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10. Campaign measurement and adjustment fail
Measure, compare and adjust . Any marketing strategy should take these three steps into account. Of course, this loop is also applicable to email marketing.
Make sure you calculate the ROI of your overall email marketing strategy , and also try to choose a manageable number of metrics that allow you to see the evolution of the different campaigns. What is usually measured? According to Litmus , and there is no surprise here, the eight most used metrics by marketing professionals are opens (95%), clicks (88%), unsubscribes (73%), clicks on opens or CTOR (69%), bounce rate (56%), conversions (55%), deliverability (47%) and database size and growth rate (37%).
Okay, so you have the data in hand, and you might be wondering, for example, what number is a good unique opening rate or what unsubscribe rate is a concern. There are studies, such as GetResponse's benchmark metrics , that you can use as a guideline for different countries and industries , but remember that there may be many other factors that you should take into account. These numbers are not indisputable, rather they should be used as a simple reference.
