Email marketing is an excellent channel for plumbing contractors looking to engage with their audience and turn them into paying customers.
With ROIs of around $36 for every $1 spent, it’s undoubtedly one of the most rewarding digital marketing channels. Therefore, it can be frustrating when you’re not seeing any returns from your investment.
The big question is, how do you know your email campaigns are even working? It’s simple: paying attention to your email campaign metrics. When you track your metrics and key performance indicators (KPIs), you can see what works and what doesn’t.
In this post, Mammoth Marketing, the experts in email marketing for plumbing companies, looks at ten essential campaign metrics you should be tracking.
1. Deliverability Rate
Deliverability rates measure the percentage of sent emails that successfully landed in subscribers’ inboxes. A high deliverable rate is a good indicator of a healthy subscriber list. On the other hand, a low deliverability rate shows that your emails are ending up in the spam folder. It could also mean you have too many invalid addresses on your list.
2. Open Rate
As the name implies, the open rate is the number of subscribers who open your emails. If you have healthy open rates, it’s a good indicator that your subject lines are always effective. It could also mean that your subscribers enjoy the content you share.
Low open rates suggest you should overhaul your subject lines, rethink your messaging, change the delivery times, etc.
3. Click-Through Rate
The click-through rate is one of the most important email campaign metrics. It measures how many people clicked the links you have in your email. Click-through rates are generally lower than open rates because most people can open an email without clicking anything. However, you should still expect a healthy CTR if you’re sending relevant and personalized content to the email recipients.
4. Unsubscribe Rate
It’s important to know how many people are unsubscribing from your list. If you’re getting too many unsubscribes, it’s probably a sign to rethink parts of your email marketing strategy, like the email frequency.
5. Conversion Rate
Conversion rate measures the number of people who complete the specific action you wanted to encourage with the email. For contractors in the plumbing industry, conversion often means getting a booking. However, you can define what qualifies as a conversion for the specific email.
6. Bounce Rate
The bounce rate measures the number of emails that could not find the recipient’s inbox. The best email management platforms will track both soft and hard bounce. Soft bounce happens when you email someone with a full email address (or server issues). Hard bounce shows the email address doesn’t exist.
7. List Growth Rate
With this metric, you can see the rate at which your email list is growing. A growing list means you are amassing more potential leads. If your growth list has remained stagnant for a while, that’s your cue to rejig your CTAs and give people more reasons to become subscribers.
8. Email Sharing or Forwarding Rate
The email sharing or forwarding rate measures how many recipients of your emails share them with their close circle. Your email list will grow without much effort if you have a high enough share rate.
9. Spam Reporting Rate
The spam reporting rate is one metric you should monitor regularly. Email providers may block your account if most of your emails go to spam. Also, fewer people will see your emails if they have to look into their spam folder to find them.
If you have a high spam score, it’s a strong sign that your subscribers don’t value your messages.
10. Revenue Per Campaign (RPC)
Revenue per campaign measures how much profit every campaign generates. It’s the clearest measure of your campaign’s success or failure. Keep an eye on the RPC to see campaign strategies you should replicate more often and those to drop.
Get Help with Your Email Campaign Metrics from Mammoth Marketing
Do you need help with the data analysis for your email campaigns? Do you want to make more sense of the numbers and decide on the best types of email campaigns to focus on? We can help.
Call Mammoth Marketing today at (206) 672-3021 to schedule a consultation.
