There are many KPIs in emailing: opening rate, bounce rate, click rate, but what are they used for? Where do you stand compared to the average?
This article will analyse and dissect the 5 key indicators that you need to follow to improve your deliverability: opening, bounce, click, spam and unsubscribe rates.
Please note that the average rates given below are likely to vary depending on the country, the type of sale (B2B or B2C), the sector or industry and the type of emailing campaign! For example, the average opening rate for a B2B campaign is lower than for a B2C campaign.
To begin with, all of these key metrics impact your deliverability. Why do they matter? Because the more your recipient engages with your emails, the more your deliverability will be improved, the more email providers (Gmail, Yahoo...) will let your emails go through your inbox! All these markers are linked: the less bounce (emails returning to their sender), the more openings, the more clicks, the more your deliverability improves, the less your emails end up as spam, the more they end up in your inbox, the more openings... Working on these rates, implies working on your deliverability.
1. Opening rate
The opening rate is the ratio between the number of emails opened by recipients and the number of emails delivered.
Several elements influence the opening rate: the subject, the recipient name, the pre-header (which is the first line of text used in the body of the email), etc. In order to have a better opening rate, these variables must be taken care of. For example, you should incite your readers to take action with an incentive or intriguing subject; build user trust with a well-identified sender name. 89% of Internet users decide to open an email because they know the sender.
The average opening rate in the world is 23%. A marker that is too low can be a symptom of poor deliverability.
2. Bounce rate
The bounce rate is the ratio of emails returned to the sender to the total number of emails sent.
The soft bounce corresponds to an address that is temporarily unavailable, as would be the case with a full mailbox for example. On the contrary, a hard bounce corresponds to an address that no longer exists or that has been misspelled.
The soft bounce is generally not under the control of the sender, but the hard bounce should be reduced as much as possible!
To this end, you can, and must collect email addresses with an opt-in registration form, i.e. the individual must give prior and explicit consent before being the target of direct email marketing. A high bounce rate (above 5%) can strongly affect your deliverability, and we therefore recommend that you sort your lists as soon as you realize that an email address is not or no longer assigned.
3. Taux de clic
What is the click-through rate? It is one of the most important key indicators since it corresponds to the number of emails opened by their recipients, who clicked on a link, out of the total number of emails sent. Be careful, in the click-through rate, only the number of unique clicks is counted: no matter how many times the user has clicked, and even on which link he has clicked, only one click will be counted per user. This notion is to be differentiated from the number of clicks, which takes into account the number of times the user has clicked in the email.
This marker allows, among other things, to evaluate the effectiveness of your call-to-actions, and the relevance of your offers. Thus, in order to increase the click rate, you can, thanks to A/B testing, see which offers respond better to your customers, which colour or position of CTA button. A/B testing consists of broadcasting two versions of the same content to two audience samples of similar size in order to compare the performance of each variant. You can also try to re-segment your lists, i.e. review your segmentation criteria, to better target your customers during your emailing campaigns. Finally, try to make your call-to-action buttons more visible.
The click-through rate is considered good from 3%.
4. Spam rate
This is one of the most impactful key metrics for your deliverability. It corresponds to the number of emails that ended up as spam out of the total number of emails delivered (not to be confused with sent emails, delivered emails are sent emails minus rejected or bounced emails).
The spam rate is to be differentiated from the spamming rate which corresponds to the number of emails that have been reported as spam by their recipient during your campaign. This action has a strong impact on your deliverability.
In order to stop emails from arriving as spam and to reduce spam, the first thing to do is to configure your recipient name. It must be recognizable at first sight. To do so, you should avoid the "no reply". You can also refer to our article on deliverability. RocketMail is specialized in deliverability, if you realize that your spam rate is too high, don't hesitate to contact us for a free diagnostic via our website.
The spam rate should be as close as possible to 0 and it is considered to be mediocre as low as 1%.
5. Churn rate
The churn rate is the number of recipients who, following your campaign, have completely unsubscribed from your newsletter. This marker impacts deliverability if the address of the recipient who unsubscribed has not been removed from all lists (when you have several mailing platforms).
To reduce this rate, the best solution is to offer quality content to your subscribers, you have to bring them quality and added value, otherwise they will surely end up unsubscribing. Avoid continuously sending promotional content and learn more about your audience. What do they like to receive? What do they receive from your competitors?
Of course, a good churn rate is close to zero. Below 0.3%, you can consider your marker to be relatively good. Close to 1%, it will be relatively poor.
To conclude, all these key indicators are to be closely watched, they allow you to see the progress of your emailing campaigns and to evaluate the feedback from your customers. Be attentive to them and don't be slow to react!
Unfortunately, few platforms provide such advanced statistics, and even less in real time. RocketMail has developed a campaign creation platform that provides all of these indicators and many more, in real time. In addition, we have developed an in-depth diagnostic that analyses a hundred or so criteria concerning your deliverability, and provides you with these indicators.