Discover the secrets to boost your emailing campaigns thanks to a unique performance analysis!

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Email campaigns: a marketing technique to increase the conversion rate

Email campaigns are a marketing technique used to increase a company’s conversion rate and retain subscribers. They make it possible to broaden the company’s contacts and analyze their impact on the company’s performance. In this article, we invite you to discover how to evaluate the performance of an email campaign and the key indicators to take into account.

What is the key indicator of a successful email campaign?

When a company sets up an email campaign, it is essential to identify the key data that allows it to evaluate its performance. This data, called KPIs (Key Performance Indicators), is essential to decide whether to continue the campaign. There are seven main indicators to consider.

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The bounce rate

The bounce rate corresponds to the percentage of undelivered emails compared to the number of emails sent during the campaign. The lower this rate, the more it means that the recipients opened the email and that the data collected is reliable. It is important to reassess this rate regularly to have a correct and committed list of email addresses.

Click rate

Click-through rate measures recipient engagement with the content in the email. It allows you to study the relevance of the subject of the message and is calculated by dividing the number of clicks on a link by the number of emails delivered, all multiplied by 100. This is an essential indicator for refining your marketing strategy. communication.

The deliverability rate

The deliverability rate is the number of emails delivered compared to emails sent, all multiplied by 100. It is the exact opposite of the bounce rate. A deliverability percentage of less than 90% requires verification of the reliability of email addresses and the absence of technical problems when sending the email.

The reactivity rate

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The reactivity rate indicates the number of recipients who opened, read then clicked on one of the links present in the email, compared to the total number of subscribers. It allows you to evaluate the adaptation of the email campaign to customer needs. A low responsiveness rate may indicate poor campaign adaptation.

The conversion rate

The conversion rate is the main objective of email campaigns. It measures the number of recipients converted into subscribers and then into loyal customers. On average, this rate is around 5%, but it can be improved by refining the call to action and personalizing the content to meet the expectations of the target audience.

Unsubscribe rate

The unsubscribe rate corresponds to subscribers’ choice to no longer receive email campaigns from the company. It can result from sending emails too frequently or from poor targeting of potential customers.

The protest rate

The dispute rate occurs when recipients report the email as spam. This indicates that they view the email as spam and could result in loss of subscribers as well as negative feedback for the business.

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Why run email campaigns?

Carrying out email campaigns allows a company to make itself known and develop its presence on the web. Thanks to regular and personalized communication, it is possible to promote products, strengthen brand awareness and build customer loyalty. These factors contribute to business growth and longevity.

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