Email campaign performance analysis

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A marketing technique used to increase conversion rates, email campaigns can be used to expand a company's contacts and build subscriber loyalty. Would you like to test the opening rate of an email campaign and analyze its impact on your company's performance? That's what our article is all about!

What is the key indicator of a successful email campaign?

When a company implements an email campaign, it is essential to be able to identify the key data that will enable the performance of this marketing strategy to be evaluated. This evaluation involves the study of seven main indicators, known as KPIs, which are decisive factors in the success of an e-mail campaign.

Bounce rate

This is the percentage of undelivered e-mails in relation to the number of e-mails sent during the campaign, multiplied by 100. The lower the bounce rate, the more likely it is that recipients have opened the e-mail, and therefore that the data collected by the company is reliable. The bounce rate is a parameter that needs to be re-evaluated regularly over the course of an e-mail campaign, in order to ensure a correct and committed list of e-mail addresses.

Click-through rate

The click-through rate corresponds to recipients' engagement with the content present in your email. It is calculated as follows: (number of clicks on a link / number of emails delivered) x 100. It is an essential KPI for refining your communication strategy and adapting to the needs and habits of your recipients.

Deliverability rate

This performance indicator for an e-mail campaign is the exact opposite of the bounce rate, since it's the number of e-mails delivered in relation to e-mails sent x 100. The results must indicate a minimum percentage of 90%, otherwise it's necessary to check the reliability of the e-mail addresses contained in your list, as well as the absence of technical problems when sending the e-mail to your target clientele.

Reactivity rate

This KPI is even more precise than the deliverability rate or the open rate, since it indicates the number of recipients who have opened, read and then clicked on one of the links in the e-mail, in relation to the total number of subscribers. A low reactivity rate is synonymous with poor adaptation of the email campaign to customer needs.

To read Le role du storytelling dans l’email marketing B2B

Conversion rate

This is the primary objective of e-mail campaigns: to convert recipients into subscribers and then into loyal customers. If the average rate is around 5%, it can be improved to boost business growth by refining the call to action, for example, or by personalizing the content to better meet the expectations of the target audience.

Churn rate

For subscribers, it's the choice of no longer receiving any email campaigns from the company. This unsubscribing action can be triggered by a number of missteps, such as sending too many emails or poorly targeting potential customers.

Dispute rate

This is when recipients transfer the e-mail to the "spam" category. Your e-mail is then considered an unwanted object, of no interest to them, resulting in a loss of subscribers, or even negative e-mails and ratings for the company.

Why run email campaigns?

Email campaigns are an effective way for a company to raise its profile and develop its presence on the web. Through regular, personalized communication, it's possible to promote products, increase brand awareness and build customer loyalty - all factors that ensure a company's added value and longevity!

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