5 Email Marketing KPIs for Small Business Owners<\/h2>\n\n\n\n![\"Email](\"https:\/\/gumbamail.com\/blog\/wp-content\/uploads\/2022\/07\/Gumbamail-Campaign-summary.jpg\")
<\/figure>\n\n\n\nDo you want to grow your list? Attract a larger pool of potential customers? Increase online e-commerce conversions? Whatever your goals, you need certain benchmarks to track your progress toward <\/em>those goals. Below, we dive into several email marketing KPIs<\/a> to help guide your marketing strategy:<\/p>\n\n\n\n1. List Growth Rate<\/h3>\n\n\n\n
Your growth rate measures the rate at which your list has grown over time. If you\u2019re just launching your email strategy, you might consider tracking your growth rate to ensure you reach more subscribers over time.<\/p>\n\n\n\n
Email list growth rate = (Number of new subscribers \u00f7 Previous subscriber list size) x 100<\/p>\n\n\n\n
Here are a few things to keep in mind:<\/p>\n\n\n\n
- Industry standard:<\/strong> There truly is no industry standard for growth rate. A large company with a large marketing budget may be able to grow their list by 5-10% month over month. If you\u2019re a small business owner, you might be satisfied with a 2% growth rate.<\/li>
- Most influenced by:<\/strong> Your list growth rate is most influenced by your email opt-ins. If your list is stagnant, consider creating a new, enticing freebie to offer new subscribers.<\/li>
- Other items:<\/strong> It\u2019s not uncommon for your list growth rate to decrease over time. When you follow a regular publishing schedule, disengaged readers will naturally unsubscribe (and that\u2019s not necessarily a bad thing!).<\/li><\/ul>\n\n\n\n
2. Open Rate<\/h3>\n\n\n\n
Your open rate measures the number of people who open your email. If you notice your open rate plummet, it could be a sign that subscribers are losing interest in your content, that you\u2019re emailing your list too frequently, or that you need to start A\/B testing subject lines.<\/p>\n\n\n\n
Email open rate = (Number of opens \u00f7 Total number of emails sent) x 100<\/p>\n\n\n\n
When tracking your open rate, consider the following:<\/p>\n\n\n\n
- Industry standard:<\/strong> A good open rate<\/a> falls between 15-25%.<\/li>
- Most influenced by:<\/strong> Your open rate is heavily influenced by your email subject line, so you should continuously tweak your subject lines and preview text.<\/li>
- Other items: <\/strong>It\u2019s not uncommon for your open rate to decrease over time. If someone hasn\u2019t opened an email in six months or more, consider removing them from your list.<\/li><\/ul>\n\n\n\n
3. Forwarding Rate<\/h3>\n\n\n\n
While open rates are one of the most commonly tracked email marketing KPIs, it doesn\u2019t tell you whether or not a reader is engaged with your content. To determine whether a subscriber reads the body text, marketers track click-through rates (CTRs). They may also track your forwarding rate (sometimes called your email sharing rate), which represents how many emails get forwarded to additional recipients \u2014 people who aren\u2019t on your list.<\/p>\n\n\n\n
Email forwarding rate = (Number of forwarded emails \u00f7 Number of emails sent) x 100<\/p>\n\n\n\n
When gauging your forwarding rate, be sure to note:<\/p>\n\n\n\n
- Industry standard: <\/strong>There is no industry standard, as this figure is incredibly low (less than 0.5%). Think about it \u2014 how many times do you forward a mass email? Chances are, not often.<\/li>
- Most influenced by:<\/strong> Increasing your email sharing rate depends on writing high-quality, useful content. Sometimes, you can increase email shares by offering a special friends-and-family discount code to share with your audience\u2019s network.<\/li>
- Other items: <\/strong>Take it as a compliment every time a subscriber forwards your email to a friend. To encourage sharing, you can add a CTA that reads, \u201cLove this email? Consider forwarding to a friend!\u201d<\/li><\/ul>\n\n\n\n
4. Deliverability Rates<\/h3>\n\n\n\n
You can\u2019t expect to launch an effective digital marketing strategy if no one receives your emails. Therefore, you need to track your email deliverability rate (or delivery rate) \u2014 an important metric that measures how often your content lands in a recipient\u2019s inbox.<\/p>\n\n\n\n
Deliverability rate = (Total emails received \u00f7 Total emails sent) x 100<\/p>\n\n\n\n
When tracking your deliverability rate, be aware of the following:<\/p>\n\n\n\n
- Industry standard:<\/strong> Industry experts state a good deliverability rate<\/a> falls between 88-99%.<\/li>
- Most influenced by:<\/strong> Your deliverability rate is determined by two factors \u2014 your sender reputation and your email service provider (ESP). Your email deliverability will suffer if your emails prompt spam complaints or your ESP\u2019s automation system fails to send out your content. Sometimes, an email won\u2019t be delivered due to a soft bounce, which usually signals a downed server or full inbox.<\/li>
- Other items:<\/strong> A high deliverability rate depends, in part, on keeping your content out of spam folders. Consider implementing a double opt-in where subscribers confirm their subscription twice, making it clear to their email providers that you\u2019re a trusted sender.<\/li><\/ul>\n\n\n\n
5. Revenue Per Subscriber<\/h3>\n\n\n\n
Email marketing is a lead generation tool, creating a pool of potential customers. To ensure your email marketing efforts<\/a> are transforming readers into first-time buyers, you\u2019ll want to track the amount of revenue per subscriber.<\/p>\n\n\n\nRevenue per subscriber = Total revenue \u00f7 Total number of recipients<\/p>\n\n\n\n
