Reviewing email engagement metrics is an effective method to gauge whether your email content is resonating with your audience. So what should you do if your email marketing engagement has started to plateau or even decline? It might be time to consider taking a more advanced and intentional approach to how you manage and measure your email program. Consider this post a training program for intermediate and more advanced senders to do just that. (Psst: if you're looking for more beginner content on how to get started on your program, head over to The Beginner's Guide to Email Marketing in 2019. ) Verification of vital emails Beginners as well as experts should check vital emails on a regular and consistent basis.
These are the basic metrics that give you the best picture of how your program or roster is performing at a high level. But according to Will Boyd, Twilio SendGrid email delivery consultant, people often focus on metrics that don't quite paint the full picture. Take, for example, open rates. "Open rates are great metrics, but sometimes people take too much inventory of open rates," says Will. "The only thing it can definitely show is if your email landed in the inbox. Yes, job title email list maybe someone opened it, but that metric doesn't show how people really engage with your content.Sometimes people won't even open your post. So what should shippers focus more on? Start by looking at the relationship between unique open rates and spam complaint rates.
This ratio represents the number of people interested enough to open versus those who flag your email as spam. If your unique open rate drops to 5% or less, that's when you can expect your messages to start filtering into the spam folder. Additionally, a high bounce rate of 5% or more is a significant signal that your email list may be at risk. "Spam compliance rates tell the most specific story of your email engagement because they serve as a direct feedback loop," says Will. "Unfortunately, spam is often the most overlooked metric." Anything over one compliant per 1,000 messages sent is a red flag for ISPs and the sender. If you hit that threshold, it's time to consider cleaning up your mailing lists and re-evaluating the content you send. “It seems small, but this rate is oddly accurate,” says Will. For more ways to lower your spam rate or why you should actually embrace spam,