Running a successful email program means tracking the right metrics and knowing how to use them. But with so many numbers to watch, it’s easy to get lost in data that doesn’t help you reach your goals.
This guide breaks down the key metrics every campaign should track and explains how to use them to build a stronger email program.
Focus on Deliverability
Getting your emails into inboxes is step one of any successful email program. Aim for a 98-99% delivery rate, which means most recipient servers accept your messages. Pay close attention to bounces – remove hard bounces right away to protect your sender reputation, and keep an eye on soft bounces that might resolve on their own but could signal deeper issues.
Track Where Emails Land
It’s not enough for emails to be delivered – they need to reach the primary inbox. Use seed lists and tracking tools like Glock Apps to see where your messages end up. Finding out early that your emails are going to spam or promotions folders lets you fix problems before they hurt your results.
Get Real About Opens and Clicks
Email opens don’t tell the whole story anymore. Many email clients automatically “open” messages, which inflates the numbers. Instead, focus on clicks and conversions – these show real engagement. Look at how many people take action after reading your emails rather than just opening them.
Watch Your Unsubscribes
Some people will unsubscribe, and that’s normal. What matters is the pattern. If you see a sudden jump in unsubscribes, look closely at recent changes in your content or targeting. This feedback helps you understand what works for your audience.
Choose the Right Numbers
Break down your metrics into three groups: macro metrics that connect to campaign goals (like donations), micro metrics that show how tactics are working (like clicks), and vanity metrics that might look good but don’t drive results (like social media likes). Focus on what moves you toward your goals.
Keep Reports Simple
Match your reporting to what stakeholders need to know. If your client cares about volunteer sign-ups, highlight those numbers. Skip the data that doesn’t connect to their goals. This keeps everyone focused on what matters most.
Always Learn and Adjust
Review how each email performs and use those insights to improve. Look for patterns in what works and what doesn’t. Small changes based on real data can lead to better results over time. Make adjustments to your strategy based on what the numbers tell you.
Conclusion
Email metrics do more than just measure success – they guide your strategy and help you make smart decisions. Focus on the numbers that connect directly to your campaign goals, and use them to build stronger relationships with your supporters. Regular monitoring and adjustment of these key metrics will help you run a more effective email program that delivers real results for your campaign.
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