Understanding Your Email Metrics

Copy of Untitled 1

Whether you’ve just launched your first email marketing campaign, or you’ve been sending emails to your subscribers for a while, you want to keep improving your results. You’ll want to keep monitoring your metrics and make changes where necessary. Some metrics are more useful than others.

But what metrics are the most important?

Open rate

Number of Emails Opened / Number of Emails Delivered

As you might’ve guessed, the open rate indicates how many people open your email. Getting recipients to open your email in the first place is an early but important step. If you are looking for information on the “average open rate” you should expect to see, it’s really going to depend on the type of email you are sending, and who you are sending it to. No matter what you are sending out, you should look to improve this continuously, and try to avoid falling below a 25% open rate.

Word of caution, open rates can be misleading. They are tracked through a tiny, invisible pixel image that gets downloaded upon opening the email. Some recipients will have images blocked by their mail client and will not count as “opened”, and it will become more prominent with the upcoming releases like iOS 15. Open rates are best used comparatively to test your subject lines and find out which one attracts recipients most.

Clickthrough rate

Individuals Clicking Within Email / Number of Emails Delivered

Your clickthrough rate is the percentage of people clicking a link, image or video in your email. If you do include any of those in your email body, it’s a good metric to see if your email body is engaging your audience. The average clickthrough rate is around 2.5%. If somebody clicks two links in a single email, it will only count as 1 click. Hence why clickthrough rate is calculated using individuals clicking as opposed to total clicks.

Clickthrough rate gives a good indication of how well your overall email is accomplishing the call to action.

There’s a similar metric, click-to-open rate (CTOR). This metric shows the number of individuals clicking within an email, out of the total number of opened emails (rather than comparing it against the number of emails delivered). This way, you see how engaging your actual email body is for people who opened and read your email. The average CTOR is around 15%.

Bounce rate

Bounced Emails / Number of Emails Sent

The bounce rate measures the percentage of emails you attempted to send that failed to deliver. An acceptable bounce rate is below 2%. Anything above that, you’ll want to investigate.

High bounce rates can be caused by things such as failed attempts at buying email lists or by using an opt-in form without confirmation. For more information on what causes bounces and why it matters, check out this article about bounce rates.

Unsubscribe rate

Number of Unsubscribes / Number of Emails Delivered

While it can be demoralizing when people opt out of your emails, it can tell you when your content just isn’t working for your subscribers. The average unsubscribe rate is around 0.2%, although it depends heavily on the industry. Keep in mind, even with an above-average unsubscribe rate, your campaign can be performing great. If your unsubscribe rate suddenly spikes or is unusually high, however, it’s probably time to rethink your strategy.

List growth rate

(Number of New Subscribers – Number of Unsubscribes) / Total Subscribers

You’ll want your list to be continuously growing to expand your audience. Additionally, email lists have an average decay rate of 22.5% per year. That means you’ll want to keep eyes on your list growth rate to make sure it’s growing healthily.

The common misconception about list growth rate is that you always want the number to increase, however it is much more important to have quality rather than quantity. It’s better to have a list of 1000 engaged subscribers that are opening and clicking, rather than 100,000 unengaged subscribers. Having unengaged subscribers on your list will actually make it harder to reach the inbox of your engaged subscribers. Make sure that you clean your list and remove prospects who have not engaged with your content in the past 3 months.

Conversion rate

Number of Conversions / Number of Emails Delivered

So what exactly is a conversion? That depends on your goals. A conversion is who took the action you set as a goal. If you are trying to generate leads, a conversion could be somebody who booked a call with you. If you are trying to sell products through a promotion, a conversion could be somebody who clicked through the email and ordered something on your site. It’s an important metric to gauge the success of your campaign. Your conversion rate can tell you whether your copy is captivating or whether your campaign was worth the effort and resources.

Spam complaints

Email service providers track spam complaints to protect their users. A complaint rate of less than 0.1% is considered normal. It’s important to take action if your complaint rate gets too high, as this can hurt your reputation as a sender and cause deliverability issues down the line.

