The first step you should take after receiving Email metrics is making sure you or your team knows exactly what you want out of them. Is it growing your subscriber database, generating leads, or converting leads? This is important because you won’t know what metrics matter the most unless you have goals set or ideas initiated. Not to mention, studying metrics that don’t matter is a waste of resources.
Clickthrough Rate (CTR), Conversion Rate, and List Growth Rate are the three most important metrics every marketer should be tracking regardless of the goal. Keeping a close eye on those metrics allows calculating the performance of every email sent. Bounce Rate is a great metric all marketers should stay current on. This will save time in the long run and also keep you from looking like a spammer. A good reputation with ISP’s is vital. Email Sharing / Forwarding Rate are often overlooked metrics. Why? Because this is an absolute free way to generate new contacts. Always encourage your email recipients to pass along your email.
Depending on the goal, wasting time with metrics that don’t matter is something lots of companies mistakenly do. Hone your list down to what you actually need to keep an eye on, and ignore the rest. Lean towards ignoring Open Rate and Unsubscribe Rate by default, as these are not a reliable snapshot of the health of your email list.
It’s important that your marketers stay creative with your emails. Optimize everything! Subject lines, body, sender name, images, call to action buttons, mobile optimization, unsubscribing links, and so on! Always keep in mind that you should want to have brilliant email marketing.