Email is one of the highest-converting marketing levers when implemented correctly. The reason email performs so well is simple: subscribers are usually engaged with your brand, qualified, and the email is addressed in a personal way. The same goes for Facebook ads, which also offer excellent conversion rates .
Creating a newsletter that gets opened , read , clicked , and generates few unsubscribes isn’t easy, but it’s entirely possible by following the steps detailed below in our email marketing tutorial. The secret lies in two things: measuring your statistics (key email marketing KPIs) and continually improving your best practices . Let’s take a closer look at these two fundamentals here.
Email Open Rates and Click-Through Rates in 2016-2017
Starting with the right benchmarks in mind will allow you to set greece whatsapp data and improve your own goals to optimize your email campaigns.
Definition of performance indicators
Open rate: Number of emails opened / Number of successful emails x 100
The open rate is calculated based on the number of emails that reach the inbox, not the number of emails sent. It reflects the level of relevance between the subject line of the email and what the recipient is expecting .
Click-through rate: Number of clicks/Number of successful emails x 100
The click-through rate reflects the attractiveness of the email content : design, presentation, positioning of CTAs.
Reactivity rate: Number of clicks/Number of opens x 100
The reactivity rate is close to the click rate. It is used to assess the relevance of content (offers, articles, messages) to the recipient's needs and context.
Unsubscribe rate: number of unsubscribes / number of successful emails x 100
The unsubscribe rate can be associated with several factors: fatigue, unwanted emails, too high frequency, etc. This rate decreases over time if you start with an imported contact base and stabilizes after 5 campaigns.
NPAI: Number of bounced emails / Number of emails sent x 100
NPAI are emails that are not delivered. There are two reasons for this: soft bounces (the mailbox is temporarily saturated) and hard bounces (the address does not exist). NPAIs are very high if you buy an email base whose origin you do not know. On the other hand, they are very low if the target audience subscribes to your newsletter on their own.
Spam Rate: Number of Complaints / Number of Emails Sent x 100
Forced subscription to a newsletter can cost the author dearly. Messaging systems are becoming increasingly impervious to unwanted emails, and Internet users are not doing spammers any favors. Since spam filters are shared, if multiple recipients designate you as a spammer, you are very likely to be blacklisted quickly.