For sustainable successful e-mail marketing and satisfied customers, constant monitoring of success is absolutely crucial. Firms usually monitor the most common key figures, but you can only improve performance if you also understand these values. The Net Promoter Score Ⓡ and best time to send the order are for example some of the figures that receive far too little attention. In this article, Soraya Segni from Newsletter2Go explains what the KPIs of email marketing are all about and what you can do to ensure relevant mailings and satisfied customers.
E-Mail marketing is one of the most effective methods in online marketing as you can reach high successes with a relatively low effort. Besides increasing revenues and improving customer communication, e-mail marketing aims for the following goals: Making customers satisfied and retaining them in the long term. It is necessary to have a concrete objective in order to make success measurable and being able to optimize constantly.
The most common newsletter KPIs allow to draw important conclusions about optimization potential of current and future e-mail campaigns. If you're just starting out with email marketing, the multitude of KPIs can be confusing. In the following, we have briefly summarized which KPIs are really useful:
Tip: Again, you should not expect too high numbers. Good opening rates are already between 20 percent and 25 percent, depending on the industry.
The standard KPIs of e-mail marketing alone are not sufficient to accurately determine the success of a campaign and thus assess customer satisfaction. In particular, the time of dispatch, for example, is a decisive factor for high opening and click rates and is therefore directly related to the newsletter key figures. It is important to create a logical connection between the online activity of the recipients and the time the newsletter is opened. Ideally, you reach out to the recipients when they have time to deal with your mailing.
In the B2C sector, it is assumed that the recipients are most active in the morning and evening hours, while in the B2B context recipients are likely to open the newsletter in between. Comparing this to the working hours of the respective target group you can recognise a logical connection. Newsletter2Go has conducted a study on the optimal timing for sending out newsletters. For this purpose we evaluated about 230,000 newsletters from various industries. The best opening and click rates were achieved in the evening. Further information about the optimal delivery times as well as comprehensive industry-specific statistics can be found in our Delivery Time White Paper in German.
The Net Promoter Score (NPS) is another key figure that can be used for the optimisation of e-mail and newsletter campaigns. With the NPS you can determine the loyalty of a customer to your company by means of surveys. The survey consists of a question that is rated on a scale from 0 to 10. The Net Promoter Score is then calculated from the percentage difference between satisfied and dissatisfied customers.
The NPS can easily be integrated into e-mail marketing. For example, NPS surveys can be embedded in the newsletter. Since the questions can be formulated individually you can assess different areas of interest. The findings can then be used for content optimisation and personalisation of the newsletter. According to a Statista Study, personalised newsletter content results in a five percent higher opening rate.
The NPS is therefore another piece of the puzzle for extended customer loyalty, customer satisfaction and customer retention.
Your own success goes far beyond the usual newsletter KPIs. The basic key figures provide a general overview of the current performance of a newsletter campaign. However, factors such as the time of dispatch and the NPS have an influence on the results and form the basis for more personalised content. The more the newsletter content and timing is adapted to the needs of the recipients, the more effective the campaign will be.
Note: Key figures provide a good foundation. However, the best results for your personal case will always be achieved through targeted testing on a regular basis.
About the Author: Soraya Segni regularly writes articles about email marketing at Newsletter2Go. Since her bachelor's degree in business communications, she has been working in content marketing and has been supporting the team at Newsletter2Go since 2019 as Junior Content Manager.
Junior Content Manager bei Newsletter2go