In the long run, comparing your brand activity in the 48 hours after you send an email versus the days you do n't send an email can reveal the omnichannel influence of your program. messaging in general. You'll want to look at some of the same metrics plus a few more to find the indirect effect: Web traffic and sales Mobile app activity In-store traffic and sales Social media activity Direct Mail Effectiveness Call center volume Customer lifetime value of subscribers vs. non-subscribers Customer RFM (recency, frequency, monetary) of subscribers vs. non-subscribers Email Metrics to Monitor: Comparing the customer value of subscribers versus non-subscribers is a great way to measure some of the otherwise difficult-to-measure effects of email campaigns on customer behavior.
For example, if subscribed customers spend an average of $147 per year and your non-subscribed customers only spend $100, this difference is a testament to the effectiveness of your email program, regardless of how engaged those customers are. by email. 3. Relations with subscribers Email marketing is a give-and-take channel. For brands to win E-Commerce Photo Editing Service over email, subscribers need to feel like they're winning too. Maintaining a healthy subscriber relationship shows that your emails provide value to your subscribers. Subscriber reaction metrics In the short term, email metrics such as opens and clicks indicate positive subscriber reactions, while unsubscribes and complaints indicate negative subscriber reactions.
Openings and opening rate Clicks and click-through rate One-click open rate Unsubscribe and churn rate Spam complaints and complaint rate Mailing list health indicators In the long run, reactions to these individual campaigns affect your list size and how engaged that list is, which are key signs of the overall health of your email marketing list. To watch: Active list size List growth and unsubscribe rate Inactivity rate Idle time Open reach (percentage of subscribers who opened at least one email in the last X days) Number of clicks (percentage of subscribers who clicked on at least one email in the last X days) Track metrics by acquisition source Email metrics to watch: Often, a good deal of negative reaction to your emails will come from one or two sources of acquisition, such as mailing list rentals and co-registration, which are part of of the five most problematic sources of subscriber acquisition. Tracking email performance by source of acquisition can reveal which ones are causing outsized problems and need to be reorganized or shut down.