Measuring Email Marketing Performance

July 24, 2012 By In Analytics, Blog No Comment

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.

12. Profitability

= (Revenue generated – Campaign cost – cost of goods sold) / # of emails sent.
To understand how your business is performing, you need to understand profitability.

Happy Analytics!
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