I’ve worked with 300+ clients and generated over $100 million in email marketing revenue for them.
If you want to earn with email, get obsessed with these 7 metrics:
🧵
If you want to earn with email, get obsessed with these 7 metrics:
🧵
Quick note before we start:
I’m going to give some benchmarks for each of these metrics, but the reality of data analysis is more nuanced.
Don’t take those benchmarks as firm goals.
Just use them as reference points.
Let’s get into it…
I’m going to give some benchmarks for each of these metrics, but the reality of data analysis is more nuanced.
Don’t take those benchmarks as firm goals.
Just use them as reference points.
Let’s get into it…
1. Open Rate
Your first goal for any email is to get it opened.
Your primary tools for doing so are the subject, preview, and your reputation as a brand.
Ios15 has made open rate data less reliable, but it’s still work tracking.
Benchmark: 25-40%
Your first goal for any email is to get it opened.
Your primary tools for doing so are the subject, preview, and your reputation as a brand.
Ios15 has made open rate data less reliable, but it’s still work tracking.
Benchmark: 25-40%
2. Click Rate
Once you get an email opened, your next job is to get clicks.
Rookies are often shocked by how few people click through to the site.
Optimize your offer, copywriting, and visuals to maximize clicks.
Benchmark: 1.5-5%
Once you get an email opened, your next job is to get clicks.
Rookies are often shocked by how few people click through to the site.
Optimize your offer, copywriting, and visuals to maximize clicks.
Benchmark: 1.5-5%
3. Placed Order Rate
At the end of the day, email marketing is all about making money.
This metric tells you how many of those clicks are buying.
Optimize your offer, on-page copywriting, and on-page visuals to maximize order rate.
Benchmark: N/A, depends on too many factors
At the end of the day, email marketing is all about making money.
This metric tells you how many of those clicks are buying.
Optimize your offer, on-page copywriting, and on-page visuals to maximize order rate.
Benchmark: N/A, depends on too many factors
4. CTOR
This is the click rate relative to the people who opened.
Just like open rate, ios15 has made it less reliable, but it’s still helpful.
That’s because it is more specific than click rate, which is more general.
Benchmark: 5-15%
This is the click rate relative to the people who opened.
Just like open rate, ios15 has made it less reliable, but it’s still helpful.
That’s because it is more specific than click rate, which is more general.
Benchmark: 5-15%
5. Unsubscribe Rate
People will unsubscribe after every email you send, no matter how useful it is.
Still, a high unsubscribe rate signals that you’re doing something wrong.
Play around with your strategy until it’s at a reasonable level.
Benchmark: 0.3% or less
People will unsubscribe after every email you send, no matter how useful it is.
Still, a high unsubscribe rate signals that you’re doing something wrong.
Play around with your strategy until it’s at a reasonable level.
Benchmark: 0.3% or less
6. Spam Rate
This is how often recipients are reporting you for spam.
In large quantities, reports like this kill your domain reputation and lead to lower open rates.
Lower spam rate by communicating better and not selling too hard/frequently.
Benchmark: 0.05% or less
This is how often recipients are reporting you for spam.
In large quantities, reports like this kill your domain reputation and lead to lower open rates.
Lower spam rate by communicating better and not selling too hard/frequently.
Benchmark: 0.05% or less
7. Bounce Rate
This measures how many fake/bad email addresses you’re sending to.
It’s usually only an issue for companies that buy lists and do giveaways.
If yours is high, be more careful with how you collect addresses.
Benchmark: 0.4% or less
This measures how many fake/bad email addresses you’re sending to.
It’s usually only an issue for companies that buy lists and do giveaways.
If yours is high, be more careful with how you collect addresses.
Benchmark: 0.4% or less
Finally, how to use them:
First you need to start sending.
Once you have data, analyze and adjust.
If disengagement (5-7 on the list above) is high, try being softer with your pitches.
If sales are low, try ramping the persuasion up.
Etc.
Test, get data, optimize, repeat.
First you need to start sending.
Once you have data, analyze and adjust.
If disengagement (5-7 on the list above) is high, try being softer with your pitches.
If sales are low, try ramping the persuasion up.
Etc.
Test, get data, optimize, repeat.
That's everything.
If you liked this thread:
1. Follow me @thePhilRivers for more
2. RT the tweet below to share the knowledge
Thanks for reading 🤝
If you liked this thread:
1. Follow me @thePhilRivers for more
2. RT the tweet below to share the knowledge
Thanks for reading 🤝
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