How To Track and Measure Email Marketing Campaign Results

Up to 89% of marketers consider email marketing as their primary strategy. Understandably so, as it generates up to 50% more sales than other lead generation methods. This statistic makes sales the main email marketing result that most business owners analyze to determine the success of their campaigns. 

However, you can use many other metrics to track and measure email marketing campaign performance and achieve your revenue goals. Using the right metrics to track email marketing campaigns ensures you maximize your return on investment (ROI), better understand your audience, and drive desirable results.

Below, we get into everything you need to know about tracking, measuring, and reporting your email marketing results:

Key email marketing metrics to track

When discussing how to measure email marketing results, we must start by clarifying what you’ll be measuring. Email marketing metrics help you understand your audience and the techniques or strategies that work well for them. 

The email marketing metrics to focus on when measuring performance include:

• Open rate: An email open rate indicates how many users receive and open your emails. Your engaging subject lines and email personalization efforts often determine the open rate. Knowing the open rate helps you find ways to increase engagement.
• Click-through rate (CTR): This metric measures how many people open your email and click the links provided to your site. The CTR shows whether your emails effectively drive traffic to your website and eventually convert.
• Conversion rate: Your conversion rates show how effectively email campaigns deliver desired email marketing ROI. They indicate the number of users who perform certain actions, like purchasing your products and services. 
• Bounce rate: Emails don’t always reach the intended audiences. The bounce rate shows you how many users on your list don’t receive your emails, ensuring you can tidy your email list or adjust your strategy to ensure deliverability success.
• Unsubscribe rate: The unsubscribe rate indicates how many people leave your list. You can use this data to analyze why people are leaving and find ways to retain them. All company emails should include an unsubscribe button at the bottom to help track this metric. 
• Spam complaints: If your email subscribers find your content irrelevant, unreliable, or low quality, they send it to the spam folder. Having data on this metric can help you adjust your campaign strategy to improve your credibility and authoritativeness.

Consider these metrics your key performance indicators (KPIs) that you analyze and summarize in email marketing reports. They show your campaigns’ real value that you can use to compare to other campaigns or industry performance. 

Tools for tracking email marketing campaign performance

To track and measure email marketing results, you need email tracking software that collects and organizes data on your KPIs. There are many options, paid and free, that provide you with a wide range of email marketing insights.

A few that we recommend for our clients include:

1. EmailMarketingFX

EmailMarketingFX is a proprietary software by WebFX that facilitates seamless campaign management. It enables you to create, schedule, and send emails. Additionally, it helps you customize your entire campaign, from email design, subject line creation, and email list segmentation to setting up drip campaigns.

With this tool, you can track everything and get reports on the most essential metrics during a campaign, like your open rate, CTR, unsubscribe rates, and bounce rates. You can use these advanced metrics to adjust and improve your campaigns. 

2. Google Analytics

Google Analytics is a popular free website tracking tool that provides detailed email marketing insights. If you’re already using it to measure and report website performance, you can get a tracking link and place it in your emails to collect data and report it on your Google Analytics dashboard. 

It effectively tracks essential metrics like CTR, real-time conversions, and bounce rates. Unfortunately, Google Analytics can’t provide email open rates and frequency insights. However, you can use it to set and track custom campaign goals. 

3. Mailchimp

Mailchimp is an email marketing software that equips businesses with tools to create engaging email campaigns, manage email lists, automate drip campaigns, and track performance. The tools collect data to provide unique email marketing insights. 

Some metrics you can track include the number of people opening your emails, the number of recipients clicking on links, the top links clicked, the number of emails that don’t reach subscribers, and the revenue generated. These robust metrics support data-driven decision-making to maximize your email marketing ROI.

How to improve email marketing results

You can use the data you obtain from tracking and measuring your email marketing campaigns to fine-tune them and achieve the best results. Here are some tips for improving email marketing results based on the data you collect:

• Set clear goals and objectives: Defining your email marketing goals and objectives helps you narrow down the KPIs you’ll focus on. For example, if your goal is to inform, you should focus on sending emails that let them know something new about your products, business, or industry.
• Personalize email subjects: Crafting engaging, custom subject lines and body content will help you appeal to more email subscribers. Our statistics show personalized email subjects can increase average open rates by 41.8%, CTR by 14%, and conversions by 10%. 
• Ensure mobile compatibility: Making your emails responsive to many screen sizes minimizes bounce rates and improves open rates by up to 60%.
• Get your timing right: Sending out emails at times when most people are available boosts open rates and engagement. 
• Include a clear call to action (CTA): To improve CTR, your emails should include a centralized CTA, so people know exactly what to do after reading them. 
• Test everything: A key best practice for better email marketing results is testing everything from subject lines and email designs to the best times for sending emails. Try out different email testing tools and approaches to find the one that works best for your business.

Improve your email marketing results with WebFX

Email marketing can drive sales and revenue for your business, provided you have the right information, tools, and techniques. With WebFX email marketing services, you can design, create, launch, and track campaigns to attract and engage subscribers and convert them into customers.

Join our 1,450+ clients who are praising us for driving 24 million leads, $10 billion in revenue, and 7.14 million phone calls in the last five years. If you’re ready to partner with us for your email marketing strategy, contact us online today or call 888-601-5359.