Email Marketing KPIs: Metrics and Best Practices to Follow

KPIs in Email Marketing

KPIs (Key Performance Indicators) are important numbers that show how well your business is reaching its goals. Keeping track of the right KPIs is key to understanding how well your email marketing is working.

Here are the main metrics to watch:

• Open Rate: This shows how many people opened your email. It helps you see if your subject line is catching attention and if people are interested in your emails.

• Click-Through Rate (CTR): This measures how many people clicked on a link inside your email. It tells you how interesting and engaging your content and calls to action (CTAs) are.

• Conversion Rate: This tracks how many people did what you wanted them to do after reading your email, like buying something or filling out a form. It’s a key way to measure if your email is helping your business make money.

• Bounce Rate: This shows how many emails couldn’t be delivered to the recipient. If the bounce rate is high, it could mean there’s an issue with the email list, like invalid email addresses.

• Unsubscribe Rate: This shows how many people clicked to stop receiving your emails. A small number is normal, but if many people unsubscribe, it could mean your emails aren't matching what your audience expects or wants.

What Types of Email Campaigns Should Be Included in an Email Marketing Strategy?

A well-rounded email marketing strategy should include a variety of campaign types:

• Welcome Emails: Introduce new subscribers to the brand and set expectations for future communications. These emails can also offer a special welcome discount or resource.

• Newsletters: Regular updates that provide valuable content, company news, and product information. They help maintain ongoing engagement with the audience.

• Promotional Emails: Highlight special offers, sales, and discounts. These emails aim at driving immediate sales and conversions.

• Transactional Emails: Sent after a customer completes a transaction, such as order confirmations, shipping notifications, and receipts. They provide necessary information and can also cross-sell or upsell related products.

• Re-engagement Emails: Target inactive subscribers to reignite their interest in the brand. These can include special offers, surveys, or new product or service updates.

For a more in-depth exploration of the different types of email campaigns, refer to Module 2.

How Often Should Emails Be Sent to Subscribers?

Finding the right email frequency can be challenging but is essential for maintaining subscriber engagement without causing fatigue. Here are some guidelines:

• Know the Audience: Different audiences have different tolerance levels for email frequency. Monitor engagement metrics and adjust accordingly.

• Quality Over Quantity: It’s better to send fewer, high-quality emails than to bombard subscribers with too much content. Focus on providing value with each email.

• Set Expectations: Let subscribers know how often they will hear from the brand when they sign up. This helps manage their expectations and reduces the likelihood of unsubscribes.

• Test and Adapt: Experiment with different frequencies and monitor the results. Find the sweet spot where engagement is highest without increasing unsubscribes.

• Use Scheduling Tools: With VitaCRM, you can schedule your emails to ensure they are sent at optimal times for maximum engagement and effectiveness.

What are the 4 Ps and Cs of Email Marketing?

The 4 Ps and Cs of email marketing are essential principles that guide the creation and execution of effective campaigns:

The 4 Ps:

Product

Make sure your emails clearly explain the benefits and features of what you’re offering.

Example: If you’re selling a new kitchen appliance, highlight its unique features like energy efficiency or space-saving design. Show how it will solve a specific problem for your customers.

Price:

Let your audience know about special prices, discounts, or offers. This will encourage them to take action.

Example: "Get 20% off on all kitchen appliances this week only!"

Place:

Make it easy for your subscribers to buy your product or learn more about it. Include a clear link to your website or a direct purchase button.

Example: Add a "Buy Now" button in the email that takes readers straight to your product page.

Promotion:

Use your emails to advertise special deals, new products, or upcoming events. Creating a sense of urgency can drive more immediate action.

Example: "Hurry! Our Black Friday sale ends in 48 hours. Don’t miss out on huge savings!"

The 4 Cs:

Customer:

Focus on what matters most to your customers. Personalize your emails to meet their specific needs.

Example (Real Estate): "Looking for your dream home in Westfield? We’ve got several listings that match your preferences for budget and location."

Cost:

Be clear about any costs, like fees or taxes, to build trust with your subscribers.

Example (Appliance Repair): "Our appliance repair service includes a flat-rate fee of $75, with no hidden charges for labor or parts. We’ll provide you with a detailed quote before we start any work."

Convenience:

Make your emails easy to read and take action on. Use clear instructions and clickable links.

Example (Kitchen Remodeling): "Ready to transform your kitchen? Click here to schedule a free consultation with one of our expert designers, and let’s start planning your dream space."

Communication:

Keep the conversation open with your subscribers. Encourage them to reach out with any questions or feedback.

Example (Real Estate): "Have questions about a property? Reply to this email, and we’ll be happy to help you with more details or schedule a viewing."

By applying these principles to your email marketing strategy, you can create campaigns that are more engaging, effective, and impactful, helping you achieve better results and build stronger relationships with your customers.

FAQs

What is the best time to send emails? 

Test different times, but mornings and evenings are usually good. Avoid weekends unless you’re promoting a special event.

How many emails should I send per week? 

Start with one or two emails per week. Don’t send too many, or people might unsubscribe.

Can I send the same email to everyone? 

It’s better to segment your list (e.g., by location or interests) so you can send relevant content to each group.

How do I grow my email list? 

Offer something valuable in exchange for people’s email addresses, like a discount or free resource.

Next, we'll move on to Module 4 - Email Marketing Content Strategy, where we'll explore how to create compelling email content that keeps your audience engaged and drives action.