Read Time 4 Minutes
Why Advanced Email Marketing Metrics Matter
Learn how to measure email marketing success with detailed metrics, tools, and tips designed to refine your strategy and maximise results.
Email marketing isn’t just about sending emails; it’s about building relationships and driving results. And with more than 361 billion emails sent daily (set to hit 376 billion by 2025!), competition for inbox space has become even fiercer.
As the team at SuperOffice explains:
“For the very best online marketers, email marketing is their go-to marketing channel. It brings in results and delivers the best ROI, outperforming all other strategies.”
To make email work for you, you need to measure what truly matters.
“Trends change quickly, and what worked 12 months ago may not be successful today. Be open to testing, and when you understand what works, find ways to automate it.”
Want to stop guessing and start growing? Get in touch with me now!
As the team at SuperOffice explains:
“For the very best online marketers, email marketing is their go-to marketing channel. It brings in results and delivers the best ROI, outperforming all other strategies.”
To make email work for you, you need to measure what truly matters.
Key Advanced Metrics for Measuring Success
Basic metrics are a great starting point, but advanced analysis is where the magic happens. Here are the metrics that’ll give you a clearer picture of your email marketing’s real performance:- Engagement Over Time
- Identify when subscribers are most active. Are they opening your emails in the morning, or do they prefer late-night reading?
- Use tools like Mailchimp or Campaign Monitor to visualise trends and adjust your send times for better engagement.
- Revenue Per Email (RPE)
- RPE shows how much revenue each email generates, providing insight into which campaigns truly pay off.
- Combine this metric with segmentation for more precise targeting. For example, landlords interested in short-term leases may respond better to certain offers.
- Subscriber Lifetime Value (LTV)
- Email marketing isn’t just about immediate ROI; it’s about building long-term relationships. Track how much revenue a subscriber generates over time to assess your email program’s effectiveness in nurturing loyalty.
- Forwarding and Sharing Rates
- Are your subscribers sharing your content? High forwarding rates indicate that your content resonates enough to be passed on, a surefire sign of quality.
- Bounce Rate Analysis
- Not all bounces are created equal. Differentiate between soft bounces (temporary issues) and hard bounces (invalid emails). Addressing this can improve your deliverability and sender reputation.
Tools for Advanced Email Analytics
Thankfully, you don’t need to work on these numbers manually. Here are some platforms that can make advanced email analysis easier:- HubSpot: Tracks engagement and ties email performance to business outcomes, like leads or sales.
- Google Analytics: Use UTM parameters to see how email traffic contributes to website goals, such as filling out contact forms or downloading guides.
- Litmus: Delivers insights into how emails perform across devices, helping you optimise for mobile users (which is critical, as 46% of marketing emails are opened on mobile).
Tips for Using Data to Improve Your Campaigns
Once you’ve gathered your metrics, it’s time to put them to work. Here’s how:- A/B Testing
Split-test not only subject lines but also CTA placement, email length, and even the sender name. - Optimise for Mobile
Responsive designs and concise CTAs are a must. Did you know mobile email clicks generate four times more revenue than desktop clicks? - Segment Your List Thoughtfully
Sort your audience by property type, location, or stage in the leasing journey for hyper-relevant messaging.
Putting It All Together
By going into advanced metrics, using the right tools, and applying the data insights, you can make email marketing the driving force behind your rent roll growth. As the experts at SuperOffice aptly point out:“Trends change quickly, and what worked 12 months ago may not be successful today. Be open to testing, and when you understand what works, find ways to automate it.”
Want to stop guessing and start growing? Get in touch with me now!
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