In the case of email marketing, there are a large number of metrics (also called indicators) that you can extract from different programs, platforms or -if applicable- manually.
In another article we had already shared with you 3 important metrics to measure in email marketing; and the importance of their analysis is in the legend, “measure to improve”, since marketing professionals need to constantly measure the results of their campaigns in order to evaluate their effectiveness.
Later, we share with you 3 other metrics of secondary importance ; but it must be said, although they are all important and we should not underestimate any of them, there are some email marketing metrics that really do not matter -as much- as others .
Post Content
Forward Rate
EARNING-PER-EMAIL (Earning per email)
Soft Bounces
Forward Rate
This is a somewhat “happy” metric. It measures how frequently subscribers open, read, and then like your email, so much so that they forward or share it to someone else. “ Forward Rates ” are sometimes called “ Referral Rates ” or “ Share Rates .”
Some only classify a “share” when the kenya business email list email is forwarded to someone else, while others also take into account social media shares that can be made from buttons you include in the body of the email.
While it is important, it does not really weigh that much into the final objectives of a campaign, since it is sent to a user that you probably will not have access to or be able to track. Of course, whatever comes from that is profit.
Turn your customers' purchase objections around with email marketing
EARNING-PER-EMAIL (Earning per email)
This is a metric that is not often mentioned - and that is why it is of lesser importance. It is the amount or profit you get from generating a commercial email.
Although your newsletters or emails may have commercial purposes, these are often traceable outside the email process ; this can be complemented by the openings you have had in your campaign and the direct clicks on the buttons or links that lead to a purchase.
Under this premise, it is not really the mailing system that is calculating the metric, but rather a system that is more in line with it (or even yourself). Therefore, beyond stopping to calculate it, it is done externally and that is why it is not a very common metric among marketing professionals.
Soft Bounces
Soft Bounces occur when you send an email to a recipient who no longer has any memory left in their inbox, and the arrival of your newsletter is temporarily stopped.
As soon as they clean up their inbox a bit, the email will reach them. However, you should know that a portion of the Internet user population uses “spam” emails or simply no longer checks to download a video or content, and these accounts are often at the top of their storage.
In any case, it is not something to be alarmed about , because taking that into account, those emails that do not reach their recipients happen because those recipients are to a certain extent “junk accounts”. Approximately, of the shipments you have, you can have 1% of Soft Bounces; only set off the alarms if you end up having more than 3 or 4%.
As we mentioned, every metric counts, but some count more than others. Even though we have placed them in the third step, do not leave them aside in your email marketing strategy (at least, not completely).
