Have you ever sent an email to someone and a few days later realize you never heard back from them? Then your mind starts running through a whole range of scenarios – Did they receive it? Did it land in their junk or spam folder? Did they read the subject line and decide they weren’t interested enough to open the email?

As a small business owner using Salesforce, you’ve already chosen to invest in your tech stack with the best-in-class CRM so your company can have a single source of data to more effectively run your business. Here’s the top email metrics you should be tracking as part of that strategy.

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Email deliverability

Simply put, this is the ability of an email to arrive in the intended recipient’s email inbox. But there’s more to it than just that. Specifically where in the inbox is the email landing – that’s referred to as inbox placement. As the sender of the email, you want your message to have the greatest chances of being read, and that happens when emails land in the recipient’s primary inbox instead of being flagged as spam.

Bounced emails

If your emails are getting rejected by a mail server they are not being delivered to their intended destination. They are bouncing. There are many reasons why emails bounce: the email address doesn’t exist; the inbox is full; the sender has a poor reputation due to spam complaints; there’s some content in the message that’s flagged; server outages & more.

Soft bounces are temporary and can happen when the inbox is full or the server has issues. Most email service providers change a soft bounce to a hard bounce after three failed send attempts. You can reduce bounce rates by only sending to opted-in email addresses, by regularly scrubbing your email list of unengaged emails, by sending emails regularly and by adopting a double opt-in process to collect email addresses.

Email click rate

This shows how many people click on an email link after receiving the email. It’s the immediate response measurement of the email, and often one of the primary conversion metrics for a campaign. The confusing part about email click metrics is that there are email click-through rates and email click to open rates.

For clarity, email Click-Through Rate (CTR) is a ratio that compares how many people click a specific link to the number of total users that view an email. The higher the CTR, the more compelling the email was. Click to Open Rate (CTOR) is the percentage of people who open an email and also click a link within the email. This shows the effectiveness of an email.

Email marketing conversion rate

This rate shows the percentage of subscribers that complete an email call-to-action. This is considered an important metric as it is a measurement of return on investment (ROI). Many times conversions are sales-based, the email marketing conversion rate in an indicator of the financial success of an email campaign.

Business growth: Why it’s important

It’s critical to the growth of your business to track email performance. Knowing who engages with your emails and when they do, helps set the stage for a more personalized follow up.

It creates the perfect opportunity to ask for a meeting to discuss your prospect’s challenges and how your company can provide resolution. And having all the information in Salesforce, gives complete visibility of your customers’ journey to everyone at your company who needs to know.

Whether you have 100 customers or 100,000, let ActiveCampaign do more than automate your email. Let ActiveCampaign automate your entire customer experience. Start your free trial today!

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