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Decoding the Language of Email Marketing KPIs and Terms

May 09, 20235 min read

Unravel the Mysteries of Email Marketing Metrics and Transform Your Strategy

Greetings, fellow entrepreneurs! As we continue our journey into the magical world of email marketing, it's time to delve into the enchanted realm of KPIs (Key Performance Indicators) and terms. Understanding this mystical language is essential for measuring the success of your campaigns and unlocking the full potential of your email marketing strategy.


Why It's Important to Know These KPIs and Terms:

By deciphering the mystical language of email marketing KPIs and terms, you'll be able to:

  1. Track the effectiveness of your email campaigns and make data-driven decisions

  2. Understand your audience's behavior and preferences

  3. Identify areas for improvement and optimize your strategy

  4. Measure your progress towards your email marketing goals


Terms to Be Aware Of:

 Here are some essential email marketing terms and their simple definitions:

  • Open Rate: Track this KPI to measure how compelling your subject lines and preheader text are. Example: If 100 people received your email and 20 of them opened it, your open rate would be 20%. Keep in mind that some people block open tracking on their emails, so this number isn't always accurate.

  • Click-Through Rate: Monitor this KPI to assess the effectiveness of your email content and calls-to-action. Example: If 100 people opened your email and 10 clicked on a link, your CTR would be 10%. However, some people have link tracking blocked in their emails and this number isn't always accurate.

  • Conversion Rate: Analyze this KPI to determine how well your email campaigns are driving desired actions. Example: If 50 people clicked on a link and 5 completed a purchase, your conversion rate would be 10%. You might not be able to track all of this depending on how someone closes the loop and buys - like if they have to book a call and then you close them on the call.

  • Bounce Rate: Keep an eye on this KPI to identify potential issues with your email list, such as invalid email addresses. Example: If you sent 100 emails and 5 were undeliverable, your bounce rate would be 5%. There are many reasons an email might bounch - like a typo, the address being cancelled, the server blocking it, etc.

I want you to remember that as you're getting started, you're establishing your own benchmarks. You can look up standard KPIs for these based on your industry, but your goal is to iterate and improve. Send emails, see what happens, and then make changes to do better with the next one.

You'll be able to see which emails are failing and which are succeeding with YOUR audience and YOUR business. That's more valuable than any industry benchmarks.


Things to Watch Out For

While tracking KPIs is essential, it's important to avoid common pitfalls, such as:

  1. Obsessing over KPIs when you have limited data: It's essential to gather enough data before drawing conclusions or making decisions based on your KPIs. Give your campaigns time to generate meaningful insights.

  2. Focusing on vanity metrics: Don't get too caught up in metrics that look good on paper but don't drive real business results. Focus on KPIs that align with your overall email marketing goals.

  3. Ignoring the bigger picture: While KPIs are important, remember to consider qualitative factors, such as subscriber feedback, to inform your email marketing strategy.

  4. Getting frustrated and quitting: It can be frustrating if you see other people doing better or you're not  hitting industry benchmarks, but don't give up. Keep trying for continual improvement.


How to Start Tracking Your Email KPIs

So, fellow adventurers, it's time to embark on your quest to decode the mystical language of email marketing KPIs and terms. Embrace the magic within the numbers and transform your email strategy into a powerful force for your business.

To start tracking the enchanted email KPIs and unlock their full potential, follow these magical steps:

  1. Choose your KPIs: Begin by identifying the KPIs that are most relevant to your email marketing goals. Focus on the metrics that will provide the most valuable insights for your business and target audience.

  2. Set up your email marketing platform: If you haven't already, choose an email marketing platform that enables you to track the KPIs you've selected. Many platforms, such as Mailchimp, ConvertKit, or Sendinblue, offer built-in analytics features that make it easy to monitor your email marketing metrics.

  3. Establish benchmarks: Before launching your email campaigns, gather baseline data to establish benchmarks for your KPIs. This will help you assess your performance and set realistic goals for improvement.

  4. Implement tracking codes and tags: Depending on the KPIs you've chosen, you may need to implement tracking codes or tags in your emails or on your website. This will enable you to track actions such as clicks, conversions, and other desired outcomes.

  5. Launch your email campaigns: With your KPIs selected and tracking in place, you're ready to send out your email campaigns. Remember to continually refine and optimize your content, subject lines, and calls-to-action to improve your KPIs over time.

  6. Analyze your data: Regularly review your KPI data to identify trends, patterns, and areas for improvement. Use this information to inform your email marketing strategy and make data-driven decisions that support your goals.

  7. Iterate and optimize: Based on your KPI analysis, make adjustments to your email campaigns to improve performance. Continuously test, learn, and refine your strategy to maximize the impact of your email marketing efforts.

By following these steps, you'll be well on your way to mastering the art of tracking email KPIs and harnessing their magical power to transform your email marketing strategy.

Email Marketing KPIsEmail Marketing Terms
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Christina Hooper

Business Design Consultant 🚀 Building Your BLUEprint for Success & Fulfillment 🐉Conquering Dragons 🔮 Turning Dreams Into Realized Plans 🥳 Having Fun on the Way

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