Discover the secrets to success in email marketing thanks to our performance analysis!
What is the key indicator of a successful email campaign?
When a company wants to set up an email campaign, it is crucial to be able to identify the key data allowing it to evaluate the performance of this marketing strategy. This evaluation is based on the study of seven main indicators, called KPIs, which are determining factors for the continuation of an email campaign.
The bounce rate
The bounce rate corresponds to the percentage of undelivered emails compared to the total number of emails sent during the campaign, multiplied by 100. The lower the bounce rate, the more it means that recipients opened the email, which guarantees the reliability of the data collected by the company. It is important to regularly reassess this bounce rate throughout email campaigns in order to have a correct and committed list of email addresses.
Click rate
Click-through rate measures recipient engagement with the email content. It makes it possible to evaluate the relevance of the subject of the digital message and is calculated as follows: (number of clicks on a link / number of emails delivered) x 100. This is an essential indicator for refining its communication strategy and adapt as best as possible to the needs and habits of recipient customers.
The deliverability rate
Deliverability rate is the metric that measures the number of emails delivered compared to the number of emails sent, multiplied by 100. The results must indicate a rate of at least 90%, otherwise it is necessary to check reliability email addresses from the list as well as the absence of technical problems when sending the email to the target clientele.
The reactivity rate
The responsiveness rate is an even more precise indicator than the deliverability rate or the opening rate. It measures the number of recipients who opened, read and clicked on one of the links in the email, compared to the total number of subscribers. A low responsiveness rate means poor adaptation of the email campaign to customer needs.
The conversion rate
The conversion rate is the main objective of email campaigns, because it measures the conversion of recipients into subscribers, then into loyal customers. Although the average rate is around 5%, it can be improved by refining the call to action, for example, or personalizing the content to better meet the expectations of the target audience.
Unsubscribe rate
The unsubscribe rate corresponds to subscribers’ choice to no longer receive email campaigns from the company. This unsubscribe can be motivated by different problems, such as sending emails too frequently or poor targeting of potential customers.
The protest rate
Dispute rate occurs when recipients report the email as spam. This means that they consider your email spam and have no interest in it, leading to a loss of subscribers or even negative returns for the company.
Why run email campaigns?
Carrying out email campaigns is an effective way for a company to make itself known and develop its presence on the web. Thanks to regular and personalized communication, it is possible to promote products, increase brand awareness or even build customer loyalty. All these factors contribute to the growth of the company and its sustainability!