Measuring The Success Of Email Campaigns

Measuring The Success Of Email Campaigns

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How to measure the success of your email campaigns

Measuring the success of your email campaigns is essential in order to analyse results and optimise for future campaigns. The main measurements looked at are open and click-through rates. How can you measure and determine if your email marketing campaign was successful?

Here are other metrics which you can use to measure the success of your email campaigns?

  • Open rate
  • Click through
  • Sign-ups/purchases
  • Unsubscribes
  • Conversion rate
  • Bounce rate

What are these statistics and where can you find them?

The statistics can be found within the report of your campaign from your email platform. We recommend sending your email campaign through a whitelisted EU platform as this ensures that your campaign follows GDPR and data protection laws. Furthermore, this keeps you and your business compliant.

Open rate

What is the open rate? The open rate is the number of contacts who have opened your email. This is calculated by dividing the number of unique opens by the number of contacts that the campaign was broadcast. You then multiply this number by one hundred to get a percentage. If your open rate seems low, you can try altering your subject lines to get the attention of the recipient. This will increase the probability they will open your email. One of the ways to do this is by personalising the subject line to include their name. By addressing the recipient in the subject line, the email already looks like it is something directed towards them. In the back of their mind, they will not want to miss it. The open rate will often be one of the first metrics you take notice of as you begin to measure your email campaigns as they are being sent out.

Click-through rate

Click-throughs are the number of contacts which have clicked a link in your email to take them elsewhere. In most cases, this for further information. You can calculate the click-through rate by dividing the number of clicks by the number of contacts that the campaign was delivered to. You then multiply this number by one hundred to obtain a percentage. If your campaign didn’t get many clicks, try changing your call to actions (CTAs) to make them of more use for your reader. To begin with, you could try changing the font styles or layout around the CTA to make it stand out to the reader. Now they have their attention on the CTA, try enticing them with catchy phrases. This will make it seem useful and worth their time.

Sign-ups / Purchases

One of the most important metrics from your email marketing campaign will be the number of sign-ups or the value of the purchases. A sign up is where someone joins your service which you are offering, such as creating an account. Other examples could be singing up to gain access to a webinar, or leaving further contact details to receive an informational PDF.

Purchases are harder to measure directly from your email platform and your marketing campaign so this will require further matching up methods to see the customer journey and how you acquired this customer.


An unsubscribe is where the contact clicks on the unsubscribe link at the bottom of your email to stop receiving communications from you. You must include an unsubscribe in every marketing email which you send. If a contact wishes to unsubscribe, they should easily be able to do so and you must respect their wishes. To help comply with this, we recommend using an EU whitelisted platform to send our your marketing emails, as these automatically include unsubscribe links and will not let you send out an email to this contact again. To calculate the percentage of unsubscribes, start with dividing the number of unsubscribes by the number of contacts you sent out to, then multiplying by one hundred.

Conversion rate

Conversions are where someone either signs up or purchases something from you which we mentioned above. The main focus of your email does not have to be getting as many conversions as possible. You can send out many emails to keep your prospects warm before sending out a more sales focused campaign. When you send out your sales focused campaign, this is where you will want a high conversion rate. To calculate the conversion rate, you divide the number of recipients who either signed up or purchased from you, by the number of emails delivered. Multiply this result by one hundred to reveal a percentage.

Bounce rate

The bounce rate is the percentage of emails which you sent which were not successfully delivered to your recipient. There are hard bounces and soft bounces. To calculate your bounce rate, start by dividing the total number of bounces by the number of contacts you sent your campaign out to. Then, multiply the result by one hundred to see a percentage. Take notice of the bounce rate as you measure your email campaigns as you may need fresh, accurate data.

A wide range of factors can cause bounces. Soft bounces are bounces which you don’t have much control over. Examples of these bounces could be that the recipient’s mailbox is full. A hard bounce is something which you do have more control over, such as sending out to a misspelt email address.

It is important to consider what you are wanting to get from your campaign. What is successful to you? Are you aiming for sign-ups to your webinar or are you more focused on developing relationships with your contact list so they respond better to a sales email in the future? With most methods of marketing, rates will differ from industry to industry. Give your email marketing campaign the best chance with our B2B email lists UK.

To summarise, you should always measure how your campaign performed to see what worked and how you can improve. Always plan ahead so you get your message across to your reader and design the email with your goals in mind.

How Business Data Prospects email data can help you

One way to improve metrics such as open, click-through and bounce rates is by licensing email data from Business Data Prospects. Our email data is the most accurate and up-to-date email data in the industry. When you buy email database UK you are provided with fresh and accurate contact details to include in your marketing campaign. This all begins with our in-depth verification process which each contact must pass through before reaching your email database. Without passing these checks, the contact will not be added to your database. This ensures that only the most accurate and fresh data is included in your order.

Furthermore, all of our B2B data and email data lists are supplied with a 100% guarantee to give you the peace of mind. We are the only data provider in the UK to offer such a guarantee on all our B2B email data. Our data enables you to reach the right contacts every time. You may be thinking about how to get email data? Take a look at our email data to buy email database UK.

Discuss your requirements with one of our dedicated account managers today to see the availability of your perfect audience for a targeted email database. Why not give your email marketing campaigns a push and buy email lists UK today? Contact us on the number above or request a call back from an account manager on our contact page.

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