Tracking demographics is one the latest characteristics of email analytics, it has the capacity to track a subscriber’s activity on a website by gender, age, and other necessary criteria. Once the receiver clicks on a link and arrives at your home page, these advanced metrics has the ability to open up in-depth details of how each segment is relating with your page, giving the deeper segmentation while giving the opportunity to get most of your content. Coupled with segmentation, the more classy features of analytics can assist you to optimize both the email and web browsing experience for your audience.
The benefit of Analyzing after the Click
Post-click analytics is becoming increasingly essential in the email marketing sector. Some few years ago, marketers had no way of knowing what has happened once a subscriber clicked the link in a message and entered their website. Of course, it was possible to fine-tune a landing page based on their preferences, but as far as the email relationship is concerned, things were are paused until the next campaign. The emergence of web analytics brought forth the needed vision and clarity, allowing the marketers to use a variety of numerous metrics to create highly relevant, personalized content based on the activity that is happening after each click.
After learning all these important notes about email analytics, it wouldn’t be that effective if you do not know which metrics to track down. Here are some of the most important metrics that you need to cover if you want to have a successful email marketing.
Clickthrough rate refers to the percentage of the email recipients that has one clicked any of the links found in the email given to them. The result of this metric is determined by dividing the total clicks by the total delivered emails and then multiplied by 100.
For example, total clicks is 500, while you delivered 10,000 emails, then multiplied by 100 and you get 5 percent clickthrough rate. You can also use unique clicks in the aforementioned calculation, as long as you will use the same approach every time you monitor these email metrics.
Most email marketer will tell you to check out the clickthrough rate first whenever they track email marketing. This is what most experts like to prefer as day-to-day metric in email marketing since it will let them calculate the performance of each individual emails that you sent. From this, you are able to track how the CTR of your email marketing has changed over time.
The conversion rate refers to the percentage of the email recipients that has clicked the link in the email and has also completed its desired action. You get the rate by dividing the number of people who finished taking up the desired action by the total emails that has successfully delivered. This is then multiplied by 100.
For example, 400 were recorded to have finished the desired action and the total email delivered is 10,000. Divide the two and multiply it by 100, then you get 4 percent conversion rate.
After the email recipient has clicked in the email, their next goal would be to get them converted on the offer based on the email. This means that they had to take action that the email you sent has asked them to do. So if you are sending an email that offers your audience something to download, you will consider anyone that downloads whatever it is in your email to be a conversion.
This is the percentage of the total emails sent that may not have successfully delivered to the inbox of the recipient. This is calculated by the total number of emails that have bounds by the number of emails you have sent. The result is then multiplied by 100.
For example, there was a total of 75 bounced emails and you’ve sent a total emails of 10,000. The result of these two is then multiplied by 100, thus you get 0.75 percent bounce rate.
There are certain bounces in which it is considered as soft bounces because they did not make it due to a temporary problem from the valid email address, like a problem with the server of the recipient or a full inbox. The hard bounces are the result of non-existent, closed or invalid email address.