Email marketing stats and metrics: what do I need know to measure the success of my efforts?

18.06.2013 0

Measurability is undeniably one of the biggest advantages of email marketing and other digital marketing methods. In many of the more traditional marketing methods, such metrics and statistics are never available. If someone opens up your printed prochure sent via post, you will never be able to see if it's opened or not. With email marketing however there are many statistics and metrics that you can immediately benefit from. We decided to take a closer look at a few of them:

Bounce rate

If and address is bounced, it means the message was not delivered to the recipient. The amount of succesfully delivered messages in relation to the bounce rate is an important metric while measuring the quality of your recipient lists. The higher the bounce rate, the poorer the quality of a list usually is. Quality is also important in terms of spam filters since a delivery with a significantly high amount of bounces or old addresses might easily end up in a spam filter. Ending up in a spam filter might in worst cases jeopardise the entire server and get it black listed. Getting out of a black list, again, might be difficult unless serious cautions and actions are executed with haste.

This is one of the main reasons why developed email marketing software providers usually have automatic cleaning of bounces built-in in their system. In this case the provider automatically cleans out emails that have permanent errors (bounced certain amount in a row, within a certain time period etc.) However, this doesn’t remove the responsibility of a sender to have updated, targeted lists with good quality. The sender always has the responsibility of their own lists. Good quality lists also enhance the effectiveness of the campaigns and thus improves the effectiveness of the entire email marketing.

Recently many purchased lists have caused a lot of problems because of old data and spam trap addresses. This is why special attention should be given to he bounce rate if purchased or rented lists are used to enrich the recipient lists.

OR (Open ratio)

OR (Open ratio) tells you how many and which percentage of your emails were opened. However, the measurement of open rate is hardly ever completely trustworthy. This is because in many cases an open might be interpreted wrong. A preview window for example could be counted as an open although the person at the other end might just be scrolling through his/her emails to delete them. For this reason, rather than Open Ratio, the Click-through-ratio should be looked at.

CTR (Click-Through-Ratio)

CTR (Click-Through-Ratio) tells you how many and which percentage of the receivers click on a link in your newsletter. CTR is the single most important signal of how well your newsletter has been received. If your content is interesting and the newsletter is structured wisely, the receivers will most likely want to read more on your website or landing site. By following your CTR regularly you might get valuable information of what your target groups are most interested in.

Time of open

Analyzing the time of open in your newsletters could bring you valuable information on your receiver’s preferences. In developed email marketing tools the time of open can usually be measured both by hour and by day. The preferences for sending an email might be very different with consumers, entrepreneurs and business-to-business communications for example. The most important thing is to take your own recipients into consideration and constantly follow their preferences. ”Always send newsletters on Tuesdays” might be true today but not in six months. It might also be a good idea to sometimes try hours that might not feel convenient: reaching someones mailbox when no-one else does might bring you great advantage.


A heatmap gathers all links and clicks on your newsletter in a graphic map showing which pictures and links have reached the most clicks. A heatmap gives you a great overall picture of which parts of your newsletter worked well and which not as well. You could also use the heatmap to develop your communications further: it might give you a good insight on where to place your most important links to.

Use of mobile email

In developed email marketing software you can see the division between mobile email and desktop users among your receivers. This is an important metric while considering whether or not to design your templates responsive. If a good portion of all of your readers are using mobile email, it might be worthwhile to consider a responsive email template. If a newsletter template is designed responsive, it scales automatically to the right width and view regardless of the receivers end device thus always giving an optimal view to the reader.

Email client distribution

In addition to the amount of mobile email users, in developed email marketing software an email client distribution is available. By looking at this metric you can see the division of different email clients, mobile and desktop thus giving a an insight of the most popular clients as well as age of the email clients used. This metric is a good check list to see whether or not your software provider is testing your templates with the appropriate clients.

All of the above metrics are available in LianaMailer, the power tool for email marketing. Contact us to get a free demo!

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