Measuring Email Marketing Performance
Use the following formulas to track and measure your email marketing campaigns
1. Email Delivery Rate
= (# of Email sent – # of bounce backs) / # of email sent
The higher the rate is, the better it is, goal is to have 100%.
2. Open Rate
= # of Emails opened / # of Emails delivered
The ratio indicates the health of the list. The higher the rate is the better it is, 100% means everyone opened the email.
3. Subscriber Retention Rate
= (# of Subscribers – # of Bounce backs – # of unsubscribes) / # subscribers
4. Click to Delivery Rate
= # of clicks / # of emails delivered
Indicates Mailing list quality, email content relevance.
5. Bounce Rate
= (# of Email campaign visits with a single page view) / (# of email campaign visits)
6. Depth of Visit
= % of Email Campaign visits that last longer than xx pages
7. Actions Completed
= % of Email campaign visits that did XYZ.
8. Macro Conversion Rate
= # of Big conversions / # of email campaign visits
9. Average revenue per email sent
= total revenue / # of emails sent
10. Micro Conversion Rate
= # of many small outcomes / # of Email Campaign visits
Ex. # of downloads, # of videos or demos watched, etc.
11. Avg Economic value per email
= total economic value / # of email sent.
This indicates holistic impact of your email marketing value.
= (Revenue generated – Campaign cost – cost of goods sold) / # of emails sent.
To understand how your business is performing, you need to understand profitability.