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What are the best email marketing campaign content to track

created on 20 May 24 Sunday 21:56

email marketing kpis

Marketing a business brand has proven to be the most effective sales task force that enables the business to maximize its sales and build customer relationships. It is also one of the best ways to track and collect customer data that helps in designing the best customer-based brand. However, marketing is not a simple and easy thing to do.

Digital marketing has come on top of markets list to ensure that they create enough awareness of their brands. Through email marketing campaigns, marketers can reach most of the potential customers and influences their buying behavior. In all the digital campaigns, a marketer can engage in, email marketing has proven to be the highest return on investment (ROI). Although email marketing has a lot of risks, it is worth it.

Like any other marketing process in your business, performance management dominates email marketing. The email marketing campaign is the best marketing campaign every marketer thinks of but without performance, it is useless as any other under-performing marketing strategy.

What exactly is email marketing?

best kpis b2b email marketing

Email marketing is simply sending a commercial mail to email users. It is aimed at creating awareness of the available brand and offers. Email marketing involves the sending of advertising, business request and sales offer typically, to a group of customers using email. It targets both new and existing customers.

Email marketing help create awareness and increase sales as well as reminding the customers of your brand. It is also a way of creating new subscribers. Statistics show that over 80 % of customers purchasing behavior is influenced by a friend. Sending emails to existing loyal customers is one lead of venturing into a new market.

How to make email marketing effective

Effectiveness is the act of making your tools or processes more productive and less costly. Email marketing is an investment you make towards increasing sales. If it is an investment, it means at a point it has to mature and pay you back. It is of no advantage if you invest in a project that does not return. Return on investment is an important aspect investor watch closely and the moment you realize that the ROI is low, such a project isn't worth your time.

The only way of making your email marketing effective and successful is doing everything right. The marketing email content isn't like any other email message. It should be well designed in the context of creating awareness and persuasive that the customer will want to know more about. If you are getting a lot of bounces, it means that your mails lack good context or spam.

One way of ensuring your emails are effective is by tracking various metrics indicators that evaluate email marketing performance. Before I talk about these metrics let's look at the email marketing content.

How can you avoid mistakes in email marketing?

The worst enemy of business is making mistakes. While you are fighting on how to get your feet back on the ground your competitor is far away. You should try as much as possible to minimize errors or even manage zero errors in your process. Customers are sensitive and once you mess, it affects your brand relationship with the customer. Avoiding mistakes is one key element of success.

In email marketing, a lot can go wrong. Other marketing strategies are between customer and business but here the email provider works to protect its user (customer) from spam. If you go too hard on the subscribers they will possibly report on spamming and this is the common mistake that you can violate. Other mistakes include selling too hard, failing to optimize, not having clear calls to action, avoiding segmentation and other email creation mistakes.

In brief, the one way of eliminating such mistakes is by creating a decent email message. This strategy helps you create a good email marketing message that will ensure that things go the right way.

  1. Establish your goals - define your goals clearly
  2. Build your email list – segment your subscriber list and update it regularly
  3. Select the type of campaigns you want to send – evaluate the best campaign
  4. Create your first campaign – be orderly, perfect on the customer requirement
  5. Measure your results – be a result concerned marketer, evaluate your goals.

The ideal technology behind email marketing automation


Email marketing depends on these two online technologies to fulfill their mandates. It would have been a bulky task for email marketing without this automation. While the above is a general guideline, consumer’s preferences and tastes are so dynamic that today's email might not be relevant tomorrow. It is important to understand to adapt to the changes. 

#1 Campaign monitor

Campaign Monitor is an online technology platform that drives email marketing and automates its operation. It allows you to use an automated variety of messages which include welcoming a customer, sending a reminder on upcoming events, sending happy birthdays. These automated email messages build a relationship with your subscribers, increase engagement and drives sales or your desire results.

#2 Sendinblue

Sendinblue is an online tool empowering email marketing to build and grow the relationship between subscribers. It uses email campaigns, automated transactional and marketing workflow and even SMS messages. It has an advance email feature which allows the user to know when the recipient has opened the mail and adjust the content. This increases engagement.

#3 The most important contents every email marketer should track

The email marketing campaign is quite different from other marketing campaign but it does not mean you should not track performance. Performance in email marketing is aimed to evaluate the campaign and how well your emails contribute to digital marketing performance. Below is the most tracked important email marketing content.

  • Open rate
  • Click-through rate
  • Conversion rate
  • Bounce rate
  • Unsubscribe rate
  • List growth rate
  • Spam complains
  • Forwarding rate
  • Engagement over time
  • The overall return on investment

1. Open rate

The open rate is the number of email subscribers who opened sent emails. In all the emails sent to subscribers, not all are opened. The rate at which the sent emails are open is tracked to evaluate how many subscribers are active. The tracking open rate also gives you the insight to evaluate the serious and potential customer subscribers.

