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How To Interpret Your Email Analytics

3 May 2022
by Adam Oldfield

If the customer is the single most important asset to a brand, it’s imperative that your team knows exactly who these individuals are, their value, and what they need from your business.

Tapping into key insights and making changes to customer comms is therefore the Holy Grail for savvy marketers today. The trailblazers amongst the industry will already be relishing in the insights of their digital campaigns, and understand the power of data above creativity – but disparities from one professional to the next still remain.

With the rapidly increasing responsibilities of experts, not everyone has the time or resources to get into the nitty-gritty of email analytics – not least because they can be incredibly difficult to understand. And there’s no disputing the value of marketing metrics when optimising your campaigns and boosting ROI.

If you need a helping hand understanding some of the key insights and KPIs that you need to track – look no further. By thinking about the measurement of your email marketing through two lenses of performance and activity, you should be able to understand not only how well your digital comms are being received, but tap into subscriber behaviour and engagement.

Here are 6 key elements of email analytics that you need to be aware of, and how to interpret them:

1. Open Rate

These determine how well you were able to catch a subscriber’s attention in their inbox. However, this is a ‘vanity metric’ and shouldn’t be solely relied upon.

With the rise of spam checker bots and image-blockers, as well as differing consumer habits – such as previewing an email rather than diving straight in – open rates should be used alongside other key measurements to determine the success or failure of a marketing campaign.

That’s not to say you should ignore them completely – a significantly low open rate might suggest deliverability concerns, or lacklustre subject lines, for example – but savvy marketers should utilise these figures alongside more engagement-orientated email analytics.

2. Successful Deliveries

Though often overlooked, the deliverability is an important aspect of your email analytics, as it shows how many inboxes your campaign actually landed in. What’s the point in crafting expert comms if no one is going to see them? And how can you expect conversions if your delivery rate is falling flat?

This takes us to our next point…

3. Bounce Rate

When an email can’t be delivered, it’s called a bounce. So, bounce rate – when referring to email analytics as opposed to web traffic – reveals the percentage of emails that have not successfully reached recipients.

Although it’s not possible to predict whether an email will bounce, relevant, real-time data and subsequent marketing reports that interrogate the insight can reveal the general reason for it – with soft bounces referring to temporary deliverability issues such as a full or inactive mailbox, and hard bounces indicating a more permanent issue such as blocking or typos.

If your bounce rate is over 2%, you should re-evaluate your recipient list and consider strategies like opt-ins and segmentation to build trust and relevance.

4. Click-through Rate

The percentage of recipients who clicked on one or more links in an email is known as the click-through rate (CTR) – and is what marketers might often refer to as a ‘day-to-day’ metric, because it allows you to calculate the performance of every email you send.

The industry average for email CTRs is over 20%, but don’t worry if your email analytics reveal a lower statistic – just be sure to utilise this insight going forward and always tweak and improve your content where necessary.

5. Conversion Rate

If your goal is to generate high-quality leads, conversion rate is a valuable metric for you as it shows how many prospects complete a desired action as a result of your email comms – such as making a purchase or filling out a form.

There are a whole host of strategies to help boost this figure, but creating ultra-relevant, hyper-personalised content should be your first point of call. Don’t worry – we’ve got some advice for that in a recent blog, too.

6. Unsubscribe Rate

Op-outs mean that subscribers no longer want to receive your emails. On one hand it’s bad because it shows our comms aren’t hitting the mark, but on the other it means your list is doing a bit of self-cleaning.

To mitigate the risks of drop-outs, there are a number of ways to bolster your email comms – from keeping content concise and ultra-relevant, to optimising for mobile and experimenting with frequency. Only you – by tapping into crucial data – will know what your subscribers want, and this may vary from one marketing strategy to the next.

So, there you have it! A whistle-stop tour of email analytics, to help supercharge your campaigns and win back some precious time – so you can focus on the more value-adding elements of your role.

For more time-saving strategies, have a flick through our ‘Guide to Saving 8 Hours a Week’.

If you’re looking for more ways to make sure your audience reads and engages with your emails, get in touch with one of our marketing automation experts, by calling: 0845 272 5990 or emailing: info@force24.co.uk.

Photo of Adam Oldfield
Adam Oldfield
Managing Director & Founder

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