{"id":9139,"date":"2023-08-02T09:00:00","date_gmt":"2023-08-02T09:00:00","guid":{"rendered":"https:\/\/nathanlittleton.co.uk\/?p=9139"},"modified":"2023-08-01T12:37:02","modified_gmt":"2023-08-01T12:37:02","slug":"email-marketing-kpis-what-to-track-why","status":"publish","type":"post","link":"https:\/\/nathanlittleton.co.uk\/email-marketing\/email-marketing-kpis-what-to-track-why\/","title":{"rendered":"Email Marketing KPIs: What To Track &amp; Why"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9139\" class=\"elementor elementor-9139\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-81382b7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"81382b7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3096970\" data-id=\"3096970\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2c3f05e elementor-widget elementor-widget-text-editor\" data-id=\"2c3f05e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>If you\u2019re doing email marketing &#8211; or any marketing for that matter &#8211; you should keep track of how things are going.<\/p><p>KPIs (key performance indicators) help you to measure your success in achieving your desired outcome. Without them, you\u2019re floundering. It\u2019s a bit like playing bingo without a scorecard &#8211; you might be getting the numbers, but you won\u2019t remember them all.<\/p><p>When you start tracking the right things, you can start to find areas to improve in and discover the things that are working for you already.<\/p><p>These are the KPIs I recommend tracking and why they\u2019re so important for your email marketing.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54dcc8c elementor-widget elementor-widget-heading\" data-id=\"54dcc8c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">What Are KPIs?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7da8814 elementor-widget elementor-widget-text-editor\" data-id=\"7da8814\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In case you\u2019ve not come across the term before, KPI means \u2018key performance indicator\u2019. It\u2019s a measure that you use to see how well your campaign is doing.<\/p><p>Every aspect of marketing should have KPIs, but too much information can be confusing. So what should you track and why?<\/p><p>Every piece of marketing you put out has a goal &#8211; or at least it should! KPIs let you know whether you\u2019re getting close to reaching that goal. When it comes to email marketing, this is especially important, as you\u2019ll be able to fully understand how your mailing list is reacting to each campaign.<\/p><p>Ultimately, by keeping tabs on several important aspects of your marketing, you\u2019ll find out what to change, what to keep doing and what you\u2019re already achieving.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6172a6f elementor-widget elementor-widget-heading\" data-id=\"6172a6f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1# The Number Sent<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-021f3f7 elementor-widget elementor-widget-text-editor\" data-id=\"021f3f7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The basis of your indicators is measuring them against some initial number.\u00a0 In email marketing, that\u2019s going to be the number of emails you\u2019ve sent. From this, you\u2019ll be able to judge your successes and struggles.<\/p><p>For example, if you send an email to your mailing list and your goal is to get link clicks within that email, you need a point of reference. By tracking the number of emails you sent (let\u2019s say it\u2019s 1000), you can determine your success level by the number of corresponding link clicks. You know you need to change things up if you received just 3 link clicks out of those 1000 emails sent.<\/p><p>On the other hand, if you received 100-200 link clicks, you\u2019re doing something right!<\/p><p>How can you determine exactly what you\u2019re doing right? That\u2019s where our other KPIs come into play.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1a1be6 elementor-widget elementor-widget-heading\" data-id=\"f1a1be6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2# Leads<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d54cc99 elementor-widget elementor-widget-text-editor\" data-id=\"d54cc99\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>You might have heard the term \u2018leads\u2019 thrown around in marketing to mean a few things, but in email marketing, there\u2019s one clear definition. Leads are the people that respond to your newsletter in <em>any<\/em> way.<\/p><p>A lead has initiated contact in some way, indicating an interest in what you\u2019re offering. This might be through clicking a link, replying to your email or requesting more information.<\/p><p>These people are the indicators that you\u2019re doing something that\u2019s working. Keeping tabs on this number helps you to see the effectiveness of your email in the grand scheme of things.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9215bf elementor-widget elementor-widget-heading\" data-id=\"d9215bf\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">3# The Number Of Sales<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed40670 elementor-widget elementor-widget-text-editor\" data-id=\"ed40670\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This one is pretty self-explanatory. While a lead is someone potentially interested, a sale is a successful transaction.<\/p><p>This is the number of direct sales your campaign or newsletter brought in. By tracking the number of sales you\u2019ve made through your email marketing, you can accurately replicate the methods and content that led to those sales.<\/p><p>To put this into practice, you might notice that when you used more video in your newsletter, your sales number was higher than when you used only text. This is valuable information!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-16c93cb elementor-widget elementor-widget-heading\" data-id=\"16c93cb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4# Conversion Rates<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-513d9d9 elementor-widget elementor-widget-text-editor\" data-id=\"513d9d9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Your conversion rate is how many readers become customers. So if you emailed 100 subscribers and 10 went on to buy something from you, your conversion rate for that email is 10% (which would be incredible, by the way, as 1% &#8211; 5% is about the average).