Measure the success of your email campaign and get to know your customers. Read this article to learn what metrics you should focus on, how they impact your business, and how email campaigns help you build a successful brand.

FIRST, CREATE A PLAN

Every campaign needs to be measured. The first step is determining what KPIs are relevant to your business or campaign. You can measure typical metrics like Open Rate or Click Rate, but they are becoming less relevant. The CareCloud platform offers Analysis and Reporting, which shows metrics like Uplift or Promoted Product Revenue that are way more relevant for the business.

Another thing you need to do before you create an email campaign is to define your target and intentions. Be careful; it needs to be measurable. Set your goals before the campaign is even created.

KPIs OF THE EMAIL CAMPAIGN

These metrics show the campaign success rate. These types of data are summarized in overviews, but to get the most out of them, we need to know what they are showing. We have already mentioned some of them, and now we will tell why they are important.

• Open Rate compares the number of opened emails with the number of sent ones. Although this metric was popular in the past, it’s hardly relevant anymore. The main issue is that Apple devices pre-load all emails, distorting this metric.
• Click Rate checks how many recipients clicked on the link from the email. Still, the Click Rate is not relevant anymore either because of the same problem as with the Open Rate. Apple has antivirus protection that opens the links automatically, so you may see a high Click Rate but without the number of organic clicks.
• Uplift measures the turnover of customers who received the email. This measures how many extra purchases are because of the campaign. The calculation is very easy: deduct the average turnover of the audience from the average turnover of the control group not addressed by the email, and the result is divided by the number of customers who received the email. Then, you get the uplift.
• Promoted Product Revenue shows the turnover from the product you actively promoted in the campaign. The calculation here is the same as with the uplift. Deduct the promoted product’s average turnover of the audience from the promoted product’s average turnover of the control group not addressed by the email, divided by the number of customers who received the email. For example, you get new products that you promote through the email campaign. This metric shows the income from the advertised products.

Don’t worry; you don’t need to remember how to calculate any of this. With Analysis & Reporting, you have all these metrics organized and readily available for effective use.

THE IMPACT ON YOUR BRAND

Email marketing presents a major way to grab the interest of your customers. If you manage email campaigns right, they also become an effective and quick way to inform customers about new products or services. On top of that, sending emails is almost free, which makes it a cost-effective communication channel. Platforms like CDP & CRM CareCloud make the whole process much easier — collect customer data in one place, use it for personalization, and send your email through automation workflows.

Anyway, there are also metrics that help you see whether the email campaign has been worth it. For instance, the conversion rate measures how many people took a specific action you wanted them to do. Every email campaign is sent for a reason — to keep your brand in customers’ minds, improve sales, increase activity on the website, etc. Choose an action the customers should take and measure if the campaign has been successful.

On the other hand, ROI measures if your campaign has been cost-effective. The mathematical formula is (profit minus cost)/cost. If you earn more than you put into the email campaign, your investment’s ROI is net positive. According to statistics from CareCloud, email marketing has the highest ROI.

CAN’T TRACK WITHOUT A PLATFORM

Your success can only be measured with the right platform. Join CDP & CRM CareCloud and start to create amazing marketing campaigns. In Campaign & Segmentation, you can design emails and then segment your customers according to your preferences. Moreover, let Marketing Automation send the email without your intervention. Lastly, see the campaign results in Analysis & Reporting, divided in well-arranged boards.