What indicates the success of an email campaign?
Emailing campaigns are a marketing technique used to increase the conversion rate, expand a company’s contacts and retain its subscribers. In this article, we will present the key indicators that allow you to evaluate the performance of an email campaign.
The bounce rate
The bounce rate is the percentage of undelivered emails compared to the number of emails sent during the campaign. A low bounce rate indicates that recipients opened the email, which means that the data collected by the company is reliable. It is important to regularly monitor the bounce rate to have a correct and engaged list of email addresses.
Click rate
The click-through rate corresponds to the recipients’ engagement with the content of the email. It allows you to study the relevance of the subject of the message and is calculated by dividing the number of clicks on a link by the number of emails delivered, all multiplied by 100. This is an essential indicator for refining your marketing strategy. communication and adapt to the needs of recipient customers.
The deliverability rate
The deliverability rate is the number of emails delivered in relation to emails sent, all multiplied by 100. It is important to obtain a deliverability rate of at least 90%, otherwise it is necessary to check the reliability of the email addresses of the list and ensure that there are no technical problems while sending the email to target customers.
The reactivity rate
The reactivity rate indicates the number of recipients who opened, read and clicked on one of the links present in the email, compared to the total number of subscribers. A low responsiveness rate means poor adaptation of the email campaign to customer needs.
The conversion rate
The conversion rate is the main objective of email campaigns. It converts recipients into subscribers and then into loyal customers. It is possible to improve the conversion rate by refining the call to action and personalizing the content to better meet the expectations of the target audience.
Unsubscribe rate
The unsubscribe rate corresponds to subscribers’ choice to no longer receive email campaigns from the company. It may be due to sending emails too frequently or to poor targeting of potential customers.
The protest rate
Dispute rate occurs when recipients consider the email to be spam and mark it as spam. This leads to a loss of subscribers and can have negative consequences for the business.
Why run email campaigns?
Emailing campaigns are an effective way for a business to make itself known, develop its web presence, promote products, increase brand awareness and build customer loyalty. They provide a company with significant added value and longevity.