Term of the Week: Email Key Performance Indicators (KPIs)
KPIs stands for ‘key performance indicators’, they’re used to evaluate factors considered crucial to the success of an organisation or project.
What email KPIs should I consider?
- Conversion: whether this is sales or sign-ups, conversions create interest and revenue. Having it as a KPI allows you to evaluate the success of your strategy and judge it against your goals.
- Delivery rate: using your deliverability statistics you can act upon the quality of your data, whether that is fine tuning it or giving it a deep cleanse, which in turn should assist a conversion KPI.
- Click-through rate: you may have good deliverability and opens but clicks are a great way of showing active engagement with your email. Clicks can provide you with a good guideline on whether your content is working or whether you need a change to get your contacts re-engaged with your campaigns.
Of course there are other KPIs you could consider, but the above give you a good starting ground.