Hitting around a 25 % open rate indicates good work; doing above this is even great. Therefore your KPI should be designed to track the open rate. It is important to know how your subscribers open the links and avoid the bounces. The more bounce rate means you have fake subscribers or the content in your emails is not well designed. 

2. Click-through rate (CTR)

Click-through rate helps you determines how your marketing campaign is doing. It shows how many subscribers click the link in the email. You will be able to track your subscribers and how they respond to sent mail with Sendinblue.

To optimize the click rate in your email marketing campaign, it is important to create an eye-catching call to action link that the customer will be attracted to. Remember this is a marketing commercial message you are sending not an informal conversation. It is meant to influence customer purchase decisions.

3. Conversion rate

Email marketing conversion rate KPI measures the rate at which the email recipients open your messages and completed the action. Remember the link you are sending when open it callings on the potential customers to take a specific action. Action like visiting a web page, offer on your brands, or any other action as stated on your goal.

You calculate the conversion rate by dividing the number of recipients who completed a desired action by the total number of emails delivered. Like the other percentage-based KPIs, you multiply that resulting figure by 100 to get your percentage.

A good email marketing conversion rate percentage varies depending on the type of email sent or the action you want the subscribers to execute. Usually, a good email marketing standard rate is 1% with other tools like sumo puts it at around 1.9 %. If your email marketing conversion percentage hits something higher than 2%, then your marketing campaign is successful in generating interest.

4. Bounce rate

The bounce rate is the percentage of emails that were undelivered. Typically they are failed emails and they return to the sender. The bounce rate happens in two scenarios. When you got the email wrong (hard bounce rate) and when there are temporary delivery issues which cause the email delivery to fail (soft bounce rate).

A bounce rate KPI is one of those emails marketing KPIs that you’ll want to keep as low as close to 0%. However, the average bounce rate metrics for email marketing varies with brands and business.

The idea is to keep this as minimal as zero percent. Therefore, reevaluate your email list .  Many bounce emails occur because the email addresses are fake or no longer exist. See if there are contacts you haven’t gotten any opens, clicks, or engagement. Filter them out and update your list.

You have got email marketing automated tools that will help with this, it never that hard thus you should keep the bounce rate to 0%. High Bounce rate tells you that you have a fake email address or you have gotten the mails wrong and sometimes it is disappointing. It is important to keep your subscribers list up to date.

5. Unsubscribe rate

Unsubscribe is a disappointing term that every email market does not wish to see but they are more common if you fail to create a meaningful message. Unsubscribe refers to the rate that subscribers remove their email address from your mailing list.

 In email marketing metrics, the unsubscribe rate measures the percentage of recipients who opt out of your email list. This means that the subscriber is not interested in any further communication dealings with you. It is also a risk of reporting you to the email provided for spamming.

Email unsubscribe rate is expressed as the number of unsubscribed emails divided by the number of messages delivered then Multiply this number by 100 percent to get a percentage. The standard average unsubscribe rate for email depends on the industry you are in, but anything resulting rate  below 0.5%  is considered not bad.

Here is how you can reduce you unsubscribe rate

  • Update your mailing list - Filter your list; ensure that you are emailing people who have agreed to receive messages. Take a mail survey and make sure that you give an easy opt-out method. Continuously refresh your list by adding new and interesting contacts while letting go of the old and inactive possible unsubscribe. New subscribers are open to receiving news and special offers and at the same time a way of possible new referrals to their friends. 
  • Make your emails responsive - Email marketing open rates on mobile are skyrocketing when optimized. If you have not optimized for mobile you should seriously consider this and act now before unsubscribing rate shoot. This could be a contributing factor for a high unsubscribe rate, consumers do not like wasting time on websites that take long to match their search.

6. List of growth rate

Email list growth rate shows the percentage increase in your subscribers, it shows how fast your email list is growing. It also considers the unsubscribe list and invalid emails. List growth rate KPI is one of the most important email marketing KPIs metrics indicating the health of your email. To get an effective growth rate constant refreshing on new subscribers is needed.

The list growth rate is calculated by subtracting the total number of subscribers lost and the number of invalid emails from the total number of subscribers you’ve gained. The answer is then divided by the total size of your list and then multiplies the result by a hundred to get a percentage.

A good email marketing campaign needs a positive list growth rate of 25% or above yearly. This percentage reflects constantly maintained subscribers. Generally, email marketing list withers or decay, with about 22.5% rate expiring each year. Therefore, before it too late, it is important to focus on growing your email list and reducing the number of unsubscribes or else your email list will ‘decay’.

