What is the key indicator of a successful email campaign?
Email campaigns are a marketing technique used to increase the conversion rate, expand a company’s contacts and retain its subscribers. To evaluate the performance of this marketing strategy, it is essential to identify the key indicators, called KPIs, of each campaign.
The bounce rate
The bounce rate is the percentage of undelivered emails compared to the number of emails sent during the campaign. A low bounce rate indicates that recipients opened the email, which means that the data collected by the company is reliable. It is important to reassess this rate regularly to have a correct and committed list of email addresses.
Click rate
Click-through rate measures recipient engagement with the email content. It is calculated by dividing the number of clicks on a link by the number of emails delivered, then multiplying by 100. It is an essential indicator for refining your communication strategy and adapting to customer needs.
The deliverability rate
The deliverability rate is the percentage of emails delivered compared to emails sent. It must be at least 90% to guarantee good campaign performance. It is necessary to check the reliability of the email addresses on the list and to ensure that there are no technical problems when sending.
The reactivity rate
The reactivity rate measures the number of recipients who have opened, read and clicked on one of the links present in the email, in relation to the total number of subscribers. A low responsiveness rate indicates poor adaptation of the campaign to customer needs.
The conversion rate
The conversion rate is the main objective of email campaigns. It represents the percentage of recipients converted into subscribers then into loyal customers. It can be improved by refining the call to action and personalizing the content to meet the expectations of the target audience.
Unsubscribe rate
The unsubscribe rate corresponds to subscribers’ choice to no longer receive email campaigns from the company. It can be caused by sending emails too frequently or poor targeting of potential customers.
The protest rate
The challenge rate occurs when recipients consider the email to be spam. This leads to a loss of subscribers and can damage the company’s reputation.
Why run email campaigns?
Carrying out email campaigns is an effective way for a company to make itself known, develop its presence on the web, promote products, increase brand awareness and build customer loyalty. This ensures the company significant added value and longevity.