e-maild.com gives you extensive reporting on the metrics of your Certificates. How many e-mails have you sent? How many people have opened your e-mail? How many people have shared their Certificate on their Social Media profiles?
Answering these questions is important, while you keep growing your business.
1. Clickthrough Rate – CTR
Click through rate is defined as the percentage of e-mail recipients who clicked on at least one link contained in an e-mail.
It is calculated as: (Unique clicks ÷ Number of delivered e-mails) * 100
Example: If 250 users clicked on the link, out of the 750 in total who received the e-mail, then the CTR is 33.34%. A CTR of 33.34% is extremely high (given that the average CTR for a newsletter is 2.62%). However, the fact that the e-maild.com services are not used for newsletter sending should be taken into consideration. The e-mail recipient knows that he has participated in your event, has asked for the Certificate and is expecting it, therefore it is much more probable that he/she will click on that link.
So: (total clicks ÷ 750 delivered e-mails) * 100 = 33.34% clickthrough rate
Clickthrough rate is a highly important index to track for all e-mail marketers, since it provides significant information about the percentage of people, interacting with your content or your brand. It goes without saying that there are exceptions according to the industry, however the average is estimated at around 2.62%, according to the marketing platform Mailchimp. When it comes to Education and Training, Clickthrough rate is estimated at 2.90%, while when it comes to Consulting, this percentage is estimated at 2.49%.
Does that sound surprisingly low? There are steps you can take to improve this rate, such as include a compelling Subject line and a clear Call-to-action.
2. Conversion Rate
Conversion rate reflects the percentage of e-mail recipients who clicked on a link within the e-mail and completed a desired action, such as downloading their Certificate.
It is calculated as: (Number of people who completed the desired action ÷ Number of total e-mails delivered) * 100
For instance: If out of the 750 delivered e-mails, 100 recipients downloaded their Certificate, then the Conversion rate is 13.34%
Example: (100 people downloaded their Certificate ÷ 750 total e-mail delivered) * 100 = 13,34% conversion rate
3. Bounce Rate
Bounce rate is the index that shows the percentage of e-mails that could not be successfully delivered to the recipient’s inbox.
It is calculated as: (Total number of bounced e-mails ÷ Number of emails sent) * 100
Example: (4 bounced e-mails ÷ 754 total e-mails sent) * 100 = 0.53%
4. Social Media Sharing Rate
How many e-mail recipients have hit the share button to post content to a social network? This is the sharing rate.
In e-maild.com we have created two separate categories to help you get a more accurate picture of your Social Media presence:
Social Media Sharing Rate – Unique
The index Social Media Sharing Rate – Unique involves the unique users who shared once (or more than once) their Certificate on a Social Media, and is not affected by the number of shares performed by each user. For instance, if out of the 1.000 e-mails delivered, 100 users shared their Certificate on a Social Network, the index Social Media Sharing Rate – Unique will be 10%.
The index Social Media Sharing Rate – Unique focuses on the number of users and is mostly used to measure the engagement.
Social Media Sharing Rate – Total
The index Social Media Sharing Rate – Total, on the contrary, focuses on the number of shares for a more accurate picture of the presence of your brand on a Social Network. If, for instance, out of the 1000 delivered e-mails, 100 recipients shared their Certificates on average twice (this translates to 200 shares in total for you), the index Social Media Sharing Rate – Total will be formed at 20%.
The index Social Media Sharing Rate – Total focuses on your Brand and is used to measure Brand awareness.
5. Open Rate
How many people have opened a specific e-mail? This is the Open rate.
It is calculated as: (total unique opens ÷ Number of e-mails sent) * 100
Example: (400 unique opens ÷ 800 total e-mails sent) * 100 = 50% open rate
Open rate is a very important indicator, however, what marketers should focus on is to optimize the click-through rate instead.
One thing to keep in mind is that open rate can be a misleading metric. There is one inherent limitation when it comes to counting the opened e-mails: They can only be counted as opened if the recipient receives the embedded images in this e-mail. Many users, however, have image-blocking enabled on their e-mail client, which means that even if they open the e-mail, they won’t be included in the open rate. As a result, this metric is usually an underestimation of the true numbers.
One way to take advantage of this metric is to keep record of the open rates you have achieved in the past when addressing the same audience. Since their behavior remains generally the same, a significant increase or decrease is something worth to explore.
6. Click To Open Rate – CTOR
Click-to-open rate is the number of unique clicks as compared to the number of unique opens (Read more at Open Rate) and is mostly used as an indicator of the e-mail, design and content effectiveness.
It is calculated as: (Unique clicks ÷ Number of opened e-mails) * 100
Example: (200 clicks ÷ 250 opened e-mails) * 100 = 80% Click-to-open rate
Let’s suppose that out of the 750 delivered e-mails, the 250 have been opened. Out of these 250 recipients who have opened their e-mail, the 200 clicked at a link. This leads to a stunning 80% CTOR rate! Keep in mind that in order to form safe assumptions, you need to evaluate the rest of the indexes.