Simplify the unsubscribe process. When a contact no longer wants to receive your emails, they have three options: unsubscribe from the mailing list, stop opening them, or mark them as spam. If your emails are frequently placed in the spam folder, your delivery rate may decrease. If the contact simply stops opening your emails, it may also decrease.
As you can see, unsubscribed customers are preferable to inactive ones. To make unsubscribing easier, remember to add a clearly visible unsubscribe link in all your emails.
Single Open Rate
The unique open rate gives you an idea of how many users vp quality email lists have opened your marketing email. It depends on factors such as the type of email sent, the size of the mailing list, the industry, and the target audience. Here is the formula to calculate it:
Leverage the power of the preheader . This is the preview line that appears just below the subject line of your marketing email. It's another opportunity to motivate your contacts to read your messages and increase your open rate.
By default, the first sentence of your email is often displayed in the preheader. Consider customizing it to intrigue your readers.
Include the recipient's first/last name in the subject line . Personalization has the power to generate interest in your contacts so that they open your emails. This tip won't take much of your time, but it's very effective.
Send your marketing emails at the right time. Timing has a direct impact on open rates. To choose the best day and time, put yourself in your customers’ shoes. Do they get up early? Do they go to bed late? Do they work during office hours? Then test them at different time slots.
This is great for knowing when your open rate is highest.
The CTR or click-through rate
The CTR or click-through rate evaluates the portion of recipients who have clicked on at least one link in your email. To obtain it, perform the following calculation:
Click-through rate = (number of clicks on a link / number of emails delivered)*100.
There are two types of CTR:
Unique click rate . This refers to the number of people who clicked on one of the links in relation to the total number of emails delivered.
Cumulative click rate – This is the ratio of the total number of clicks to the total number of messages sent. It takes into account all clicks, even if a recipient has clicked on a link multiple times. The goal of this KPI is to find out whether your contacts return to your email messages multiple times.
Want to know if you have a good CTR? If it's less than 1.60%, it's bad. An average CTR ranges from 1.60 to 3.06%. You have a good CTR if it's between 3.06 and 6.46%. If it's above 6.46%, it's excellent.
Looking for ideas to increase your click-through rate ? We recommend that you:
Take care of the appearance and text of your calls to action or CTAs;
Be clear and concise in the content of your marketing emails;
Create responsive emails;
Attract the attention of your contacts with a striking object.
Bounce rate
The bounce rate refers to the portion of sent messages for which you receive an error message. It is calculated as follows:
Bounce rate = (number of emails returned/number of emails delivered)*100.
