy that the open rate does not impact the success of your email. This is since an open mail implies the opening of the entire message, including the image. Most emails include photos; if the receiver does not view the image or has prohibited viewing of the image, the email is considered unopened. As a result, this indicator is somewhat unreliable for measuring the effectiveness of your plan.

“Click to link” Rate:

This entails determining how many of your recipients clicked on the link included in the email. It is also necessary to determine how long the visitor remained on the landing page, commonly known as the website, after seeing the email. If the receiver does not take any action on the landing page, you should reconsider your subject line. If a visitor engages in any activity on the landing page, it implies your email was successful.

“Conversion” Rate:

This entails precisely looking at how often users responded to what the email had urged them to do. This is determined by the purpose of the mail. Depending on whether your email advised them to complete an e-form or visit your site. Google Analytics can tell you how many people have visited your page. This evaluation methodology is one of the most reliable methods of determining the success of your email.

“Bounce” Rate:

This assists you in monitoring how many mail ids have received your messages. Bounce rates are categorized into two types: soft and hard. A soft bounce rate indicates that message was not sent to the receiver due to a full mailbox or other technical issues. A hard bounce rate indicates that mail was not sent because the mail id was invalid. Make careful to eliminate all incorrect email addresses from your list because this has an impact on your internet reputation.

“Unsubscribe” Rate:

This refers to the number of recipients who have opted out of your mailing list. The unsubscribed rate ratio should be about 0.5 percent. It is typical, however, for a small percentage of members to unsubscribe from your list due to changing requirements and interests. However, if a substantial number of users on your list have unsubscribed, you must consider where you went wrong and correct your errors.

Keep the following points in mind:

  • Make sure your email does not include too many links. It is possible that the receiver may be perplexed and will disregard the mail-in totality.
  • Make your subject lines unique. Use names or humor to boost the likelihood that a message will be read.
  • You may re-run the same campaign to your email addresses within a few days. This allows you to determine whether emails worked well or poorly.