This document discusses key metrics for measuring the success of email marketing campaigns, including delivery rate, open rate, click-through rate, bounce rate, unsubscribe rate, spam complaints, conversion rate, segment performance, and overall ROI. It provides recommended targets for each metric and tips on how to improve metrics like focusing on list quality, subject lines, and providing value in emails. Overall ROI is identified as the most important metric for determining the actual return on marketing investment. The document recommends regularly measuring performance to identify weaknesses and areas for improvement.

1. MEASURING EMAIL
MARKETING SUCCESS
Key metrics to Determine Your Success & Marketing
ROI

2. Email marketing is an incredible channel
to reach potential clients and maximize
an existing client base. But two-thirds of
the campaigns prove to be inefficient.
Why?
Given the fact that modern marketers
wear multiple caps and are liable for
many moving parts of their marketing
mix, it’s simple for your email marketing
data to become mixed up in all the
metrics and KPI’s you need to watch out
for.
As a result you won’t be able to measure
success of a particular segment and may
result in losing sight of the actual return
on the investment.
Measurement is the way to showing
success. It’s the only way a marketer
gauges progress, results, and actual
return on investment.

4.  Delivery Rate
 Open
 Clicks
 Bounce
 Unsubscribe
 Spam/Suppress
 Conversion
 Segment Performance
 Overall ROI

5.  Delivery Rate = 90-98%
 Open Rate = 7 to 30%
 Click Through = 0.2% to 3.2%
 Bounce Rate = 0.5% to 2.2%
 Unsubscribe = 0.45% to 0.13%
 Spam Complaints = 0.027%
*The rates may vary from industry to industry and regions to regions. We’ve given the average.

7. 1. Delivery Rate
Important:
• Pick up a reliable email platform
• Prime your IP
• Dig into your list
• Check spam/blacklist alerts
• Monitor your domain
• or contact your service provider.
 Deliverability is a method to measure
the success at which a message gets
into subscribers' inboxes
 A solid delivery rate is usually around
97-98%.
 If an organization lets you know they
can get you a 100% delivery rate, they
are not being truthful with you.
 In case you’re below, you must dig in
and solve possible basic issues with
your email marketing solution or list.
Learn to Warm Up Your IP for Email Marketing

8. 2. Open Rate
To Get Good Open Rate:
• Work on your list
• Grow/Freshen your contact database
• Avoid too many campaigns
• Prefer lead nurturing technique
• Deliver quality contents
• Improve your subject lines
 Open rate is a measure of how many
people on an email list open (or view) a
particular email campaign.
 A good open rate is usually between 7
to 30%.
 A 20% open rate would mean that of
every 10 emails delivered to the inbox,
2 were actually opened.
 Open rates are pretty steady for B2B,
hovering around 30%. B2C open rates,
are between 30-35%. But obviously,
many factors count in higher/lower
percentage.
10 Quick Ways to Improve Your Email Subject Lines

9. 3. Click Through
For better CTR:
• Personalize your emails
• Automate relevant email dialogue
• Offer targeted content
• Avoid distractions
• Don’t add too many calls to action
• Ensure mobile friendliness
• Enable social sharing
 The most common and easiest email
marketing metrics.
 CTR is also frequently used for
determining the results of A/B tests.
 Divide the amount of clicks on links
within your emails with the number of
emails delivered, then times by 100
and you have a click-through rate
percentage.
 The higher the rate, the better it is for
the marketer. A Higher rate indicates
that people are paying heed to your
calls to action & contents.
5 Best Ways to Make Automated Emails Feel Personal

10. 4. Bounce Rate
To avoid bounce rate:
• Make sure that email addresses are
accurate.
• Update your list & crosscheck before
sending email
• Add un-subscription link in your emails
• Avoid spam & unethical practices
 In SEO, bounce rate refers to the
percentage of visitors to a particular
website who navigate away from the
site after viewing only one page.
 Remember, bounce rate has multiple
interpretations in digital marketing,
SEO and emails.
 In email marketing, bounce rate refers
to the percentage of email addresses in
your subscriber list that didn't receive
your message. This can be split into
two categories: Hard and Soft.
 A hard bounce happens when an email
address is incorrect or flagged as
undeliverable by the recipient’s server.
 A soft bounce happens when there’s a
temporary delivery problem (The inbox
is full, or a server is down).

