5 Email Metrics to Impress in 2022

Is improving email ROI one of your top business goals for 2022? Changing your email template, subject lines, or starting a newsletter may be on your list of things to do in the New Year.

You must measure the right metrics to truly drive your email marketing campaigns forward. This will help you see what works and what doesn’t, where you can improve, and how to make your emails stand out. You won’t know if your changes affect opens, click-throughs, and revenue without these metrics.

Here are the top 5 email metrics to watch in 2022.

• Click-through rates (CTR)
• Delivery rates
• Conversion rates
• Campaign ROI
• List growth rate

1. Table of Contents

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   Click-through rates (CTR)

After opening your email, you want your subscribers to take action. This involves clicking on a CTA and visiting your website.

The number of people who visit your website divided by the total number of messages delivered gives you your click-through rate.

These include the wording and visibility of your CTA, the link between content and subject line, and the number of times your CTA appears in your email.

It’s important to strike a balance between giving clear CTAs and not pressuring people into clicking.

2. Delivery rates

Delivery rates show you how many of your emails actually reach their intended recipients.

To calculate, divide the number of successfully delivered emails by the total number of emails sent.

Deliverability issues occur when too many emails fail to reach the intended recipients.

Several factors can affect deliverability. If your conversion rate is low, you may have an outdated list with many invalid email addresses. You may also have used words or phrases that triggered spam filters in some email clients.

That’s why it’s vital to regularly clean up your recipient list. Recipients who haven’t engaged with you in a long time should also be removed.

3. Conversion rates

You got your email into your client’s inbox; they opened it and clicked through to your site. But are your subscribers converting?

The number of conversions (i.e. purchases, downloads, or referrals) divided by the total number of emails delivered gives you your conversion rate.

Knowing your conversion rate will help you identify weak points in your sales funnel. In this case, a high click-through rate but low conversion rate indicates a poorly optimized website. If you have a low click-through rate but a high conversion rate, you know you need to optimize your emails to increase click-through rates.

If your click-through rate is high but your conversion rate is low, think about improving your landing page’s engagement.

4. Campaign ROI

The revenue generated by each email will tell you the ROI and which emails perform best.

Calculate this by subtracting your investment from your sales and dividing the result by your investment.

This can be difficult to track (an email may lead to a sale months later), but it is worth trying to get a rough idea of how well a campaign generates revenue for you. Analyzing your email campaign performance, especially during peak times, allows you to adjust and change your campaigns to ensure maximum efficiency.

5. List growth rate

This metric show how long your email list has grown.

Subtraction of complaints and unsubscribes from total new subscribers. Decide how many subscribers you had in a given period.

Your list will die if you don’t keep growing it. While some churn is inevitable, you never want to lose subscribers faster than you gain new ones. After all, not only will people unsubscribe, but they will also change their email addresses.

Always look for ways to grow your email list, and monitor it at least once a month.