How do you align your email marketing strategy with your overall marketing goals and objectives?

1 Open rate

Open rate is the percentage of recipients who opened your email out of the total number of delivered emails. It indicates how well you captured the attention of your subscribers and how relevant your subject line and sender name are. A good open rate depends on various factors, such as your industry, audience, and email type, but a general benchmark is around 20%. To increase your open rate, you should segment your list, craft engaging subject lines, and test different send times and frequencies.

4 Bounce rate

Bounce rate is the percentage of emails that failed to reach the recipients' inbox out of the total number of sent emails. It indicates how healthy and up-to-date your email list is and how trustworthy your sender reputation is. There are two types of bounces: hard and soft. Hard bounces occur when the email address is invalid, non-existent, or blocked, while soft bounces occur when the email address is valid but the email is rejected due to temporary issues, such as a full inbox, a server problem, or a large file size. A good bounce rate is below 2%. To reduce your bounce rate, you should clean your email list regularly, use a double opt-in process, and avoid spammy words and practices.

5 Unsubscribe rate

Unsubscribe rate is the percentage of recipients who opted out of your email list out of the total number of delivered emails. It reflects how satisfied and engaged your subscribers are with your email content and frequency and how well you matched their expectations and preferences. A good unsubscribe rate is below 0.5%. To lower your unsubscribe rate, you should provide value and relevance to your subscribers, respect their privacy and consent, and offer them options to manage their subscription.

6 ROI

ROI (return on investment) is the ratio of the revenue generated by your email campaigns to the cost of running them. It demonstrates how profitable and efficient your email marketing strategy is and how well you allocated your budget and resources. A good ROI depends on your industry, audience, and email type, but a general benchmark is around 40:1, meaning that for every $1 spent on email marketing, you get $40 in return. To improve your ROI, you should track and analyze your email marketing metrics and KPIs, test and optimize your email elements, and align your email goals and objectives with your overall marketing strategy.