Acquisition KPIs include the number of active contacts , meaning those who have recently interacted with your brand, and the segmentation of the prospects you have available : these are contacts who are ready to become customers - for example, because they have added products to their cart - or contacts who are ready to convert, such as those who have entered their payment information.
Engagement KPIs
Engagement KPIs are the most classic ones in email marketing, which doesn't make them any less useful. They are the following:
Number of emails delivered (deliverability)
How many of the emails sent arrive in the recipient's inbox? Not all. In fact, the deliverability rate almost never reaches 100%.
This KPI goes hand in hand with the inbox placement rate, because an email delivered directly to spam is worth much less than one that manages to arrive in the inbox.
Open rate
The percentage of opened emails compared to those delivered indicates, for example, whether the work on the message has worked or not. Is the title optimized and personalized? Then the value of this KPI is destined to grow… A good open rate should be around 15-20%.
Click-through rate
How many people (of those who opened it) clicked on a link in your email. Of course, you need to understand which link the user clicked on and why: clicking on the unsubscribe, for example, is a bad sign.
Bounce rate
The percentage of emails that are “rebounded” and not delivered. There are two types of bounces: hard, when the address is incorrect or no longer exists, and soft, when delivery is not made due to a temporary event (full inbox, server down, etc.).
In the first case, you need to act by cleaning your database: those addresses will never work, so it is better to delete them.
In the second case, the system will usually try to deliver france telegram mobile Phone Number list the message again.
Unsubscribe rate
The higher it is, the more users unsubscribe from your database: it is a fundamental KPI to understand, for example, if the message you send is interesting, or if the new segmentation you have implemented is spot on or not.
If a person abandons you, it is not necessarily a bad thing: they were not interested in you and their departure can only improve your deliverability.
Spam Reporting Rate (spam rate)
If people are reporting you as spam and maybe you also have a rising unsubscribe rate, maybe you should reconsider your strategy or your message. Or both.
Not to be confused with the spam score, which is the score that ISP (Internet service provider) anti-spam filters assign to incoming emails to make them land directly in the spam folder.
Device Division
This KPI is very useful for understanding if the responsive theme you use for emails is really bringing benefits. Is the CTR very high on smartphones? Then it's perfect.
Is the open rate higher on computers? That long email subject that your copy so lovingly created works if it has more pixels of space. Maybe it should be shortened for mobile users.
