Emails were a big deal when the world was just starting to get introduced to the space of the Internet. Now it’s easy to take email for granted. It’s something that’s available at home and the office. Let’s think about that for a second. How many times have you checked your email today? Once? Twice? I’m betting it’s more than that. Let’s see how you compare.

91% of people spend quality time in their inboxes every day

That means email is probably the one channel that ALL of your customers and fans will be on, which is pretty amazing.

Email marketing is great for a lot of reasons, but here are 4 good ones…

Email marketing connects you directly with your customers

Your email should be part of that list.

It's possible to send different messages to all of your contacts

You should be sending targeted messages.

It is pretty easy to set up and get going quickly

A lot of businesses use it as one of their first marketing channels.

Easily tell if you're reaching your marketing goals

Tracking email engagement rates helps you hit your marketing goals.

Let’s check out a real business doing it right

Valuable emails are useful, timely, and interesting to people.

This useful email from in-home spin class company Peloton introduces new customers to the best instructors they offer.

It’s safe to say that finding the time to exercise is a major hurdle. So Peloton sent a timely email to take advantage of the extra hour daylight savings time offers.

A lot of exercise bikes only have one-use. But Peloton found interesting ways to make them multi-use by emailing customers on-demand playlists.

Awesome! You can now create some useful, timely, and interesting email like Peloton did, hit send, and stick a fork in it, right?

Sure… as long as that fork includes a way of measuring your email marketing success.

There are many ways to measure your email marketing performance

let’s take a closer look at these 4

% of people who clicked on your email links

% of people taking the action your email asked them to do

% of people who opened your email

% of people who decided to unsubscribe after getting your email

So what are we looking at here? What is so important about these metrics? Well, 2 of them are the most important email marketing rates to measure. The other two are not that critical.

CTR and conversion rate are the most important things to measure.

CTR will tell you if your email is useful, timely, or interesting to your readers. Tracking it will show you if your message or offer can successfully get people to click your links and learn more about your offer. You can also measure how your CTR changes over time to know when to update your content and tweak it.

Your conversion rate tells you if your email marketing efforts are making sales and helping your business. A potential customer becomes a “conversion” when they take action in your email, like purchasing from your store. Conversion rate, then, is one of the most important things to track if you want to know how much your email marketing is helping you reach your goals.

It’s always interesting to see how many people opened your email but the stats are unreliable. Open rates are measured by a tiny image pixel embedded in the email, unfortunately, a lot people have image blocking on and the pixel doesn’t register.

You also can’t tell how many people just deleted your email or sent it to the spam folder. Don’t get offended if someone unsubscribes from your list, they are doing you a favor. If they are not interested in your message it’s better to have them off your list than sitting around stagnant.

Enjoying these guides?

Don’t miss out. Get Marketing Muscle guides like this delivered to your inbox free every Thursday!