<\/p><p>The rate helps give context to the figures. 10 sales is brilliant if the list is 100, but if the list is 1000 strong, then your conversion rate works out much lower.<\/p><p>Simply put, your conversion rate helps you see how your newsletters are faring in the bigger picture.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68b713d elementor-widget elementor-widget-heading\" data-id=\"68b713d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5# Checkout Value & Lifetime Value<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef138e9 elementor-widget elementor-widget-text-editor\" data-id=\"ef138e9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>These numbers play a key role in understanding your customer and the investment you make in customer retention.<\/p><p>Checkout value is the value of a single sale of your customer. Some businesses have one-time customers, while others have repeat business, which can make a difference in the value. Lifetime value takes this into account and looks at the value of your customer over their lifetime with you. An example is;<\/p><p>A business coach sells 1-to-1 sessions, and their client will book repeat sessions on an ongoing basis &#8211; in this example, let\u2019s say it\u2019s monthly. Their checkout value is the payment for each session. If they continue to use the service for 2 years, there will be x 24 sessions paid for, which is their lifetime value.<\/p><p>The lifetime value helps you create a marketing strategy that uses metrics to allocate spending to getting and keeping a customer.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-18b3c59 elementor-widget elementor-widget-heading\" data-id=\"18b3c59\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">6# Revenue<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1394be elementor-widget elementor-widget-text-editor\" data-id=\"f1394be\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This KPI relates to your income as a whole. When monitoring your revenue figures, you can notice key changes. By using the power of your other KPIs, you can compare trends and figure out if you need to implement some changes to get back to a higher revenue or keep doing what you\u2019re doing to maintain an increase in revenue.<\/p><p>With this indicator, you can track how your business is growing over time, providing crucial information to your future self.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d6780a1 elementor-widget elementor-widget-heading\" data-id=\"d6780a1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">7# ROI<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-173f3f2 elementor-widget elementor-widget-text-editor\" data-id=\"173f3f2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>ROI is \u2018return on investment\u2019, and this looks at the value of each marketing aspect. It is the sum that shows whether your newsletter was worth the time and investment to do.<\/p><p>If you spent more creating, designing, sending and following up your newsletter than it brought in, then the return on that investment was poor. If, however, you found you made a profit, then you know it\u2019s worth repeating in future.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-3aeb75b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3aeb75b\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-311d01a\" data-id=\"311d01a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9a4ed52 elementor-widget elementor-widget-heading\" data-id=\"9a4ed52\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Elevate Your Email Marketing By Tracking KPIs<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-51453df elementor-widget elementor-widget-text-editor\" data-id=\"51453df\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Knowing these KPIs isn\u2019t just about seeing how well things went; it\u2019s about seeing how they\u2019re doing as you go so you can adapt and evolve your approach to get better outcomes.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-c051b7f elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c051b7f\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-block-end:0;flex-grow:1;border-block-start:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider--element-align-start .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-start .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-start .elementor-divider__element{margin-inline-start:0}.elementor-widget-divider--element-align-end .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-end .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-end .elementor-divider__element{margin-inline-end:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-block-start:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-729b4ee elementor-widget elementor-widget-text-editor\" data-id=\"729b4ee\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Tiny changes made at different points in the process can lead to longer-term clients, which will have a huge impact overall. If you\u2019d like to see how far you can take your email marketing,<a href=\"https:\/\/nathanlittleton.co.uk\/book-a-call\/\"> get in touch <\/a>with me to discuss how you can reach your audience &#8211; and make an impact.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>If you\u2019re doing email marketing &#8211; or any marketing for that matter &#8211; you should keep track of how things are going. KPIs (key performance indicators) help you to measure your success in achieving your desired outcome. Without them, you\u2019re floundering. It\u2019s a bit like playing bingo without a scorecard &#8211; you might be getting [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":9140,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":""},"categories":[9,17,8],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Marketing KPIs: What To Track &amp; Why - Nathan Littleton - Marketing Speaker<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nathanlittleton.co.uk\/email-marketing\/email-marketing-kpis-what-to-track-why\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Marketing KPIs: What To Track &amp; Why - Nathan Littleton - Marketing Speaker\" \/>\n<meta property=\"og:description\" content=\"If you\u2019re doing email marketing &#8211; or any marketing for that matter &#8211; you should keep track of how things are going. KPIs (key performance indicators) help you to measure your success in achieving your desired outcome. Without them, you\u2019re floundering. 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