17 - Understand your Email Analytics

Realise Advent Calendar

Welcome to our 2016 Advent Calendar! We are sharing a marketing tip or trick every day until Christmas. To make sure you receive these updates, don't forget to register here. Happy Christmas!

Much like website analytics or social analytics, it's important to understand your email analytics in order to see what's working and what isn't. Since email marketing has one of the greatest levels of return on investment (ROI) of any digital marketing method, monitoring, analysing and understanding your email analytics can lead to huge returns.

Depending on which software you use for email marketing, your analytics will often be displayed in a jargon-filled display. Getting to grips with the main KPI's and data can be difficult - luckily, we're here to tell you what to look out for;

  • Open rate (OR)
  • Click through rate (CTR)
  • Conversion rate
  • Bounce rate
  • List growth rate
  • Email forwarding rate
  • Overall ROI

Take the time to view your analytics and with the above in mind, delve into your statistics and see how they look.

Top tip: Hubspot is a great resource for further reading!

To find out more about the above metrics and KPI's, what they mean and how to understand them, Hubspot have produced a handy guide which will expand upon and help you to understand your email analytics further. Compare your campaigns against previous performance or average KPIs for your industry.

Of course, once you understand the results of your email campaigns better, it will be easier to analyse your results and improve in the future.

That's all for today. Stay tuned for more tips and tricks from our free advent calendar.