How to Measure the Performance of Your Email Marketing Service – 2021 Guide

Email marketing is one of the most powerful tools for increasing sales. A correctly configured process will steadily increase revenue, while any mistakes in this process lead to customers’ rejection. These are important arguments in favor of scrutinizing the performance of your emailing systems and tools. In this article, according to the belkins.io we will talk about the effectiveness of email automation and consider important aspects, such as:

  • fundamental indicators of marketing deliverability;
  • average metrics;
  • best time to launch your marketing campaign;
  • ways to make your email marketing service more powerful.

What are

Source: smarter.rs

These are the metrics that a business uses to assess the effectiveness of its email marketing efforts. They allow you to see the industry standards and compare your indicators with the overall criteria to develop strategies to improve your benchmarks. This, in turn, has a positive effect on the marketing campaign as a whole.

Key Indicators that Impact Marketing Deliverability

Here are a few key metrics you should look at to understand how good your marketing campaign is tuned:

  1. Open Rate.
    With this indicator, you can see how many users from the total number of recipients have opened your email. You can quickly get this data from your postal service provider.
  2. Click-Through Rate.
    This metric shows how many users among all who viewed the message clicked the attached link.
  3. Click-to-Open Rate.
    This indicator shows the ratio of unique clicks to unique openings.
  4. Unsubscribe Rate.
    This metric shows how many users have unsubscribed from your mailing list after you launched a marketing campaign.
  5. Bounce Rate.
    It refers to the percentage of recipients to whom the mail provider could not deliver marketing email for some reason. At the same time, it is subdivided into Hard and Soft. A hard bounce is when an email failed to be delivered for permanent reasons (incorrect recipient name, domain, etc.). The soft bounce says that the address and domain are valid, but the email was not delivered because the mailbox was full or the text was too large.

Average Email Marketing Campaign Stats By Different Emailing Systems

We have collected email marketing statistics from the most common mailing agents and are ready to share interesting facts with you.

Average Email Benchmarks For Various Industries

Below is a table that presents the global average key indicators for various industries.

Email Open Rates Email Click-Through Rates Click-to-Open Rate Unsubscribe Rate Hard Bounce Soft Bounce
Advertising & Marketing 18.30% 2.20% 12.30% 0.25% 0.51% 0.80%
Agriculture & Food Services 23.26% 2.85% 16.70% 0.27% 0.30% 0.51%
Architecture & Construction 22.50% 2.55% 17.10% 0.24% 0.73% 1.19%
Arts 26.80% 2.95% 17.30% 0.28% 0.35% 0.49%
All non-labeled accounts 22.72% 2.92% 12.40% 0.26% 0.40% 0.68%
Beauty & Personal Care 16.55% 1.94% 15.80% 0.31% 0.24% 0.35%
Business Services 20.10% 8.01% 19.10% 0.50% 0.67% 1.23%
Computer & Electronics 19.27% 3.08% 14.45% 0.27% 0.49% 0.81%
Construction 20.77% 2.26% 12.25% 0.86% 1.28% 0.39%
Consulting 20.24% 2.49% 13.40% 0.27% 0.51% 0.80%
E-Commerce 15.68% 2.01% 14.11% 0.19% 0.26% 0.28%
Education 23.90% 2.90% 13.30% 0.21% 0.49% 0.21%
Entertainment & Events 20.51% 2.36% 12.10% 0.26% 0.28% 0.43%
Financial Services 23.80% 2.70% 10.60% 0.20% 0.29% 0.37%
Gambling 21.70% 2.90% 15.60% 0.15% 0.42% 0.54%
Government & Politics 26.80% 3.99% 14.20% 0.13% 0.30% 0.42%
Health, Pharmaceuticals & Biotech 21.15% 2.69% 13.70% 0.40% 0.29% 0.41%
Insurance 21.36% 2.13% 14.67% 0.25% 0.59% 0.70%
IT 19.55% 2.70% 14.25% 0.20% 0.40% 0.50%
Legal 22.11% 2.81% 12.36% 0.22% 0.52% 0.64%
Manufacturing 19.88% 2.18% 13.70% 0.31% 0.72% 1.18%
Media & Communication 22.45% 4.70% 15.85% 0.12% 0.15% 0.29%
Music 22.12% 3.10% 15.10% 0.26% 0.39% 0.58%
Pharmaceuticals 18.58% 2.25% 12.50% 0.17% 0.39% 0.53%
Real Estate 19.17% 1.77% 12.45% 0.27% 0.38% 0.56%
Restaurant and Venue 20.39% 1.40% 13.20% 0.39% 0.32% 0.45%
Retail 18.39% 2.25% 12.11% 0.22% 0.32% 0.39%
Sports 24.57% 3.09% 12.80% 0.26% 0.39% 0.41%
Travel & Transportation 20.44% 2.25% 14.20% 0.31% 0.51% 0.66%

Average Email Benchmarks Per Day

The key indicators also differ depending on the day of the marketing campaign. Here are the average metrics collected from different emailing systems:

Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Email Open Rates 18.10% 18.25% 18.00% 18.10% 18.00% 18.80% 17.20%
Email Click-Through Rates 2.70% 2.70% 2.60% 2.60% 2.70% 2.70% 2.40%
Click-to-Open Rate 14.00% 14.10% 14.10% 14.20% 14.20% 14.20% 13.90%
Unsubscribe Rate 0.11% 0.20% 0.11% 0.11% 0.11% 0.15% 0.11%

As you can see from the metrics, the best days to start an email marketing campaign are Friday and Monday. On these days, an average user is more prone to viewing emails and clicking links.

What If My Benchmarks are Lower than Average From Mailing Systems?

Source: unsplash.com

Suppose you analyze your metrics and find that they are significantly lower than the average, which is a typical situation. In that case, your marketing campaign is not set up correctly, and you need to improve email deliverability. Here are some areas you should work on to improve your metrics:

  • Optimization of headings;
  • Content quality and text length;
  • Focus on personalization;
  • Follow a consistent tone in all your emails;
  • Adhere to the values and policies of the company;
  • Make sure the subject line reflects the content of the email;
  • Launch a couple of different campaigns for testing;
  • Actively encourage the client to use your services.

Setting up a powerful marketing campaign yourself can be a time-consuming process. In this case, it’s better to turn to professionals who are experienced in creating effective mailing campaigns. Belkins’ specialists have extensive experience in designing and automating custom marketing campaigns for any industry. They always develop an individual approach to each company to make email marketing as useful as possible.

Takeaway

The modern consumer is very demanding, so creating a successful emailing campaign is a meticulous process that includes in-depth market research and understanding potential consumers’ pain points. Users move down the sales funnel if they are provided with quality and useful content that solves their problems. At Belkins, we have a proven track record of top-notch lead generation techniques that also convert prospects into repeat customers. We help businesses of all sizes achieve their strategic goals.

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