What are the performance indicators of an email campaign?

November 5, 2018 Posted by LatarsaF In Non classé

When sending an emailing campaign, it is important to follow several indicators to analyze its performance with Internet users. These indicators or KPIs (Key Performance Indicator) are therefore essential to decrypt the results of a marketing campaign.

Presentation of the most common indicators

The opening rate

This is the first indicator that we study because it defines the volume of people who opened your emailing campaign, compared to the number of emails delivered. It reflects the relevance of the object and the interest it has aroused among your contacts.

Here is how to interpret the opening rate of your loyalty campaign:

From 0% to 9% = low opening rate

From 10% to 19% = average opening rate

Above 20% = high opening rate

Here is how to interpret the opening rate of your prospecting campaign:

From 0% to 4% = low opening rate

From 5% to 9% = average opening rate

Above 10% = high opening rate

 

The clickthrough rate

The second most observed indicator is the clickthrough rate. It measures the volume of users who clicked on the content you have sent to them. It therefore analyzes the relevance of the campaign by taking into account the volume of Internet users who have been interested in the content of the email they have received. The clickthrough rate is calculated by taking this volume in relation to the total number of emails that have been successfully delivered. For this rate to be as high as possible, it is necessary that the content of the newsletter makes you want to know more, by visiting the site (and therefore click on the content). For that, it is not necessary that your newsletter reveals all the information which you have to give to your internet users, but it must rather raise their curiosity.

Here is how to interpret the clickthrough rate of your loyalty campaign:

From 0% to 3% = low clickthrough rate

From 3% to 6% = average clickthrough rate

Above 6% = high clickthrough rate

Here is how to interpret the clickthrough rate of your prospecting campaign:

From 0% to 0.5% = low clickthrough rate

From 0.5% to 1% = average clickthrough rate

Above 1% = high clickthrough rate

The reactivity rate

The reactivity rate is the ratio of the click volume to the number of openings of your email campaign. This indicator allows you to analyze whether the content of the email is the one expected by users when they read your object, before opening it.

Here is how to interpret the reactivity rate of your campaign:

From 0% to 9% = low reactivity rate

From 10% to 19% = average reactivity rate

Above 20% = high reactivity rate

 

The churn rate

This indicator allows you to know the part of Internet users who decided to unsubscribe after receiving your campaign. It is important to follow this indicator carefully to understand how to improve your relationship with your contacts by implementing concrete actions to ensure that this rate stay as close as possible to 0 over time.

Here is how to interpret the churn rate of your campaign:

From 0% to 0.20% = low churn rate

From 0.21% to 1% = average churn rate

Above 1% = high churn rate

 

The complaint rate

In their inbox, each user has the opportunity to report your campaign as spam. This action is poorly seen by Internet Service Providers (ISPs) because they are constantly looking to improve the use of their tools, for the sake of Internet users. This complaint rate is unfortunately not visible and only the ISPs are aware of it. However, it is possible to estimate it by looking at your churn rate. If the complaint rate becomes too high, it may happen that your future emailing campaigns will no longer be delivered by some ISPs.

Here is how to interpret the complaint rate of your campaign:

From 0% to 0.05% = low complaint rate

From 0.05% to 1% = average complaint rate

Above 1% = high complaint rate

 

The rate of bounces

The bounces are email addresses that no longer exist or cannot be found. Sending your campaign with a list of contacts with a lot of bounces is risky because it can mean that your database is not kept up-to-date or that your contacts are not opt-in. If this rate is too high, there is a risk that your future campaigns will not be delivered properly.

Here is how to interpret your campaign’s bounce rate:

From 0% to 2 % = low bounce rate

From 2% to 5% = average bounce rate

Above 5% = high bounce rate

 

The conversion rate

This last indicator measures the last action that the user can perform following the sending of your campaign: buy a product, fill out a form, request a quote… The conversion rate is calculated by reporting the number conversions to the volume of users who clicked on the content. This indicator measures the relevance between the content of the email and the landing page (the website) on which the user will be redirected.

Here’s how to interpret your campaign’s conversion rate:

From 0% to 10% = low conversion rate

From 10% to 20% = average conversion rate

Above 20% = high conversion rate