NEWSLETTER

You Should Track These 4 Email Metrics

Almost all traditional email service providers (ESPs) offer simple reports that capture open, click, and bounce rates. Also, the majority of all companies use the basics after sending emails to evaluate their campaigns. However, what few realize is that there are many more factors that are important in judging a campaign as successful.

Written by Hannah Krüger

Why Should You Track Your Email Metrics?

By tracking email metrics, you can analyze and evaluate your email marketing campaigns after they've been sent. Metrics are important aspects to know if an email was accepted by your subscribers.

 

If you still don't get higher purchases in your e-commerce store after sending a discount code, a look at your report can be enough to solve the problem.

 

Your goal after publishing a campaign should therefore be to collect, interpret and evaluate data. With the help of the results, you can optimize future campaigns and bring the content closer to your target audience with more effective actions.

 

Which Email Metrics Do Most Companies Use?

The basics of email marketing reports, such as openings, click-throughs and bounces, track almost all companies. If you now look beyond these, you will notice that the numbers are decreasing rapidly. Not even three-quarters of the companies know with which end devices and mail apps their newsletters are opened and whether their campaigns end up in spam folders.

 

Here Are 4 Email Marketing Metrics You Should Track

You already track openings, click rates and bounces? With these four additional email metrics, you can optimally adapt your performance to your customers.

 

Devices: What Devices Are My Emails Being Opened On?

Tracking subscribers' devices means knowing whether your email campaigns were opened on a cell phone, tablet, notebook, or desktop. User behavior here is time-dependent. If you send mailings in the morning or in the evening, they are usually opened via cell phone, as your subscribers are probably at home. On the other hand, if your mail is sent during the day, most will open it via desktop view while at work.

 

It's also important to adapt your designs and content to the recipients' devices. If your emails are increasingly opened on a desktop, it makes sense to create a template with a wide screen size that allows plenty of space for content. When designing mobile views, make sure to convey your content briefly and quickly.

 

2. Geolocation: Where Are My Emails Opened?
Tracking locations helps you know where your subscribers are reading an email. From this data, you can optimize your campaigns by adjusting the sending of the mails to the time zones. Is the majority of your subscribers living in the US, it is helpful to send the campaign when they are awake. For this, you can segment your mail lists based on your users' locations. You'll also be able to share location-specific content, such as upcoming events near your users or local events at your stores.

 

3. Subscription Rate: How Many Subscribers Do I Gain?
Want to know how much you're gaining in new potential customers through your email marketing? Using a subscription rate, you can see exactly when new subscribers have joined and how many have unsubscribed. This means you always have an overview of which of your mailings were well received and which were not.

 

It happens all the time that recipients lose interest in content. Therefore, it makes sense to always keep track of how many unsubscribe by email. You probably won't find out the exact reason for unsubscribing. Nevertheless, it is important to keep the number as low as possible and also to make the process of unsubscribing easy and hassle-free for the unsubscriber.

 

4. Email Client: Which Apps And Browsers Do My Subscribers Use?
Not all of your subscribers use the same app as you and your team to open an email. Unfortunately, the countless mail apps don't always display the same result of your email. By tracking recipients' mail apps, you can test your mailings in mail apps and make sure campaigns always display perfectly.

 

Which Analytics Tools Do Most Companies Use?

Over half of all companies use an integrated analytics tool alongside their email service provider to track performance. The most commonly used software is Google Analytics, followed by homegrown systems.

 

Google Analytics
Google's tool makes it easy to evaluate your mailings after they have been sent. Google Analytics not only shows opening numbers and click-through rates, but also entire customer journeys. By setting up parameters, you link email campaigns to your website. After sending your marketing campaigns, you can see from which sources users come to the website and how they behave afterwards.

 

To do this, simply create the appropriate parameters in the JUNE Editor, such as name, source, content and medium. Here, the input of the campaign name, the source as well as the medium is mandatory. The campaign content is optional if you have similar content or links in the same email to differentiate them from each other.

 

Create Custom URLs

You can add a total of four parameters to your destination URL:


utm_campaign: here you enter the name of the campaign to distinguish your mailings in Google Analytics.

utm_source: here you enter the source of the link, such as “JUNE”.

utm_medium: here you enter the medium you use to publish your campaign, such as “email”.

utm_content: enter your campaign content here.

With these parameters, you can now create a URL that Google Analytics will use to track the clicks on the link. With the above parameters, the target URL would be: http://www.your-website.com/?utm_source=JUNE&utm_medium=email&utm_campaign=sommerkollektion

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