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Email marketing is a critical component of any successful digital marketing strategy, and Mailchimp is a popular email marketing platform that provides businesses with the tools to execute effective campaigns.
However, sending out emails is only half the battle. Measuring the performance of your campaigns is crucial to understanding what works and what doesn't.
In this article, we'll explore the top Mailchimp email marketing metrics you need to track to evaluate the success of your campaigns.
By leveraging these key metrics, you can gain valuable insights into your subscribers' behavior and preferences, allowing you to optimize your strategy for maximum engagement and ROI.
Let's dive in and discover how Mailchimp metrics can help take your email marketing campaigns to the next level.
Open rate is the first and foremost Mailchimp email marketing metric that every marketer should keep track of when using this tool. Open rates are a significant indicator of how your subscribers respond to your emails and, to an extent, even determine how eager they are to receive an email from you.
By measuring open rates, you can also evaluate how your copywriting approach is received by the subscribers - for example, depending on the rates, you can set up to use the recipients’ names, add emojis or try out new strategies when sending out your Mailchimp campaigns.
In fact, Mailchimp provides an easy overview of how your past subject lines have performed whenever you add a subject line to your current campaign.
Pro Tip: The industry benchmark for open rates is 24%.
CTR is the second most important email marketing metric you have to measure when running campaigns.
CTR measures how many subscribers clicked the links in your message and shows how engaging your copy was and if the recipients saw any value in it.
The average Click-through-Rates for email campaigns is around 4%.
MailChimp gives a nice comparison of what the CTR has been in your recent campaigns in a single view.
The Audience size in Mailchimp is the number of people you send emails to at any given time - like all marketing efforts, it is important to align your end results with the efforts you put into the activities.
Knowing your audience size gives you a picture of where you stand as a company and gives you the perfect set of information to make your next marketing move.
The Audience growth is an extension of the ‘Audience’ metric, where you track how many new subscribers have been added to your email campaign recently.
Audience growth is an important metric to track for two reasons:
1. As a marketer, you have to know whether your marketing channels are working or not - knowing the periodic growth of your audience gives you just that.
2. The audience growth is an excellent indicator of outliers in your marketing efforts - for example, if you notice that hundreds of people subscribed to your newsletter overnight, tracing back, you might see that one of your social posts had gone viral owing to the unusual traffic to your site. This helps you attribute your conversions to the right channels.
The 24-hour campaign performance monitor in Mailchimp tells you what the best time to send out your email campaign is. While there are multiple reports on what the ideal is the ideal day and time for email marketing, nothing is more accurate than data from your own campaign.
By knowing when the users are most likely to open your email, you can reverse-engineer that information to send out your emails at the right time.
Location demographics are one of the most important metrics to measure when running email campaigns with Mailchimp.
It gives you insights into where exactly are your email subscribers from - you can use this data to send highly personalized email campaigns to just the audience from a particular region.
For example, if you have a lot of audience from the US on your mailing list, you can send out a personalized email on the 4th of July.
The Unsubscribe rate is the percentage of your subscribers who ‘unsubscribe,’ i.e., those who do not want to receive emails from you going forward.
While it is undoubtedly the biggest blow to your email campaigns, unsubscribes are part and parcel of email marketing.
When it comes to unsubscribes, Mailchimp provides an in-depth track of unsubscribe rates across campaigns - if you notice a sudden spike in a particular campaign, that is a cue to dig into your content and try to understand what might have triggered the recipient to unsubscribe.
Multiple opens are registered when the same prospect/ email subscriber opens in your email campaigns open your email more than once.
Multiple opens are a strong indication of the recipient’s interest in your email and help you follow up with them personally or add them to a different campaign and so on.
Mailchimp is one of the most popular email marketing tools for millions of users. Whether it is your monthly newsletters or sending cold emails to prospects, use these metrics as a guide when measuring the performance of your email campaigns.
Pravinan is a physicist turned writer who's currently wearing the marketer's hat. A tech enthusiast by nature and an avid non-fiction books reader, he loves to explore the world around him and always keep learning new things. When he's not working on his latest project, he likes to spend his time writing Tamil poetry or finding out more about organic farming.
