Each business activity you engage in should be accompanied by metrics or key performance indicators. It is only by measuring the effectiveness of every action that you can tell what’s working and what should be discontinued.

In an age where social media marketing seems to have taken over, email marketing continues to be a leading, tried-and-true method of generating leads and converting them into sales. Nevertheless, its performance depends on such factors as the type of email sent, the industry, geographical region, and the age of the recipients, among other factors. Given these factors, should businesses still measure the effectiveness of email marketing campaigns?

Importance of email marketing metrics

Email metrics will allow you to see how well your campaign is doing. While you may have a high open or click-through rate, you will not be successful if your audience does not react to the call to action.

A good email marketing campaign should be more about gaining long-term subscribers and keeping them engaged rather thus going beyond clicks and open rates. Measuring the performance of your campaign enables you to be more efficient with your energy and time as you concentrate on delivering relevant and targeted content.

Email metrics help you come up with a more streamlined and better sales process. For instance, by correctly interpreting the metrics, you will be in a better position to offer better and more appealing content. A few more reasons why you should come up with email marketing metrics are:

  • It will prevent you from overspending on an email marketing campaign that you do not need
  • You will be able to determine whether your subscriber list is growing
  • You will be better placed to keep your audience engaged as you fix emails that are flagged as spam or those that are not opened.

Examining email marketing metrics helps you gain insights that you can use to come up with changes in your strategy for better conversion rates. However, you need to set clear and specific goals. You will also need to identify relevant metrics for your specific activities or industry.