11. 5. Unsubscribe Rate
To avoid higher un-subscription:
• Improve quality of your database
• Optimize your email campaigns
• Review your email copies/content
• Provide value in the message
• Avoid too many calls to action
• Add un-subscription link in your emails
• Avoid spam & unethical practices
 Sometimes it happens that your email
marketing efforts annoy some of your
subscribers due to mismatched
expectations from you.
 If you see less than 1% unsubscribe
rate, it means you’re within the
industry’s normal range.
 However, if it crosses 1%, you need to
work on that.
 Remember, the lower your unsubscribe
rate, the better for your campaigns.

13. 6. Spam Complaint
To avoid higher spam complaints:
• Obtain data legitimately
• Improve quality of your list
• Make compelling subject lines
• Review your email copies/content
• Don’t send too many promotions
• Provide value in the message
• Add unsubscribe link in your emails
 What is a spam complaint? A spam
complaint occurs when a recipient
clicks on the 'report spam' button in
their email program.
 Sometimes, you just can’t pass email
spam filters for certain reasons. In
addition to your database overview, you
should learn how to avoid email spam
filters too.
 Spam complaints are OK if they’re
under average (0.027%) but of course,
you can’t afford to have more.

14. 7. Conversion
To enjoy greater conversion:
• Always do A/B testing
• Create balanced value proposition
• Set your unique sales funnel
• Increase truest by constant engagement
• Develop strong value proposition
• Constantly update your contacts database
 Conversion means any action
completed thanks to the email activity.
For instance a newsletter subscription,
a mobile app download, a whitepaper
download, a demo account activation,
or a survey filled in.
 The conversion rate is simply the
percentage of email recipients who
completed a desired action after
clicking on a link in your email.
 It is the ultimate goal of any marketer
to have higher conversion and its rate
determines actual ROI.

15. 8. Segment Performance
To find your Sweet Spots:
• Create and send to different targets in a
single campaign
• View stats on how one target performs
versus the next.
 Segment Performance is the
measurement of a groups receptiveness
to your offer.
 Use Segment Performance routinely to
hone in on what characteristics of
individuals are more receptive to your
offers.
 Measure and compare attributes like
job title, industry, geography, age and
gender.

16. 9. Overall ROI
 The degree to which spending on marketing contributes to profits.
 Digital marketers focuses on
 Current Traffic
 Conversion Rate
 Average Sale
 Incremental expense Vs. incremental growth in sales and revenue
 $1 investment in email marketing yields average revenue of $44.
 Survey by Econsultancy confirms that 68% of companies rate ‘email marketing’ as ‘good’
or ‘excellent’ in terms of ROI. (Image on the next slide)
 Companies attribute 23% of their total sales to email marketing.
 Set up an SLA system where you can assign different values to multiple types of leads,
depending on their choices to generate overall return on the marketing investment

17. 63% companies see email
marketing as good or
excellent channel to generate
return on the marketing
investment.
Econsultancy
Tracking return on overall
marketing investments tells
you broader picture of profit &
loss.
While campaign or channel
overview enables to see which
one is working better & which
needs to give more weightage.

18. Calculating your marketing success is important as helps you identify the
most successful and effective channels. You also get a chance to overview
the weaknesses in your campaigns and learn how to improve those. For
an email marketer, the above listed metrics mean lots as they help them
identify key performing areas.
If you find that your campaigns aren’t generating desired
revenue/results, it’s high time to reconsider your marketing program.
Reassess and re-plan your strategy for better results. In addition, recheck
reliability of your email marketing system and see if you need to change
or update.

20. About Makesbridge
Makesbridge is a multi-tasking cloud platform which offers:
email marketing, marketing automation, sales automation,
lead scoring, tight integration with CRM (Salesforce/NetSuite
etc.), website analytics, and business intelligence.