Email marketing statistics: this is what you need to know to be successful in an email campaign

You should never start a marketing strategy blindly, so it is important to have results figures to know what to pay more attention to. The email marketing statistics refer to the data and metrics that are collected and analyzed to evaluate the performance of an email marketing campaign. These statistics provide valuable information about how subscribers interact with sent emailswhich helps to understand the impact and effectiveness of your strategies.

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5 key KPIs to analyze your email marketing campaigns

In email marketing statistics reign the KPI’s (Key Performance Indicators or Key Performance Indicators in Spanish). In the context of marketing, KPIs are metrics used to measure and evaluate the performance of a company’s activities and strategies. In the case of mail campaignsexist 5 key factors to measure your metrics:

1. Open rate

It refers to the percentage of emails opened in relation to the number of emails delivered. For example, if you send an email campaign to 100 recipients and 50 of them open the email, your open rate would be 50%.

This indicator allows you to assess the relevance of your email subject lines and the quality and engagement of your contact list. Most email marketing tools, like the Brevo Marketing Platformautomatically calculate this metric.

2. Click rate

It refers to Percentage of emails in which a link is clicked by a contact relative to the number of emails delivered. For example, if you send a message to 100 contacts and 20 of them click a link in the email, your click-through rate will be 20%.

This indicator allows you to assess the relevance and interest of your offers, as well as the effectiveness of your calls to action. This helps measure the interaction that your subscribed users have with your content.

3. Response rate

Is he percentage of emails in which a link is clicked by a contact, relative to the number of emails opened. It’s a supplemental measure to click-through rate, as it’s compared to the number of emails opened.

For example, if you send a message to 100 contacts, 50 of them open it and 25 click on a link, your response rate would be 50%.

The response rate allows you to evaluate the effectiveness of your emails in generating interaction and response from the recipients.

4. Rate of return

It refers to percentage of emails that cannot be delivered and return to sender with an error messagecompared to the total number of emails delivered.

There are two types of rebounds that can be distinguished:

soft bounce: Occurs when the destination address is temporarily unavailable due to connection problems or a full inbox of the recipient.
hard bounce: Occurs when the destination address does not exist or is invalid.

By managing and keeping your email list up to date, you can reduce the bounce rate and improve the effectiveness of your email marketing campaigns.

5. Spam rate

The spam rate is the percentage of spam complaints, that is, the proportion of emails that have been reported as spam by recipientsrelative to the total number of emails delivered.

For example, if you send an email to 100 contacts and 2 of them report it as spam, your spam rate would be 2%.

How to analyze campaign statistics

The most valuable information can be obtained from the KPIs explained, and in turn, this can be combined to shed even more light on our marketing strategy.

The churn rate divided by click-through rate (expressed as a percentage) is a KPI that allows you to measure the relevance of a campaign by compare the commitment generated with the cancellations. If the click-through rate is not at least 4 times the unsubscribe rate, it may indicate that messages are not relevant or too commercial. In that case, it is useful to rethink the targeting and content of the campaigns.

For his part, he ROI (return on investment) is another key indicator that measures the profitability of a campaign by comparing the benefits generated with its cost. can be calculated dividing the benefits generated by the campaign between the cost of the campaign and multiplying it by 100. To calculate the average profit generated by each click on a link in the campaign, the click value is multiplied by the number of clicks, and then divided by the total cost of the campaign. ROI provides valuable information about the effectiveness and financial performance of an email marketing campaign.

Today there are tools to carry out this type of analysis. One of them is shortwhich helps to get detailed information about open rates, clicks, cancellations and others Important KPIs to evaluate the performance of your campaigns. Its platform allows you to easily view and understand the results, which will help you optimize your campaigns and make the right decisions. In turn, it offers advanced segmentation and automation tools, which will allow you to personalize your messages and increase relevance to your recipients.

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Email Marketing Statistics 2023

A Brevo study shows the average open, click, and churn rates across different industries. It is divided into 4 regions to analyze the results: Latin America, North America, EMEA (Europe, the Middle East and Africa) and APAC (Asia-Pacific).

The overall results show that the average open rate is 21.89%, which reflects the interest and quality of the contact list; said result is influenced by the subject of the email. The average click-through rate is 3.96%, which provides insight into overall contact engagement and email relevance. And the average cancellation rate is 0.15%which helps to understand if the content meets the needs of the audience.

Photo: Freepik

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