How Are My Campaigns Performing?
Campaign Open Rate
Open rates vary largely depending on the size of your list, method of collecting email addresses and a host of other factors, but generally speaking, a healthy open rate is in the 20% – 40% range. If your open rates are above that, then your campaigns are well optimized, and if they’re below that range, then there’s likely some opportunity for improvement.
Your open rate is typically an indicator of how well your subject lines are performing. By tracking the open rate trends for individual campaigns, against your benchmark you’ll be able to test which subject lines are the most compelling for your audience.
Campaign Click rate
Your click-through rate can vary largely depending on the size of your list, the content of your email and a host of other factors, but generally speaking, a healthy email click-through rate is in 15% range.
Your CTR is usually an indication of how valuable the content of your email is to your audience as well as the call to action associated with it.
Generally speaking, a healthy email click-through rate is in 15% range.
What Are Your Highest Performing Campaigns?
Top 5 campaigns
Wouldn’t it be awesome to easily see your top performing campaigns? With the Top 5 campaigns report you can quickly see which of your campaigns are performing best. This can help you then help you analyze why these campaigns performed well. What subject line did you use? What was the content? Did you send it at a specific, targeted time by time zone or use send time optimization? Did you send to targeted segments? Was personalization or behavioral data used? All of these elements can lead to successful email campaigns.
Once you know why your campaigns performed so well, you can leverage it for future campaigns, or possibly even use the high-performing campaigns in customer journeys.
Top 5 journeys
Understanding how your customer journeys perform is critical given these campaigns serve a distinct purpose in your overall email marketing strategy. Now it is easy to see what your top 5 journeys are so you can drill down to the elements of the journey that make it successful.
When creating a customer journey we consider the content, rules, and triggers. Each of these elements and the way you use them can affect the success of your journey. For instance, you may set up a customer journey with the end goal of getting a customer to make a repeat purchase. When setting up your journey, you could trigger it off the segment of certain customers that have made a purchase in a given time frame. You could then create a series of emails that would lead them down the path to repeat the purchase behavior or purchase another item(s). You would also consider the cadence of these messages; when do you send the first message? How long do you wait between each message? You can see how examining each of these components can be insightful in informing changes you may want to make to existing journeys, and your strategy for future journeys.
What Are My Deliverability Trends?
Deliverability benchmarks may vary by industry and company, so it’s important to understand how your company’s overall delivery rates are trending – to create a benchmark for all of your campaigns and automated emails.
The delivery rates are calculated by summing up all of the emails sent and subtracting out the bounces.
If your deliverability rates are low, you may be unintentionally doing one of these nine things.
Delivery rate by geography
By looking at your deliverability rates by geography, you may notice that there is a cluster of subscribers in a specific region that is suffering. You can isolate these subscribers into a segment and work to improve deliverability with a re-engagement campaign or by removing or unsubscribing disengaged subscribers. As we’ve noted, it’s much better to send to a smaller, more engaged list than a larger less engaged list and can impact your deliverability accordingly.
How Can I Use Insights to Improve My Strategy?
Click to open rate
Click-to-open rate, or CTOR, is determined by taking the unique clicks and dividing by unique opens, and then expressed as a percentage. It tells you of the recipients who opened the email, how many clicked and is a leading indicator of the value of the content that you’re sending.
If you send multiple pieces of content in your newsletters or include multiple links, then understanding exactly which links subscribers are clicking can help you improve the way you format CTAs and structure your campaigns.
Our Content dashboard can help with this. These reports provide a detailed view into which links and CTAs are driving the most engagement in every campaign.
Insights like this can ultimately help you make more strategic choices about the placement of content in your campaigns and can help you make changes that positively impact your CTOR and significantly influence your overall email performance.