{"id":33167,"date":"2022-09-09T19:10:09","date_gmt":"2022-09-09T13:40:09","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=33167"},"modified":"2022-09-09T19:31:49","modified_gmt":"2022-09-09T14:01:49","slug":"email-marketing-kpis-should-track-in-salesforce","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/email-marketing-kpis-should-track-in-salesforce\/","title":{"rendered":"5 Crucial Email Marketing KPIs You Should Track in Salesforce Marketing Cloud"},"content":{"rendered":"\n<p><em>Fact:<\/em> Key Performance Indicators or KPIs determine the success of your email marketing campaigns.<\/p>\n\n\n\n<p>A KPI is a numerical value that shows whether you are achieving a specific objective with your <a href=\"https:\/\/email.uplers.com\/email-marketing-campaign-management-services\/\" target=\"_blank\" rel=\"noreferrer noopener\">email campaigns<\/a>. For example, \u201copen rate\u201d will show how many subscribers opened your emails while \u201cclick-throughs\u201d will reveal whether your audience is engaged with your campaign and willing to act on your CTAs (e.g., Click here to buy, Subscribe Now, etc.)<\/p>\n\n\n\n<p>You can easily measure and track these crucial KPIs with an Email Service Provider (ESP) like Salesforce Marketing Cloud (SFMC). More importantly, you can leverage the actionable insights generated by these KPIs to improve your campaigns and successfully meet your goals. This article explores five crucial KPIs that you should definitely measure for your email marketing program. Thanks for reading!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5 Email Marketing KPIs You Should Track in Salesforce Marketing Cloud<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Opens (or Open Rate)<\/strong><\/h3>\n\n\n\n<p><strong>What it means:<\/strong> The number of subscribers who opened your emails as a percentage of the total number of emails sent.<\/p>\n\n\n\n<div class=\"measure-ctr\">\n  <div class=\"measure-it\">\n     <p>How to measure it:<\/p>\n  <\/div>\n  <div class=\"measure-it2\">\n    <div class=\"divide-border\"><p>Number of unique email opens<\/p> <p>Number of emails delivered<\/p><\/div>\n    <p>x 100<\/p> \n  <\/div>\n<\/div>\n\n\n\n<p><strong>Remember:<\/strong> An email open is only detected if a recipient also downloads its images. Many users enable image blocking in their inboxes so even if they open the email, the open will not get recorded. Further, some device manufacturers like Apple have introduced privacy features such as Mail Privacy Protection (MPP) which prevents senders from seeing if a recipient has opened the email. For these reasons, open rate is not the <em>only<\/em> KPI you should measure. Nonetheless, it can be a useful KPI. Here\u2019s why.<\/p>\n\n\n\n<p><strong>Why you should measure it: <\/strong><a href=\"https:\/\/email.uplers.com\/blog\/increase-email-open-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">Email open rate<\/a> is a great way to monitor campaign performance. It is also a useful metric to compare campaign performance over multiple weeks.<\/p>\n\n\n\n<p><strong>How to improve opens<\/strong>: To improve open rate, follow these time-tested tactics:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Craft attractive subject lines to grab a reader\u2019s attention<\/li><li>Personalize the subject lines with the reader&#8217;s name<\/li><li>Include preheaders to give readers a preview of what value they can expect to get from the email<\/li><li>Use a recognizable sender name like <a href=\"mailto:john@new-brand.com\">john@new-brand.com<\/a> instead of <a href=\"mailto:no-name@new-brand.com\">no-name@new-brand.com<\/a><\/li><li>Research the best time when your emails are most likely to be opened<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Click-through Rate (CTR)<\/strong><\/h3>\n\n\n\n<p><strong>What it means:<\/strong> CTR measures the number of recipients who clicked on links in your email after opening it.<\/p>\n\n\n\n<div class=\"measure-ctr\">\n  <div class=\"measure-it\">\n     <p>How to measure it:<\/p>\n  <\/div>\n  <div class=\"measure-it2\">\n    <div class=\"divide-border\"><p>Number of emails clicked<\/p> <p>Number of emails delivered<\/p><\/div>\n    <p>x 100<\/p> \n  <\/div>\n<\/div>\n\n\n\n<p><strong>Why you should measure it:<\/strong> CTR is a very useful metric to see how many subscribers are clicking on your CTAs. This KPI is also a good way to assess the strength of your CTAs, content, messaging, visuals, and offers. All these elements can play an important role in getting people to engage with your brand and buy from you.<\/p>\n\n\n\n<p><strong>Remember:<\/strong> Combine CTR with other KPIs like web traffic and conversions to understand whether your email messaging is aligned with your web messaging (e.g., on the online store). Alignment will help you create consistent content that contributes to enhanced customer experiences and more purchases.