Your revenue per subscriber is just one way to track the return on investment (ROI) of various email marketing campaigns<\/a>. Keep in mind:<\/p>\n\n\n\n- Industry standard:<\/strong> There\u2019s no industry standard, as the revenue per subscriber varies widely based on the number of email recipients and the price of your product line. However, email marketing, as a whole, is known to have a ROI of 4,200%<\/a>.<\/li>
- Most influenced by:<\/strong> Your revenue will vary widely depending upon where readers are within the sales funnel. For example, if you\u2019re simply building brand awareness through a welcome series, your revenue will be quite low (if not $0). However, as readers move further along the buyer’s journey, you might send them a type of email that invites them to make a purchase with a hard-hitting CTA.<\/li>
- Other items: <\/strong>Remember that selling takes time. Therefore, you shouldn\u2019t track the revenue per subscriber based on an individual email. Instead, track it across an entire campaign (e.g., 5-6 emails).<\/li><\/ul>\n\n\n\n
Track Email Marketing Metrics With Gumbamail<\/h2>\n\n\n\n![\"Gumbamail](\"https:\/\/gumbamail.com\/blog\/wp-content\/uploads\/2022\/07\/Gumbamail-mail-merge.jpg\")
<\/figure>\n\n\n\nWhen you launch your email marketing strategy, you should be tracking various KPIs to gauge campaign performance. Tracking these email KPIs ensures you\u2019re always publishing high-quality content aimed at your target audience.<\/p>\n\n\n\n
To help track your various KPIs, you need the right email marketing tools. Gumbamail is an easy-to-use email marketing plugin that works with your existing Gmail account. With Gumbamail, you get a built-in advanced reporting dashboard to track deliverability, unique clicks, opens, number of bounced emails, and other metrics. Plus, you gain access to 800+ email templates, a drag-and-drop email builder, and merge tags to personalize your emails.<\/p>\n\n\n\n
<\/figure>\n\n\n\nDo you want to grow your list? Attract a larger pool of potential customers? Increase online e-commerce conversions? Whatever your goals, you need certain benchmarks to track your progress toward <\/em>those goals. Below, we dive into several email marketing KPIs<\/a> to help guide your marketing strategy:<\/p>\n\n\n\n Your growth rate measures the rate at which your list has grown over time. If you\u2019re just launching your email strategy, you might consider tracking your growth rate to ensure you reach more subscribers over time.<\/p>\n\n\n\n Email list growth rate = (Number of new subscribers \u00f7 Previous subscriber list size) x 100<\/p>\n\n\n\n Here are a few things to keep in mind:<\/p>\n\n\n\n Your open rate measures the number of people who open your email. If you notice your open rate plummet, it could be a sign that subscribers are losing interest in your content, that you\u2019re emailing your list too frequently, or that you need to start A\/B testing subject lines.<\/p>\n\n\n\n Email open rate = (Number of opens \u00f7 Total number of emails sent) x 100<\/p>\n\n\n\n When tracking your open rate, consider the following:<\/p>\n\n\n\n While open rates are one of the most commonly tracked email marketing KPIs, it doesn\u2019t tell you whether or not a reader is engaged with your content. To determine whether a subscriber reads the body text, marketers track click-through rates (CTRs). They may also track your forwarding rate (sometimes called your email sharing rate), which represents how many emails get forwarded to additional recipients \u2014 people who aren\u2019t on your list.<\/p>\n\n\n\n Email forwarding rate = (Number of forwarded emails \u00f7 Number of emails sent) x 100<\/p>\n\n\n\n When gauging your forwarding rate, be sure to note:<\/p>\n\n\n\n You can\u2019t expect to launch an effective digital marketing strategy if no one receives your emails. Therefore, you need to track your email deliverability rate (or delivery rate) \u2014 an important metric that measures how often your content lands in a recipient\u2019s inbox.<\/p>\n\n\n\n Deliverability rate = (Total emails received \u00f7 Total emails sent) x 100<\/p>\n\n\n\n When tracking your deliverability rate, be aware of the following:<\/p>\n\n\n\n Email marketing is a lead generation tool, creating a pool of potential customers. To ensure your email marketing efforts<\/a> are transforming readers into first-time buyers, you\u2019ll want to track the amount of revenue per subscriber.<\/p>\n\n\n\n Revenue per subscriber = Total revenue \u00f7 Total number of recipients<\/p>\n\n\n\n Your revenue per subscriber is just one way to track the return on investment (ROI) of various email marketing campaigns<\/a>. Keep in mind:<\/p>\n\n\n\n When you launch your email marketing strategy, you should be tracking various KPIs to gauge campaign performance. Tracking these email KPIs ensures you\u2019re always publishing high-quality content aimed at your target audience.<\/p>\n\n\n\n To help track your various KPIs, you need the right email marketing tools. Gumbamail is an easy-to-use email marketing plugin that works with your existing Gmail account. With Gumbamail, you get a built-in advanced reporting dashboard to track deliverability, unique clicks, opens, number of bounced emails, and other metrics. Plus, you gain access to 800+ email templates, a drag-and-drop email builder, and merge tags to personalize your emails.<\/p>\n\n\n\n1. List Growth Rate<\/h3>\n\n\n\n
2. Open Rate<\/h3>\n\n\n\n
3. Forwarding Rate<\/h3>\n\n\n\n
4. Deliverability Rates<\/h3>\n\n\n\n
5. Revenue Per Subscriber<\/h3>\n\n\n\n
Track Email Marketing Metrics With Gumbamail<\/h2>\n\n\n\n
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