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Unlock Success: Mastering Email Marketing Metrics for ROI

Apoorv Bhatnagar Apoorv, Sr. Digital Marketing Manager at CleverTap, drives digital marketing strategies. Expert in SEO, analytics, and channel marketing. Previous roles at Freshworks, excelling in organic SEO, lead generation, and CMS activities.
Unlock Success: Mastering Email Marketing Metrics for ROI

Email marketing has stood the test of time and proved to be one of the most affordable and effective ways to reach the target audience, drive conversions and build loyal relationships with the end user. According to a report by Statista,  email marketing revenue was estimated to be over 10 billion U.S. dollars and in a poll conducted in 2022, approximately 50% of marketing professionals surveyed reported a two times improvement in their email marketing campaigns’ ROI, leaving no room for doubt why email has maintained its claim to fame for decades. But how do marketers check if their email marketing campaigns are performing as expected? or if they need to be tweaked to improve ROI? 

What are Email Marketing Metrics?

Email marketing metrics are the key indicators that determine how well email campaigns are performing in terms of deliverability, engagement and conversion. By closely tracking and analyzing these metrics marketers can pin-down what works for their brands and optimize the marketing strategies accordingly.    

There are many email marketing metrics, but all of them are not equally relevant or useful. Marketers need to figure out which metrics to track, based on the marketing goals and objectives, and how to decipher and use that data to boost email marketing ROI. Further in the article we will discuss the metrics that must be tracked to improve email marketing ROI and how CleverTap can help brands optimize marketing campaigns with its unique features and capabilities. 

Key Email Marketing Metrics Every Marketer Should Monitor


Delivery Rate 

Delivery rate  indicates the percentage of emails that were successfully delivered to the intended recipients inbox. A low deliverability indicates that the intended emails are being filtered or rejected by the email service provider. A low rate of deliverability can adversely impact email marketing ROI. As a measure to improve email delivery rate marketers must use a reputable customer engagement and retention platform along with a trusted email service provider, verify the email list to give rid of redundant email id’s, efficiently segment the audience and avoid spammy words and practices. 

Open Rate 

Open rate indicates the percentage of emails from campaigns that were opened by the recipients This metric indicates if the subject lines and sender names are attractive enough, resonate with the end users and motivates them to open the email. Dwindling open rates means that the email campaigns are unable to pique the users interest.  Better open rates can be achieved by crafting a catchy and personalized subject line, using a familiar sender name and optimizing the timing and frequency of the emails. 

Click-Through-Rate:

Click-through-rate or CTR denotes the percentage of emails that have received a minimum of one click on a button or link. This metric indicates how engaging and persuasive the content and call-to-action buttons are in any given email campaign. Email campaign CTR’s can turn out to be low if they do not motivate the user to take the intended action. And this can translate into a low email marketing ROI. CTR can be improved by creating relevant and valuable content, using a clear and compelling call-to-action button and designing responsive and user friendly email layouts. 

Read More on Role of Automation in Email Marketing: Time-Saving Tips and Strategies 2024

Conversion Rate: 

The emails that have managed to gain the desired outcome like a purchase, a sign-up or a download make up the conversion rate. Conversion rate is a clear indicator of the efficacy of any email campaign. If the email campaigns are not in alignment with the business goals it can result in a low rate of conversion and hamper email marketing ROI. Conversion rate can be improved by audience segmentation depending upon preferences and behavior, offers and discounts to create a smooth and seamless customer journey. 

Unsubscribe Rate: 

This metric is made up of the percentage of emails that led its recipients to click unsubscribe. Unsubscribe rate is a key indicator of how satisfied and loyal the email subscribers are. Email campaigns that translate into a high unsubscribe rate signal that the emails are irrelevant or annoying the users which can adversely impact the email marketing ROI. To reduce the unsubscribe rate marketers must respect the user preferences and consent, they must provide value and deliver quality and avoid sending too many or too few emails.  

How CleverTap Can Help Improve Email Marketing Metrics

CleverTap is a robust customer engagement and retention platform that helps brands drive growth with hyper personalized customer experiences. CleverTap allows marketers to analyze user behavior, create targeted campaigns to boost conversion and drive growth.  

CleverTap offers features and capabilities that can help marketers track email marketing metrics and boost ROI.

Customer Data and Analytics

CleverTap has the power to harness big data and drive targeted customer engagement through features like automated segments, advanced analytics and actionable intelligence. CleverTap can collect and unify customer data from multiple sources and touch points, create dynamic segments based on real-time behavior and attributes and gain deep insights into email campaign performance. 

Experimentation and Optimization

To unlock the winning customer engagement strategy CleverTap provides features like real-time experimentation, continuous testing and customer life cycle optimization. Marketers can run A/B tests and multivariate tests on the email campaigns to compare different variants and measure their impact on email campaigns, business goals and KPI’s

Personalization

Tailor customer interactions based on demographics, prior behavioral patterns, real-time interactions and recommend next best experiences to the users with CleverTap.  Marketers can leverage CleverTap to personalize email, subject lines, content and CTA depending on customer segments and individual profiles, and deliver contextual and timely emails that resonate with the user base to drive conversion.

Campaign Orchestration 

Automate customer engagement with CleverTap by leveraging multiple channels tailored and optimized for individual customer preferences and interests. Marketers can rely on the expertise of CleverTap to create and execute well-planned email campaigns along with other channels, such as push notifications, in-app messages and SMS and orchestrate cross-channel campaigns that drive conversions and retention.

Read how Swan orchestrates a highly effective user reactivation campaign with CleverTap

Clever.AI

Empower your brand with smarter, faster decisions with insightful, empathetic and prescriptive intelligence with Clever.AI. Leverage artificial intelligence and machine learning to automate and optimize email campaigns like predicting best time and ideal frequency to send emails recommending the best content and offer for each user, and identifying and preventing user churn.

Email marketing is a potent tool in every marketer’s arsenal but in order to achieve the best results from each campaign, constant monitoring and optimization is necessary. Tracking and analyzing email marketing metrics can help marketers identify strengths and weaknesses of the campaigns and tweak marketing strategy accordingly for optimum results. With CleverTap, brands can create personalized and effective email campaigns that drive conversions and retention, and enhance your email marketing ROI. To learn more, schedule a personalized demo

Posted on February 6, 2024