ROI

(Revenue Gained Through Marketing – Marketing Costs) / Marketing Costs

Email marketing is one of the most popular forms of marketing because if done well, it can give an astonishing Return on Investment (ROI). In the big picture, this is possibly the most important metric. As a business, you want to know whether your marketing efforts have been profitable or draining resources.

If you made an additional $20,000 in sales through your email marketing campaign and you spent $3,500 on the campaign itself, you would have an ROI of 471%. 

(20 000 – 3500) / 3500 = 471%

The median email marketing ROI is around 120%. Four times higher than any other digital marketing channel.

Frequently Asked Questions

AllClients does not charge a set up fee. We aren’t looking for a quick buck- we’re interested in long term relationships with folks who will be our customers for several years to come.

Our product is subscription based monthly and if at any time AllClients is not working out for you, stop paying us, take your data with you and we can still be friends!

Phone, email and chat support is included in your monthly subscription price. We also have great video tutorials and an online support community for do-it-yourself support. Remember, support is included, so don’t struggle – we are here to help.

Yes, you can set up a Team where you will all have separate logins. Each team member will have different access and rights to the system. Watch the Team Overview Video for more information or check out our Pricing page. 

Sure. Outlook, as well as most contact managers, will allow you to export your contacts into a standard format called CSV (Comma Separated Values). Once you have your data in a CSV format, it can be easily imported into AllClients. Watch this video for more details.

Yes, please see our HIPAA compliance statement here.

Yes, please see our GDPR compliance statement here.

Your client information is 100% yours. No one else can see it, or use it. And when you leave, you take your data with you. Be sure to keep your login information private and secure.

We use industry standard SSL encryption at the same level (128 bits) as online banks and financial institutions. (Look for the lock in your address bar). We make all reasonable efforts to secure and safeguard your data.

Nobody can promise 100% uptime, but we make every reasonable effort to ensure the highest possible availability. We only use the highest quality service providers and any scheduled downtime is late at night or on the weekends. You can check the history of our uptime here: AllClients Uptime Report (monitoring by Pingdom).

Yes. Find our app in the Apple Store and Google Play Store. We also have a mobile version of the product you can access on any smartphone that looks similar to the app. 

Any version will allow you to access your live data in real time (not a copy of your data). With live data, if you add a contact on your mobile device it is the same as adding a contact on your computer. Or if your assistant back at the office adds a contact, you will see it on your mobile device immediately. Watch this video to see how mobile CRM software works.

We do a daily, system wide, back-up that will help us recover if there is a catastrophic problem with the servers (unlikely). To safeguard your specific data, we recommend you back-up your own data on a regular basis. Do this by going to Settings > Export.

Do we EVER update it? How about Constantly! Our customers are currently using the live version of AllClients while we are creating and testing the next version. We are always looking for ways to make the product better, and we get all of our enhancement ideas from current customers.

AllClients was built from the ground up from suggestions and feedback from people like you. We welcome and encourage your ideas and feedback. Send your thoughts and ideas to our support team.

No! NEVER! As a customer of AllClients, all of your client data and your personal information (including your e-mail address) is private and will never be sold, rented, shared, reviewed, loaned, or in any way used by anyone but you. For additional security, please do not share your CRM software login information with anyone.

We have priced AllClients fairly so we can provide an excellent product that continues to grow and evolve with the market. You can earn a discount by referring a friend to us through our Refer-A-Friend program. You can also receive a price break by purchasing an annual subscription rather than paying month to month.

Visa, MasterCard, Discover, American Express.

Double Your Sales!

Create a proactive word-of-mouth strategy to increase referrals and grow your business without breaking a sweat!

DYS Mockup

Continue Reading These Related Articles

Try AllClients Today

Get Your Free eBook Today!

Tell us where to send your free copy of ‘Double Your Sales’ so we can deliver it right away!