How to Measure the Success of Your Email Marketing Campaigns: Key Metrics and Tools

There are different strategies within digital marketing. The choice between one and the other should be determined not only by the objectives pursued by a particular company and its profile, but also by the effectiveness of that strategy. Email marketing campaigns continue to  position themselves today as one of the most effective; in fact, for the next few years this channel is expected to continue growing. But how do you measure the success of a campaign?

Email marketing: what it consists of and some figures

The number of people currently using email is approximately 4 billion. This high number represents a huge potential to connect and build relationships with potential customers at minimal cost.

And we are not only referring to the economic cost, but also to  the time factor, the value of which is getting higher and higher. Both because it allows employees to focus on other activities of greater relevance, but also because consumers demand responses and interactions at high speed.

Email marketing campaigns consist of sending emails to a list of contacts who have given their consent. Among the purposes, we find newsletters, promotions, or news about a company. Today, this channel has been greatly modernized, and in addition to the automation of communications, maximum personalization has been made possible. This increases the open rate and reduces the associated costs.

However, for email marketing campaigns to be effective, you need to have the right tools to manage and send them, but also use the right metrics to monitor that the established objectives are being met. And if not, make the appropriate adjustments.

Below we are going to know all of them step by step.

Tools for creating and managing email marketing campaigns

Email marketing campaign tools are software designed to manage email services. With them, you can manage campaigns and control the effectiveness of the strategy to connect with target profiles. And in general, also make an analysis and follow-up of those.

The goal is for the list of contacts to grow more and more, so that they become leads and, subsequently, customers. Email marketing is a perfect strategy to increase conversions.

In the market, there are multiple options, but these are the most popular. All of them comply with data protection regulations, so you won’t have to worry about this.

Active Trail

Active Trail is a Spanish email marketing automation solution. Its interface is intuitive and easy to use and allows you to create professional newsletters with a drag-and-drop system. It includes predefined templates and the upload of HTML files.

For those who don’t have advanced knowledge, technical support is accessible by email or call and offers quick and clear answers. The tool enables advanced dynamic segmentation, with dynamic blocks that adapt to the behavior of contacts.

Active Trail’s multi-channel approach makes it easy to create email, SMS, WhatsApp, push notification, and social media campaigns. In addition, it integrates with WordPress and Shopify, and displays detailed analytics reports to measure performance.

MailChimp

MailChimp is one of the leading email marketing tools. They have a free plan of 12 thousand emails per month, although the brand icon appears, and segmentation and A/B testing are limited.

They offer tutorials to help with email marketing campaigns, but they also have landing pages or pop-up forms. It can be integrated with online stores to boost sales, remember abandoned carts, or make segmented suggestions. It also has its own marketing analytics tool.

Drip

Drip is a paid tool for email marketing campaigns in full expansion. It is considered the first ECRM service, with more advanced functionalities than CRM solutions, since they work with millions of data, which allows greater customization in strategies.

Along with email automation, create custom email series at speed. It also allows ads on Facebook, landing pages, postcards, and text messages. It has native integrations and an app library, and displays detailed analytics and reports.

Mailify

Mailify combines email marketing, SMS and automation in the European market. With intuitive navigation, it ensures a comfortable experience for customers, with smart features such as Predictive Shipping, Eye Tracking, and Heatmap. Technical support is available in multiple languages and contact channels.

Simplify newsletter design with editable, mobile-friendly templates. It includes reports and analytics, such as opens, clicks, bounced messages, or Google Analytics tracking.

Key metrics to measure your campaigns

The above tools allow you to get analytics reports to analyze the performance of your campaigns. However, you are interested in knowing specifically what are the key metrics or KPIs to take into account. These are the ones that will serve as a reference.

Open Rate

Analyze how many recipients of the total delivered open the emails. A/B testing in subject lines provides insights into what motivates subscribers to open emails. Other interesting data are reopenings, opening times, and which subscribed contact profile responded best to the campaign.

Click-through rate

Indicates the percentage of recipients who click on tracked links. This indicator is used to measure engagement and can be optimized with A/B testing, but it’s also handy for tracking contacts who click, the number of clicks per link, or the most successful link, among others.

Rebounds

Bounces occur when a mail server rejects a message. It is used to check deliverability. The lower this rate, the better the sender’s reputation. Bounces are of two types: hard, when the reason for the rejection is permanent, and soft, when it is temporary.

Unsubscribes

It refers to people who unsubscribe and gives an idea about the quality of the content offered, although there are always multiple reasons that may be unrelated to the brand. If there are cancellation spikes, you can report an issue that needs to be addressed.

Device Statistics

Indicate which one is most commonly used to read emails. In addition to being useful for the adaptation of emails, it also gives information by segments and their specific characteristics.

Spam Score

It measures the number of people who mark a company as spam. The message is that content is of no value and you no longer want to receive information. It affects deliverability and sender reputation.

Email marketing campaigns require an attractive and personalized design, but also proper follow-up to ensure that this strategy is working. If you need expert and specialized advice, contact our multidisciplinary team!