How can you measure email engagement over time?

In my opinion, to measure email engagement, I track open rates, click-through rates, and unsubscribe rates over time. Comparing these metrics monthly or quarterly shows trends in how recipients interact with my emails. A/B testing different subjects or content can also reveal what resonates with my audience. Monitoring the impact of these metrics on broader business goals is key to evaluating the success of my email campaigns.

Open rate is often considered as a of the most important metrics of your email marketing engagement. But don’t forget it also reflects the quality of your contacts base. You can experiment with your email subjects and content as much as you want, but if most of your contacts are inactive or irrelevant, you would never be able to increase that open rate.

Email engagement is an essential KPI to develop your email strategy. Using this data for your email marketing will help you understand your audience further and provide relevant content. Your email engagement metric will depend on the type of engagement you hope to achieve from your subscribers. For example, if you are hoping to get lots of opens and clicks on a CTA, you would add those numbers like the formula shown below. It is a measurement of how your audience interacts with your email message. (Opens + Clicks) / Sent = Engagement Rate

The open rate measures the percentage of recipients who open your emails. It's a fundamental metric indicating the initial appeal and relevance of your content. A higher open rate suggests that your subject lines and preview text resonate with your audience, sparking their interest to engage.

Además de escribir un buen asunto, para obtener una buena tasa de apertura, es imprescindible que el remitente esté personalizado y que sea fácilmente identificable. Si los usuarios no saben quién está colándose en su bandeja de entrada o la dirección de correo resulta sospechosa, enviarán el correo a la papelera o a spam.

Click-through rate: CTR – (total measured clicks ÷ delivered emails) x 100 Click-through rate, or email click rate, is the measure of how many people clicked on a hyperlink, CTA, or image within a particular email. It can be calculated by taking the total number of clicks an email receives, and dividing that number by the total number of delivered messages.

CTR calculates the percentage of recipients who click on links within your email. This metric reflects the effectiveness of your email content and call-to-action (CTA). A higher CTR implies that your email content is compelling, encouraging readers to take the intended action.

Click-through rate (CTR) is a metric used in digital marketing, including email marketing, to measure the effectiveness of a specific campaign. It is calculated by dividing the number of clicks an email receives by the number of delivered emails, expressed as a percentage. \[CTR = \left(\frac{Number \ of \ Clicks}{Number \ of \ Delivered \ Emails}\right) \times 100\%\] A higher CTR generally indicates that a higher percentage of recipients engaged with the content and clicked on the links within the email. This metric is crucial for assessing the performance and relevance of your email campaigns, helping you gauge how well your audience is responding to your messages.

Open rate: Open rate = (# emails opened ÷ # delivered emails) x 100 Click-through rate: CTR – (total measured clicks ÷ delivered emails) x 100 Click-to-Open rate: CTOR = (# of unique clicks ÷ # of unique opens) x 100

This metric gauges the percentage of recipients who complete the desired action after interacting with your email. It could be making a purchase, signing up, or downloading content. A higher conversion rate signifies that your emails effectively guide recipients through the desired funnel to accomplish your goals.

Conversion rate in email marketing refers to the percentage of recipients who not only clicked on a link in your email but also completed a desired action, such as making a purchase, signing up, or filling out a form. It is calculated by dividing the number of conversions by the number of clicks and then multiplying by 100 to get a percentage. \[Conversion \ Rate = \left(\frac{Number \ of \ Conversions}{Number \ of \ Clicks}\right) \times 100\%\] A higher conversion rate indicates that a larger proportion of the audience took the desired action after clicking on your email. Monitoring and optimizing conversion rates is crucial for assessing the overall success of your email campaigns and understanding

The bounce rate is a key metric because it shows how good your contacts are. It's crucial to get rid of any contacts you don't need so you can send emails to the right people. Otherwise, you're just wasting money on email marketing without getting anything back because you're not reaching the right audience.

