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A marketing technique used to increase conversion rates, email campaigns help to broaden a company's contacts and build subscriber loyalty. Would you like to test the opening rate of an email campaign and analyse its impact on your company's performance? Well, that's what our article is all about!
What is the key indicator of a successful email campaign?
When a company sets up an email campaign, it is essential that it is able to identify the key data that will enable it to evaluate the performance of this marketing strategy. This evaluation involves studying seven main indicators, known as KPIs, which are decisive factors in the success of an email 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 the recipients have opened the email, 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 email campaigns in order to have a correct and committed list of email addresses.
Click-through rate
The click-through rate corresponds to recipients' engagement with the content contained 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 email campaign is the exact opposite of the bounce rate, since it is the number of emails delivered compared with the number sent x 100. The results must indicate a minimum percentage of 90%, otherwise you need to check the reliability of the email addresses in your list and the absence of technical problems when sending the email to your target audience.
Reactivity rate
This is an even more precise KPI than the deliverability rate or the open rate, as it indicates the number of recipients who have opened, read and then clicked on one of the links in the email, in relation to the total number of subscribers. A low reactivity rate means that the email campaign is poorly adapted to customer needs.
To read Le role du storytelling dans l’email marketing B2B
The conversion rate
This is the primary objective of email campaigns: to convert recipients into subscribers and then into loyal customers. While the average rate is around 5%, it can be improved to boost your company's growth by refining the call to action, for example, or by personalising 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 action of unsubscribing can be the result of 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 as an unwanted object, to which they have no interest, resulting in a loss of subscribers, and even the receipt of negative e-mails and ratings for the company.
Why run email campaigns?
Email campaigns are an effective way for companies to raise their profile and develop their presence on the web. Through regular, personalised communication, you can promote your products, raise brand awareness and build customer loyalty - all factors that add significant value to your business and ensure its longevity!