<\/p>\n\n\n\n<p><strong>How to improve CTR:<\/strong> There are many ways to improve your email CTR. Here are the most effective:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Make emails mobile-friendly<\/li><li>Don\u2019t hide key information in images. If images are blocked, the recipient will miss important info that could help them decide to click on a link<\/li><li>Choose a responsive email design<\/li><li>Make emails scannable with headings, images, text blocks, etc.<\/li><li>Create interesting content that encourages engagement<\/li><li>Segment the audience to ensure that you send relevant information to each subscriber<\/li><li>Implement clear, easily visible CTAs that give readers only one thing to do<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. <strong>Conversion Rate<\/strong><\/h3>\n\n\n\n<p><strong>What it means:<\/strong> The percentage of recipients who clicked on a link and completed some action: purchase a product, complete a survey, download a free eBook, fill out a lead gen form, etc.<\/p>\n\n\n\n<div class=\"measure-ctr\">\n  <div class=\"measure-it\">\n     <p>How to measure it:<\/p>\n  <\/div>\n  <div class=\"measure-it2\">\n    <div class=\"divide-border\"><p>Number of people who completed the desired action<\/p> <p>Number of emails delivered\n<\/p><\/div>\n    <p>x 100<\/p> \n  <\/div>\n<\/div>\n\n\n\n<p><strong>Why you should measure it:<\/strong> When you send an email campaign, you want them to take some action. The KPI will measure how many of them completed that action. This action is tied to your email marketing goal so measuring conversion will show whether you are achieving the goal.<\/p>\n\n\n\n<p><strong>Remember:<\/strong> To measure conversion rate, integrate SFMC with web analytics by creating unique tracking URLs for each link in your email. These URLs will help you identify which specific campaign the click is coming from.<\/p>\n\n\n\n<p><strong>How to improve conversions:<\/strong> All the best practices we have highlighted to improve email opens and CTR apply to conversions as well. In addition, you can boost conversions by:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Optimizing your <a href=\"https:\/\/email.uplers.com\/blog\/best-time-to-send-emails\/\" target=\"_blank\" rel=\"noreferrer noopener\">email frequency<\/a> and send times<\/li><li>Aligning CTA, preview text, subject line, and content so they all tell a consistent story that leads the reader towards an action<\/li><li>Running A\/B tests to determine which elements are most likely to get the audience to convert<\/li><li>Choosing your template carefully and populating it with compelling content and an attractive design<\/li><\/ul>\n\n\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-20441 bottom vert custom-banners-theme-default_style\" style=\"\"><a class=\"custom_banners_big_link\"  target=\"_blank\"  href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png\" class=\"attachment-full size-full\" alt=\"Our SFMC developers can design flawless email templates\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-300x75.png 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-768x192.png 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-624x156.png 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">4. <strong>Bounces, Unsubscribes, Spam complaints<\/strong><\/h3>\n\n\n\n<p><strong>What they mean:<\/strong> <a href=\"https:\/\/email.uplers.com\/blog\/email-bounce-how-to-prevent-it\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bounced emails<\/a> are the emails that were not delivered to the intended address or to recipients\u2019 inboxes. The unsubscribe rate is the number of users who clicked on the unsubscribe link and complaints refers to the number of <em>spam<\/em> complaints identified by an ISP.<\/p>\n\n\n\n<p><strong>How to measure these KPIs<\/strong><\/p>\n\n\n\n<div class=\"measure-ctr\">\n  <div class=\"measure-it\">\n     <p>Bounce rate:<\/p>\n  <\/div>\n  <div class=\"measure-it2\">\n    <div class=\"divide-border\"><p>Number of undelivered emails<\/p> <p>Number of emails sent<\/p><\/div>\n    <p>x 100<\/p> \n  <\/div>\n<\/div>\n\n\n\n<div class=\"measure-ctr\">\n  <div class=\"measure-it\">\n     <p>Unsubscribe rate:<\/p>\n  <\/div>\n  <div class=\"measure-it2\">\n    <div class=\"divide-border\"><p>Number of unsubscribed users<\/p> <p>Number of emails sent<\/p><\/div>\n    <p>x 100<\/p> \n  <\/div>\n<\/div>\n\n\n\n<div class=\"measure-ctr\">\n  <div class=\"measure-it\">\n     <p>Complaints rate:<\/p>\n  <\/div>\n  <div class=\"measure-it2\">\n    <div class=\"divide-border\"><p>Number of spam complaints<\/p> <p>Number of emails sent<\/p><\/div>\n    <p>x 100<\/p> \n  <\/div>\n<\/div>\n\n\n\n<p><strong>Remember:<\/strong> All these KPIs indicate that people are unhappy with your emails. On the plus side, tracking them can help you figure out where you are falling short and what you must do to retain subscribers and their attention.