Analysis of an emailing campaign to succeed your projects!
Have you put in place an email marketing strategy to boost your sales, loyalty to your customers and generate new leads? Congratulations, you made the right choice! Emailing remains one of the most powerful and profitable channels to achieve your business goals. But be careful, the effectiveness of a campaign is not simply the fact of sending emails to everything. To really get the best out of this lever, it is essential to monitor and analyse the performance of each of your shipments.
This is where the famous key performance indicators (KPIs) come into play. Opening rate, click rate, conversion rate, unsubscribe rate, delivability rate... These metrics are essential to assess the relevance of your messages and the commitment of your audience. By regularly monitoring these KPIs, you will be able to accurately identify the strengths and weaknesses of your emailing strategy, and to activate the right optimization levers for ever more impact. For example, you will be able to determine the objects and content that generate the most openings and clicks, identify any problems of delivability that prevent your emails from arriving in inbox, or segment your contact base according to their responsiveness to best customize your next shipments. But to go even further in the analysis and really maximize the ROI of your campaigns, there are many other indicators to consider, such as the reactivity rate, the complaint rate, the rebound rate or the email conversion rate.
More advanced KPIs that will give you a complete vision of the performance of your email marketing, from sending to the concrete results generated (sales, leads, traffic...).So, ready to go through your emailing campaigns to finally achieve your goals? In this article, we will see together what KPIs are essential to follow, how to analyse them effectively and especially how to use all this data to optimize your strategy and boost your ROI.
You must do the same to analyze your website data. For an optimal analysis of all your statistics, and tailor-made support on the management of your marketing campaigns, contact an agency specialized in the Website development in Agen.
How is an email marketing campaign going?
Before launching an emailing campaign, you have to define specific objectives: generate leads, sales, traffic on the website...
This will guide the choice of content and calls to action. Next, a database of qualified contacts must be created, ideally in double opt-in.
Segmentation allows you to send personalized and relevant messages to each target. The design of emails must be treated, with a catchy object, responsive design and content with added value encouraging action via call-to-action buttons.
After sending via an email tool, you have to analyze the results to optimize the next campaigns:
- Opening and click rates
- Conversion rate
- Unsubscribe and complaint rate
- ROI
A dashboard is used to track the evolution of these metrics over time.
What are the key indicators for emailing?
To measure the performance of your email campaigns, focus on these main KPIs:
- The rate of delivreability: emails arrived in inbox without error (hard or soft bounce). A high rate indicates good database quality.
- The opening rate : number of unique openings / number of emails delivered. It depends on the object line, the sender and the preheader.
- Click rate (CTR) : number of unique clicks / number of emails issued. A good rate proves interest in content and offers.
- Reactivity rateNumber of clicks / number of openings. It measures the email's ability to push the click.
- The conversion rateNumber of shares (sale, lead...) / number of emails issued. The key indicator of profitability.
- The rate of unsubscribe and spam complaints : to be monitored to preserve its delivreability and reputation.
An example of calculation formulas is:
| KPI | Formula |
|---|---|
| Rate of delivreability | Emails issued / Emails sent x 100 |
| Opening rate | Unique openings / Emails issued x 100 |
| Click rate(CTR) | Unique clicks / Emails issued x 100 |
| Reactivity rate | Unique Clicks / Unique Openings x 100 |
| Conversion rate | Conversions / Emails issued x 100 |
| Unsubscribe rate | Unsubscribe / Emails issued x 100 |
By analyzing these key indicators, you can accurately measure the effectiveness of your email campaigns and optimize them to achieve your goals. Do not forget to always test and adjust your emailing tactics according to the results to maximize your ROI.
What can influence an email campaign?
Several key factors can impact the performance of your emailing campaigns and make vary your main KPIs such as opening, clicking or unsubscribe rates. First, the quality of your database is paramount.
Make sure you only target contacts that have explicitly agreed to receive your communications (opt-in). Regularly remove invalid (hard bounce) and inactive addresses to maintain a "clean" and committed list. Personalization also plays a major role. By finely segmenting your base and adapting content to each profile (interests, purchasing behavior...), you will increase the relevance of your messages and thus their impact. Also make sure to optimize your objects and content. A catchy object will encourage the opening. Clear, concise and visually attractive content, with a strong action incentive (CTA) that is visible, will encourage clicks and conversions.
