It’s a fun time to be a marketer. We have more avenues than ever to reach out to our audiences, and our creativity is bolstered by data and objective decisions, not just a gut feeling.
Email marketing is one such channel where metrics allow for extensive testing and measurement. And while there are several data points to consider, three immediately start to populate once an email has been sent - open rate, bounce rate, and click-through rate (CTR).
These three numbers are important for different reasons: The open rate, for example, gives you an idea of roughly how many people are reading your email. The bounce rate essentially shows how clean and healthy your email address list is, and needs to be kept as low as possible to ensure your emails stay in good standing with your readers. Your CTR is likely among your lowest numbers, but most important metrics. This is a higher quality metric and measures the number of unique clicks in an email divided by the number of emails successfully delivered.
To learn more about these three metrics and their significance, check out this infographic from Salesforce.