Track email KPIs to justify email marketing spends

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2021, 5:11 PM GMT+0

Optimising email for multiple devices, including mobile-first, can help brands track key performance indicators (KPIs). 

Measuring the correct email, KPIs provides insights like open and click-through rates (CTRs) and helps attribute email marketing ROI. Consider email KPIs like bounce rate, email delivery rate, open rate, unique open rate, conversions and more to create optimal email marketing campaigns.

To enhance email KPIs, crafting personal, relevant, valuable, and engaging emails is recommended. Testing various subject lines and segmenting the target audience based on their demographics and purchase history can help marketers draft engaging emails.

Ensure the content in the email body is valuable and relevant and tailor the emails to meet the prospects' expectations and preferences to optimise email campaigns for KPIs. Companies should assess email KPIs like open and bounce rates regularly, while CTRs can be evaluated weekly.

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