Finally, deprivability is a key point not to be overlooked. To prevent your emails from ending in spam, use a reliable sender address, a professional mailing tool and follow good practices (unsubscribe link, reasonable frequency...). By regularly analyzing your sending statistics on all these aspects, you can identify optimization levers to continuously improve the results of your email campaigns.
What's a good delivability rate for an email?
The delivability rate measures the proportion of emails actually received in the recipient's inbox, without error. This is a key indicator of the quality of your database and your reputation as a sender. In general, a good rate of delivreability is considered to be above 95%. Below this threshold, a significant part of your emails do not reach its target, which impacts all your other performance indicators. To calculate your delivreability rate, use the following formula:
Rate of delivability = (Number of emails sent - Number of bounces) / Number of emails sent x 100
If you notice a low rate of delivreability, act fast! Remove invalid addresses (hard bounces), set up a double opt-in process for new entries, finely segment your shipments and customize your content to increase engagement. Also closely monitor your complaint rate (spam) and unsubscribe rate, other strong signals sent to ISPs. Always respect the will of your contacts and facilitate unsubscribe.
By applying these good practices, you will preserve your reputation and optimize the delivability of your next email campaigns.
What's a good click rate for emailing?
The click rate (or CTR - Click Through Rate) indicates the proportion of recipients clicking on at least one link in your email. It is an excellent indicator of the commitment and interest generated by your message.
To calculate your click rate, apply the formula:
Click rate = Number of single clicks / Number of emails issued x 100. Average click rates vary greatly by industry and email type
Nevertheless, it is generally estimated that a good click rate is between 2% and 5%. Beyond that, we can talk about very good performance. To boost your click rate, make sure to write your emails with relevant and value-added content for your targets. Segment your shipments and customize the messages. Integrate clear and visible call-to-action (CTA) prompting click. Test different locations, formulations and formatting of your links/buttons. Analyze the results to identify best practices. Also follow your reactivity rate (or CTOR - Click To Open Rate), which reports the number of clicks to the number of openings.
This will allow you to better evaluate the quality of your content. By combining these different approaches, you can significantly improve the click rate of your emailings and generate more traffic and conversions to your website. In summary, to conduct effective email campaigns, keep an eye on your key indicators at each send: rate of delivability, rate of opening, rate of click, rate of unsubscribe...Continuedly analyze and test to identify best practices, and optimize your emailing strategy and ROI over the long term.
What is a good conversion rate for emailing?
The conversion rate is the key indicator to evaluate the overall performance of your emailing campaign. It measures the proportion of recipients who have completed the expected action after clicking on a link in your email (purchase, registration, download...).
This rate is calculated as follows:
Conversion rate = Number of conversions / Number of emails issued x 100. Unlike opening or clicking rates, there is no "good" universal conversion rate. It all depends on your industry, the type of email sent and the target. On average, we see conversion rates between 1% and 5% for a newsletter. For a transactional email (order confirmation, cart abandonment...), rates above 10% are common.
Therefore, it is important to set its own conversion objectives according to its activity and history, and then to follow the evolution of this indicator over time.
To optimize your conversion rate, take care of every step of the user journey, from email to the landing page. Your message must generate interest and commitment with clear and persuasive content. Facilitate the transition to action with visible call-to-action (CTA) and an effective landing page. Finely segment your contact base to send the right message to the right target at the right time. Customize your emailings to the maximum according to profiles and behaviours to increase perceived relevance. Finally, analyze in detail the results of each campaign. Which sources and segments generate the most conversions? When in the life cycle? Cross your conversion rates with other indicators (click rates, rebound rates...) to identify key success factors and improvement points.
Most emailing and web analytics tools allow you to accurately track the number of conversions generated by each campaign and associated revenue. You can calculate your return on investment (ROI) and prove the impact of email in your overall marketing strategy. In summary, to evaluate and optimize the performance of your email campaigns, closely follow your conversion rate by putting it in perspective with your activity and objectives. Finely analyze behaviors to identify the most effective conversion levers. Test and continuously adjust your messages and landing pages to advance this rate and maximize ROI for each shipment. With perseverance and regular follow-up, emailing will quickly become one of your best channels to convert prospects and customers.