Email marketing: seven key figures for measuring success
1. delivery rate
How many recipients does your e-mail actually have? The delivery rate tells you. Emails that cannot be delivered are referred to as bounces (see also: bounce rate). Hard bounces are emails that are immediately rejected. Common reasons for this are a missing domain or a missing account. Soft bounces, on the other hand, can only be temporarily undelivered, as in the case of an overfilled mailbox. To calculate the delivery rate, the bounces must be subtracted from the delivery volume, the result divided by the delivery volume and multiplied by 100.
2. opening rates
The open rate indicates the percentage of emails sent or delivered that were opened. The open rate can be calculated as total or unique. For the total open rate, all openings are divided by the delivery quantity and the result is multiplied by 100. For the unique calculation, only the unique opens are relevant.
3. click rates
The click rate is used to measure how many clicks there actually were in comparison to the number of deliveries. For example, the total click rate is 14.3% if the content of 1,000 delivered mailings has been clicked 143 times. In addition to the total click rate, the unique or effective unique click rate can also be used.
4. conversion rate
The conversion rate measures the actual number of actions taken by the recipient after clicking on an email on a website. This can be, for example, a sale or a download using an email address (lead).
5. deregistration rate
This key figure is used to determine the percentage of newsletter recipients who unsubscribe from a newsletter after it has been sent.
6. bounce rate
Bounces are notifications of undelivered emails that are automatically sent back to the sender. This is the percentage of emails returned by the mail servers in relation to the total number of emails sent.
7. benchmarks
All the figures you have calculated won't help if you don't set yourself personal goals by which you can really measure your success in the end. Therefore, set yourself realistic goals: what do you want to achieve, with what effort and by when?
