Track email marketing performance KPIs
1. Create a spreadsheet in excel or your chosen application, and label the columns which will be your micro or campaign-specific KPI trackers.
These can include: Campaign name. Send date. Subject line. Open rate. Click rate. Unsubscribe rate. Revenue. Number of orders. The column titles are a good starting point, however, you can track many more metrics depending on your business’s data needs. Other metrics to consider tracking AOV, bounce rate, cost per user, and downloads.
2. Open your email marketing platform and navigate to sent campaigns.
Open a past campaign and click on the Campaign report or Metrics tab. Set the report to display the required information for the columns you created above, in your spreadsheet. Input the numbers into your spreadsheet under the relevant column name. Do this for all past campaigns you wish to track the KPI’s for.
3. Create a second spreadsheet, either as a workbook in your campaign tracker, or a new spreadsheet, and label it Monthly KPI's.
Create column names such as: Open rate. Click rate. Unsubscribe rate. Revenue. Number of orders. Total send size. Again like the campaign-specific KPI tracker, you can adjust what you record according to your business’s needs. The above KPI’s should be included as a minimum. You may track weekly KPI’s if it makes sense for your business’s needs. However, monthly KPI tracking is often more useful. Especially if you are tracking individual campaign metrics as well.
4. Open your email platform and open your general reporting or metrics tab, and set the display period to be the past 30 days.
Set the report to display the KPI’s for the columns you created in your monthly KPI spreadsheet. If you are tracking KPI’s weekly set the display period to be 7 days.
5. Record the relevant monthly KPI in its corresponding spreadsheet column.
Take note of any KPIs that have changed significantly from previous periods. It is also a good idea to create a yearly KPI tracker by following the same process as the monthly KPI tracker, but setting the period to 365 days. This will allow you to compare year on year growth.