<\/p>\n\n\n\n<p><strong>Why you should measure these KPIs:<\/strong> Measuring the bounce rate will show you if there are deeper issues with your campaigns. Specifically, too many \u201chard\u201d bounces, which result from invalid, closed, or non-existent email addresses, can make you look like a spammer to an ISP. This will affect your reputation with both the ISP and with your subscribers. That\u2019s why you must measure bounces.<\/p>\n\n\n\n<p>Measuring unsubscribes and complaints will reveal your overall list growth rate. They will also show if there are weaknesses in your targeting strategy or email frequency, messaging, offers, etc. Drill down into these aspects to understand what makes people leave and then fix the problems to arrest the drain.<\/p>\n\n\n\n<p><strong>How to reduce bounces, unsubscribes, complaints:<\/strong> Bounces, unsubscribes, and complaints can be demoralizing to any email marketing team. However, you can arrest these problems by following these best practices:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Scrub your subscriber list to remove bad or non-existent email addresses<\/li><li>Evaluate your sending frequency and message content<\/li><li>Check if you are informing users about what they are signing up for (email type, frequency, etc.)<\/li><li>Stick to the sending schedule and frequency you promised your subscribers<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5. <strong>Campaign ROI<\/strong><\/h3>\n\n\n\n<p><strong>What it means:<\/strong> The overall return on investment on your email campaigns, i.e. the amount you earned from the campaign versus the amount you spent<\/p>\n\n\n\n<div class=\"measure-ctr\">\n  <div class=\"measure-it\">\n     <p>How to measure it:<\/p>\n  <\/div>\n  <div class=\"measure-it2\">\n    <div class=\"divide-border\"><p>Additional sales \u2013 Amount invested<\/p> <p> Amount invested\n<\/p><\/div>\n    <p>x 100<\/p> \n  <\/div>\n<\/div>\n\n\n\n<p><strong>Why you should measure it:<\/strong> By measuring the ROI of your campaigns, you can determine if your efforts are paying off or if you are spending more money than you are earning. You can also assess how many leads you generated and how these leads translated to real, tangible results like actual revenues.<\/p>\n\n\n\n<p><strong>Remember: <\/strong>Your ROI will vary depending on your marketing goal. Identify this goal and consistently measure ROI. If the ROI falls below your target range, act quickly to identify and quickly address any shortcomings in your campaigns.<\/p>\n\n\n\n<p><strong>How you can improve ROI:<\/strong> Here are some strategies that have proven effective at improving email marketing ROI:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Send targeted emails to a segmented subscriber list<\/li><li><a href=\"https:\/\/email.uplers.com\/blog\/email-personalization-guide-to-bookmark\/\" target=\"_blank\" rel=\"noreferrer noopener\">Personalize emails<\/a> to appeal to individual subscribers<\/li><li>Create quality content and avoid using known \u201cspammy\u201d words<\/li><li>Create engaging subject lines and a clear and compelling CTA<\/li><li>Optimize for mobile<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Other KPIs you Can Track<\/strong><\/h2>\n\n\n\n<p>Apart from these five KPIs, here are some other KPIs you can track for your email campaigns:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>List growth rate:<\/strong> The rate at which your <a href=\"https:\/\/email.uplers.com\/blog\/everything-you-need-to-know-to-build-email-lists\/\" target=\"_blank\" rel=\"noreferrer noopener\">email list<\/a> is growing; it shows how your campaigns are performing over time<\/li><li><strong>Email sharing\/forwarding rate:<\/strong> The percentage of recipients who shared or forwarded your emails; it will help you attract\u00a0new leads<\/li><li><strong>Most and least engaged subscribers:<\/strong> It measures subscriber loyalty so you can target the right people with new offers and decide who to remove from your list entirely<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p>These KPIs will help you measure your email marketing performance and identify gaps between \u201cwhat is\u201d and \u201cwhat you want to be\u201d. However, if you\u2019re not sure where to get started, contact Email Uplers. We will help you identify which metrics to track based on your goals and also help you achieve them.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you are an SFMC user, here are five crucial KPIs that you should track as an email marketer<\/p>\n","protected":false},"author":42,"featured_media":33168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1158],"tags":[],"class_list":["post-33167","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-salesforce-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Email Marketing KPIs You Should Track in SFMC - Email Uplers<\/title>\n<meta name=\"description\" content=\"KPIs determine the success of any email marketing campaigns. 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