Every email marketer knows the feeling of satisfaction when an email is sent: part relief, part anxiety. When you hit "Send", the hard part is over and you can sit back and wait for the results to come in so you can judge whether the email you sent was successful or not. Knowing this information is powerful, it fuels the future growth of your email marketing program. But what email metrics and key performance indicators (KPIs) should you be measuring? What does your email service provider (ESP) or marketing automation platform (MAP) and third-party analytics tools give you? We asked thousands of marketers what metrics they currently track. Here's what we found.
The State of Email Analytics in 2021 Almost all ESPs offer the basics – opens, clicks, and unsubscribes – and the overwhelming majority of brands track these metrics. However, after that, the visibility decreases rapidly. According to our State of Email Analytics report, nearly half of brands (45%) don't track email interactions through to conversions. Less than a fifth (17%) measure their return on investment (ROI) in email marketing. And only 12% of brands E-Commerce Photo Editing Service measure subscriber lifetime value (LTV). Email Metrics Tracking Chart Brands using third-party analytics tools are much more likely to measure the monetary value of their email campaigns, such as revenue per subscriber, LTV, and ROI. This is great because the better you can track, the better you can optimize.
Marketers who use third-party analytics tools see 25% higher ROI than those who don't. Email Marketing ROI chart of those who use third-party analytics and those who don't Along the same lines: When you give everyone, not just your email team, insight into how your email program is performing, you empower them to use email insights. across your business. In turn, this can improve overall marketing effectiveness. Brands that consistently share email results with both their marketing and non-marketing teams see 28% higher ROI! Email Analytics Status Report (Second Edition) Get more insights into email performance visibility Want more information? Check out our Email Analytics Status report to see how your email analytics stack up against your peers,