this number measures emails that fail to be delivered to their recipient for different reasons. If the email does not exist we speak of a “hard bounce”, while if the email exists but the mail cannot be delivered temporarily we would have a “soft bounce”. It is important to debug the database so that this metric is as close to zero as possible.
percentage of users who open the message, with respect to the emails delivered. The open rate is determined by the trust generated by the email sender and the attractiveness of the subject.
percentage of users who click on an email compared to those who have opened it. It can vary greatly depending on the campaign and is one of the critical data to optimize.
Conversion rate: percentage of users who perform the desired action, such as buying something in our or registering on our page.
Email marketing metrics: what numbers can we expect?
Sometimes it is difficult to assess whether your campaign is being a success or if you need to improve, especially if you are relatively new to email marketing. Therefore, it is always convenient to review the figures for different markets. Let’s see what the main studies say on the subject.
Average figures of the main email marketing metrics
conducted a study of email marketing results based on company size. Rather than focus on the differences based on the number of employees, this study is interesting to see the average data for the main metrics:
The result is the open and click rates are much higher in the case of the first two cases, that is, of the emails that are activated in response to user behavior . While behavioral-triggered emails achieved 45.7% open rates and 10.75% clicks, newsletters only achieved 22.83% opens and 3.48% clicks.
The conclusion is that many newsletters are not capable of offering relevant content, perhaps because they insist on maintaining a certain periodicity. My recommendation, therefore, is to focus more on having interesting content and less on sending communications in a specific period. It is also a good idea to test the content on social networks to see which ones generate the most interest.
Best days and times to send emails
Rivers of ink have been written about this email marketing metric, so let’s see if we can shed some light on it.
According to the study from last year, a very revealing fact is that the spikes in click and open rates do not coincide . While the highest open rate occurs between 10 and 11 in the morning, emails generate more clicks in the afternoon, after the end of the working day (that is, between 6 and 7) and at night, before going to sleep.
