Digital Daily Tip #4 – Email Marketing

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Helpful tips and advice on a yellow office noteTop KPI’s (Key Performance Indicators) to Know if Your Email Marketing is Working





Open Rate


Formula: The number of Opens / Number of Subscribers Email is Sent to


Click through Rate


Formula: The number of clicks / Number of Opens


Number of Opens


No formula for this one, it should be available in your email vendor.




You will need an extra step or two for this one.

First, know your goal.  If it’s to have someone sign up via a form or it’s to have someone purchase a product, these are your conversion goals.

Your email vendor will offer you a piece of code to place on your website so they’re able to connect conversions on your website to the email you sent out.  (Please note:  You may need a web/IT specialist for this one) Very important metric.


Unsubscribe Percentages


Whenever you send an email, especially as your list size increases there will be people who decide they don’t want your email in their inbox.  Don’t take it personally, it may just not be the right time for that person.  However, you should take notice of the unsubscribe numbers after each email send.  If that number appears to stay steady or decreases, you’re fine, if it’s increasing, you better take a look at your content.

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