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Which KPI's to measure the impact of content in an email?

Written by Colette on 18, November 2019

When trying to measure the performance of your emails, you often stick to often summary KPI's such as the opening rate and click rate. However, email is not just an email object that would trig ger opening or an average click rate, which gives no indication of the relevance of the content to the recipient. From one email to another, it is impossible to know what type of content works with a particular opener. By taking a closer look at 3 KPI's in more detail, we will have a more concrete vision of the heart of email : content.

1. Unsubscribe rate

You may already measure the unsubscribe rate at each email campaign. 

To remind you, unsubscribe rate = number of unsubscribers / total number of recipients

But does measuring this rate alert you to the real elements to optimize? 

Most of the time, you certainly think that the segmentation of your audiences may need to be reviewed. That you send too many emails. That the unsubscribe link is too visible but rarely that the content created for this campaign is unrelevant. 

By offering content per individual, not per campaign, you can send more emails and see your unsubscribe rate drop or, at worst, stagnate.

2. The click to open rate

It is probably the most significant KPI to measure the impact of your content. 

Click to open rate : unique clicks / unique opens 

On average, the click to open rate is 10% in all sectors. In other words, 9 out of 10 recipients do not interact with the content of the email. This number indicates that your content does not match the expectations of each of your recipients. 

The only remedy is to create content on the fly when the email that drives interaction opens. What type of content for what action is expected? 

  • display of the remaining stock > feeling of urgency 
  • abandoned basket, category or product seen > re-engagement

3. The conversion rate

Email is a powerful performance lever. Once again, to convert, you must already be able to engage. To engage, you must invite the recipient to interact with the content. 

As with other KPIs, content is key to seeing its performance indicators increase significantly. The content is going to be the source of the conversion! Indeed, the content of your email acts as a starting point to visit your site and potentially buy. 

It is estimated that the conversion rate can be multiplied by 3 if behavioural data are used in a individualized area of the email. Imagine on an whole email!

Bonus : how to increase the opening rate? 

The openness rate is not one of the priority indicators to follow. As we said earlier, the openness rate does not say anything about the impact of content on the recipient, whereas the reactivity rate does. 

However, by offering content by individual, the rate of openness can also increase in the long term. Indeed, an average opening rate of 20% per campaign can generally be expected. It can sometimes increase to 35 or even 40% by campaign. 

How to explain this "yoyo" effect? It is not always the same people who open your emails. Acting on the content can therefore ultimately impact a KPI that is not the most relevant to measure email performance!

Topics: CRM strategy, email marketing, email performance