The below two practices ensures that your email list growth rate increase and unsubscribe rate is decreased. It is simple to manage it if you respond with these;

  • Host a contest - The simplest way of capturing more addresses from interested customers is to host a contest for your product or service. For example, you can ask people to enter their email address as eligibility for a free giveaway. The winner is picked at random. By doing this you would have enrolled new subscribers to subscribe to your email and create awareness of your brand. This also will help reduce spam messages to the user as they have already known you brands and email.
  • Get feedback on unsubscribes - Unsubscribing is a rule recipient enjoys in email marketing. They are offered a way to unsubscribe and report possible spam. It is freedom subscribers enjoy and sometimes misuse it. But you may not know that you can get feedback while doing it, several automated tools request for the reason or survey why the recipient is unsubscribing. Mostly when you click “unsubscribe,” you are present a multiple-choice or text box asking you to provide feedback. This automated Feedback will help you know the reasons why the user unsubscribes. Knowing the reason helps you reduce the unsubscribe rate in your email.

7. Spam complains

It can be very discouraging for your emails to get marked as  spam . You may prefer to ignore these instances but it’s important to pay attention to spam complaints.

Email service providers want to ensure quality and track spam complaints. If this rate gets too high, your email service provider may take action against you and block your account.

Your email service provider will likely track this number for you, but you may want to keep an eye on it yourself to make sure that nothing is technically wrong with your emails and that your copywriting meets your desired standards.

8. Forwarding rate

Your campaign’s forward and sharing rate indicates how frequently your subscribers forward your emails to others. It also reveals when users click on a social share button within your email to share its content on channels like Twitter or Facebook.

This metric has outstanding features that reflect the level of enthusiasm for your messages and reveals if you’ve gotten any referrals.

Referrals are one of the best ways to add new subscribers to your email list. When your existing subscribers are forwarding or sharing your emails, it means they are referring you to other potential new subscribers for you.

9. Engagement over-time rate

Customer engagement is a wide and important thing that builds and strengthens your relationship with the customer. Engagement over time tracks the metrics on the best times in a day to send messages. It provides the information on the most likely time you will get the highest click rate for your emails.

Engagement over time rate exploits the automation in your email service provider to send emails based on customer behavior or trigger. Some email service providers have automated this feature to help gather the information for you but, I suggest it is best to still have your KPI to track them. However, if you think your email provider cuts the cost of and reduce the congestion on your overall email marketing KPI dashboard, it will still offer the best.

10. Overall Return on Investment

Return on investment (ROI) KPI is one of the most important metrics that indicate where the business is heading. In email marketing, it is yet the same story again. ROI KPIs have proved to be the most essential metrics to track. Even in digital marketing, you find the metrics to be crucial.

I can say that the ROI metric is a must measure element because it tells you how cost-effective your emails are. Typically, ROI measurement on the overall revenue generated by an email marketing campaign that evaluates if the resources you have invested earns a profit. It is measured against the cost of managing that campaign.

The cost of managing the campaign should include the cost and salary of the individual doing email marketing. Positive email marketing ROI means you’re making a profit from your campaign leads. It is a comparison to how much you're spending to run the campaign over the collected revenue tied to this email marketing leads.

The techniques of increasing your ROI are as follows:

#1 Segment your email list

One mess email marketer can make is avoiding the digital market segmentation. Segmenting your email list  allows you to send personalized messages to each subscriber. A customer feels good when addressed by the name and with a unique touching message. Designing a well-crafted message will ensure that the customer is persuaded not only to click but it also influences the purchase decision. Remember this is a marketing message, it is meant to create awareness of your brand and persuade the potential customer to a buy decision.

Segmenting consumers categorize each subscriber into distinct groups based on similarities. Consumer’s behavior is a marketer manual to identify the nature of the customer. The traits a customer display as far as your brand is a concern is a weak point you should major on.

Such behaviors as on-page behavior, personas, age, living standards, etc are the segments that you will define a customer. By sending targeted messages to each separate group, you can increase your chances of making a sale and subsequently increase ROI. 

#2 Schedule emails for optimal days and times

Ideally, subscribers have some specific time and days where they are more available and willingly open every mail sent to them. As an email marketer, you should priorities your email based on these traits. The priority should be the days or hours when the customer clicks and views your emails the most.


All these content metrics are the most and effective content every email marketer should track. You will be surprised how good your email campaign will be if you stick to this. Another thing you should never forget is the Average Order Value KPI; it is an essential tool that is used to measure merchandise results over a specific period.

Note that even if you perfect the tracking of these contents and ignore the effectiveness of your KPI you are doomed to fail.