Bounces occur when your emails are undeliverable due to various reasons like invalid email addresses or server issues. High bounce rates may impact your sender's reputation. Soft bounces are temporary issues, while hard bounces indicate permanent delivery failures.

La tasa de rebote es un indicador de muchos factores que son clave para el éxito delas campa?as de e-mail marketing: - Salud de tu BDD: es importante "limpiarla" de forma periódica e invitar a aquellos contactos con poca interacción a darse de baja de tus comunicaciones (antes de que te reporten como spam) - Analizar los rebotes duros y blandos y actualizar la BDD en consecuencia - Utilizar el remitente personalizado y tener actualizados los registros de tu configuración para pasar los filtros de spam de cuentas de correo tipo Gmail, Hotmail, etc Hay plataformas de e-mail marketing con las que es posible realizar estas gestiones y asegurar que las altas tasas de rebote no afecten la reputación de tus envíos.

Bounce rate in email marketing refers to the percentage of sent emails that were not successfully delivered to the recipient's inbox. There are two types of bounces: hard bounces and soft bounces.Hard Bounce: Occurs when an email is sent to an invalid or non-existent address, and the email cannot be delivered.Soft Bounce: Occurs when an email is temporarily undeliverable, often due to a full inbox or a temporary issue with the recipient's email server.

It quantifies the percentage of recipients who opt-out from receiving future emails. This metric reflects audience dissatisfaction or disinterest due to irrelevant content, frequency issues, or unmet expectations.

Unsubscribe rate in email marketing is the percentage of recipients who choose to opt-out or unsubscribe from your email list after receiving a particular email. It is calculated by dividing the number of unsubscribes by the total number of delivered emails and then multiplying by 100 to get a percentage. \[Unsubscribe \ Rate = \left(\frac{Number \ of \ Unsubscribes}{Number \ of \ Delivered \ Emails}\right) \times 100\%\] A higher unsubscribe rate may signal dissatisfaction or disinterest among your subscribers. Monitoring this metric is essential to understand how well your email content resonates with your audience and whether adjustments are needed to reduce opt-outs and improve overall subscriber retention.

También es conocido como "nivel de reputación" de tus contactos y muchas plataformas lo reflejan en el apartado de las listas de contactos. Se basa en la antigüedad del contacto, las aperturas e interacciones que ha tenido cada contacto con tus envíos. Es interesante elaborar estrategias en función de esta puntuación para mantener a aquellos que tienen el nivel alto, mejorar la de aquellos que están en riesgo y tomar decisiones con aquellos cuya tasa de participación puede llegar a afectar la reputación de nuestras campa?as.

Engagement score is a composite metric that measures the overall engagement level of your audience with your email campaigns. It typically takes into account various factors such as opens, clicks, conversions, and other relevant interactions. The formula for calculating an engagement score may vary based on your specific criteria and objectives.A simplified example might be:[Engagement \ Score = (Open \ Rate + Click-Through \ Rate + Conversion \ Rate) \div 3]

Email engagement metrics are exactly what they sound like: pieces of data that tell you who your active readers are, what emails they enjoy, which links they click on, and so much more. Each piece of data tells you specific bits of information. Your subscribe and unsubscribe rates tell you who’s interested, and who has lost interest, in your brand. These metrics tell you what’s working with your lead generation process, and what isn’t working when delivering your promised content. Subscribe rate: The number of new subscribers in a predetermined time frame. Unsubscribe rate: The number of individuals who have unsubscribed during a particular campaign or over a predetermined time frame.

Acredito que, um ponto super relevante, é entender o seu funil e como o seu público tem recebido seus e-mails. Tem muita gente abrindo, e poucas pessoas clicando no link? Talvez você possa utilizar um call to action mais atraente. Muitas pessoas clicando no link, mas pouca convers?o? O valor que você está cobrando está certo? O cliente consegue entender as dores que seu produto trata?

Besides these metrics, consider A/B testing to refine your strategies, personalizing content based on audience preferences, analyzing feedback, and continually optimizing your email campaigns to adapt to changing audience behaviors and preferences.