The performance indicators of an e-mailing campaign

In order to know if your e-mailing campaign is successful, you need to analyse the statistical data. (Yes, we know it's a lot less fun!)

But, emailing campaigns have very specific performance indicators. It is by analyzing these indicators that you can optimize your campaigns to have even more impact. 

The opening rate

The opening rate? It tells you the number of people who have opened your email in relation to the number of emails sent. This rate is calculated as a percentage.

If your opening rate is low, it can be due to several things. First of all, think about reviewing your target audience, you may not be addressing the right people. Secondly, be aware that what drives a person to open an email is first and foremost the subject and the pre-header of the email. It is therefore imperative that you take meticulous care of these two elements.

As an added bonus, you can also personalize the subject of your email. According to many studies, personalized emails have a higher opening rate.

The click rate

This indicator allows you to define the percentage of individuals who clicked on at least one link in your email in relation to the number of people who received the message.

This indicator allows you to know which elements of your email have aroused the interest of your readers.

If your click rate is low, you should also check whether you are addressing the right target. In addition, to optimize the click rate you must take care of your call-to-action and the design of your e-mails. These two elements have a direct impact on your click rate.

The unsubscription rate

The unsubscribe rate refers to the number of people who unsubscribe from your emails in relation to the number of emails delivered.

When this happens, it means that you have lost a subscriber, so you need to react.

If your unsubscribe rate is high, ask yourself questions to try to understand where this may be coming from.

Usually this is due to poor segmentation. It can also happen if you send your emails too frequently.

The bounce rate

The bounce rate indicator allows you to set the number of emails that have not been received in relation to the number of emails sent. More simply, it is all the emails that never arrived at their destination. The bounce rate is divided into two categories: soft bounce and hard bounce.

• Soft bounce

This means that the email address is temporarily unavailable. Usually this happens when the inbox is full.

• Hard bounce

Hard bounce means that the email address does not exist or contains an error. It therefore refers to typos or false addresses.

In order to avoid a too high bounce rate, you should regularly update your database. You can also set up a double opt-in system. That is to say, a double confirmation of registration to your e-mailing.

The conversion rate

This indicator is very interesting because it gives us information on the number of individuals who have carried out a concrete action (purchase, reservation, registration, etc.) in relation to the total number of recipients.

Thus, it allows us to measure the effectiveness of a campaign and therefore the return on investment of your emailing campaign.

To improve your conversion rate, you can segment your target audience.

Now you know all the indicators you need to focus on. However, to optimize your campaigns, don't neglect A/B testing. For those of you who don't know what A/B testing is, here's a little catch-up session, just for you!

It simply uses a technique to compare two versions of the same content. For example, you want to improve your click-through rate but you are hesitating between two different designs. In order to determine which design will have the most impact on your subscribers you simply need to split your database in two. You send version A of your email to the first part of your database and version B to the second part. Then you analyze your statistics (encooooore) to know which design to choose.

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