Performance indicators for an emailing campaign
An emailing campaign or emails is an English term describing the sending of emails to a defined group of people. These people can be your customers, prospects, suppliers, and even your employees. Every emailing campaign constitutes a communication action, also called direct marketing. Like any communication action, sending emails must also be monitored. Performance indicators should therefore be closely monitored to analyze the results of a marketing operation.
As we explained in a previous article, the colors used in your emailer design can be interpreted differently by different readers. If you still have doubts about which colors to use and which ones not to use we let you read this article.
Presentation of all indicators
The opening rate
It is the indicator most studied and analyzed during emailing campaigns. As its name indicates, the opening rate corresponds to the opening of the email, or newsletter. This indicator is not 100% reliable. Indeed, many mailboxes do not load images directly. For the opening rate to be taken into account, the mail must be opened and the images loaded.
Here are the reference indicators to analyze your opening rates:
- Low opening rate: less than 10 per cent
- Average opening rate: between 10% and 20%.
- High opening rate: over 20%.
The click-through rate
The click rate is obtained by dividing the number of clicks by the number of open emails. It is a very relevant indicator because it measures the effectiveness of the messages transmitted in your email campaign. If you want to “prompt” the click, add CTA/Call To Action buttons.
Here are the reference indicators to analyze your click-through rates:
- Low click-through rate: less than 3
- Average click-through rate: generally between 3% and 7%.
- High click-through rate: over 7%.
The reactivity rate
The reactivity rate corresponds to the ratio between the number of clicks and the email opening rate. This way you know if the subject of your e-mail matches the body of the text. This rate thus makes it possible to analyze the reaction of the recipients of the emailer design.
Here are the reference indicators to analyze your reactivity rates:
- Low reactivity rate: less than 10%.
- Average reactivity rate: between 10% and 20%.
- High reactivity rate: above 20%.
Churn rate
This indicator is one of the most important on this list. As its name indicates, it gives the number of people who, after sending your newsletter, decide to unsubscribe. As you send your newsletters, this rate should decrease.
Unlike other rates, it should be as low as possible.
Here are the reference indicators to analyze your churn rates:
- Low churn rate: less than 0.2%.
- Average churn rate: between 0.2% and 1%.
- High churn rate: above 1%.
The complaint rate
The complaint rate corresponds to emails reported as “spam”. It is therefore the result of the number of complaints about the number of shipments. The higher the complaint rate, the lower the deliverability.
Here are the reference indicators to analyze your complaint rates:
- Low complaint rate: less than 0.05%.
- Average complaint rate: between 0.05 per cent and 1 per cent
- High complaint rate: over 1%.
The IASP rate
The NPAI rate corresponds to the rate of emails not delivered because of e-mail addresses that cannot be found or no longer exist. You must therefore clean up your database immediately to avoid the same error messages the next time you send emailing.
Here are the benchmark indicators to analyze your IASP rates:
- Low IASP rate: less than 5%.
- Average IASP rate: between 5% and 10%.
- High IASP rate: greater than 10%.
The conversion rate
Emailing campaigns must make it possible to measure all the rates linked to the sending of this emailing. The conversion rate represents the number of shares that are intended to convert at:
- Selling a product
- Request for quotation
- Appointment request
- Appeal following this campaign