Posted by: Neil Broome, Marketing Coordinator

Email is a very cost effective tool that reaches thousands of people at once and creates qualified leads for your business. Before sending out an email, be aware of some basic email metrics that you should use to track your email campaign’s success.

Sends
-The number of email addresses in the list you’re sending to.

Bounce Rate
-The total number of emails that were returned as undeliverable divided by the total number of emails sent. Multiply the number by 100 to express the result as a percentage. This helps you gauge the cleanliness of your database and is an important metric because each time you send an email to an undeliverable address, you risk being labeled as spam. After each email send, check the bounced addresses and delete them from your database.

Open Rate
-This metric is important when tracking how many people actually opened the email. It can be especially helpful when you are testing different subject lines, as it will tell you which was more effective in enticing the audience. It is the total number of emails opened divided by the total number of emails delivered. Multiply the number by 100 to express the result as a percentage.

Link Clicks/Image Clicks
-Knowing how many readers clicked a certain text link or linked image within your email is a good tool for noting what engaged your readers, or which offer they responded to most.

Click-through Rate (CTR)
-To determine CTR, divide the number of unique click-throughs by the number of emails delivered. Multiply the number by 100 to express the result as a percentage.

U.S. and International Leads
-Knowing who responded to your call-to-action, clicked and actually completed the action, such as registering for an offer on your site or performing a download, will help determine which recipients will be interested in future emails and will also help you know when your lead is ready to talk to the sales team.

Opt out/Unsubscribe
-Make sure you track who has opted out or unsubscribed from your emails. This will help keep your email integrity intact and will also help you determine if the email topic engaged the readers.

This is a very basic list for email metrics and can change depending on your business goals and objectives. The more metrics you track, the more insight you’ll have for your next campaign.