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The way successful brands measure and optimise their email marketing metrics has changed a lot in the last few years.
Between iOS 15, lower retail margins, and the recession affecting spending habits, your email and SMS channels need to work harder—and smarter—than they did before.
Alexa Kilroy, head of brand at Triple Whale, has noticed the shift. “Consumers are doing less impulse buying, so DTC brands are seeing longer sales cycles,” she says. “Rather than churning and burning through acquiring customers, they’re more focused on retention metrics—and they’re investing in ongoing post-purchase communication.”
“Rather than churning and burning through acquiring customers, they’re more focused on retention metrics.”
Click rate
Click rate is the rate of how many people clicked a link within your email out of the total number of emails that were delivered. Considered a 3-in-1 metric because deliverability, opens, and clicks all impact it, it’s a “true indicator of customer engagement,” says Erin Aguilar, senior customer success manager at Klaviyo.
“Click rate is a true indicator of customer engagement.”
Erin AguilarSenior Customer Success Manager, Klaviyo
How to calculate click rate
To calculate click rate, divide the total number of unique clicks by total number of messages delivered. This metric gives you a clear picture of how compelling your content is to your audience once it lands in their inbox.
“Active on site”
Tracking when subscribers are active on your site allows for timely triggers. This metric is foundational for setting up browse abandonment flows and understanding the intent of your potential customers.
By monitoring activity, you can segment users who are browsing but not buying, versus those who haven’t visited in months.
Conversion rate
Ultimately, engagement needs to lead to revenue. Conversion rate measures the percentage of recipients who clicked a link in your email and then completed a desired action, such as making a purchase.
Revenue per recipient
Revenue per recipient (RPR) is a crucial metric that helps you understand the effectiveness of your campaigns in driving sales, relative to the size of your audience. It helps in identifying which segments are most valuable.