A professional email marketing service allows you to track the performance of your campaign right after sending it. SendPulse provides detailed reports for you to have a clear understanding of the success of your strategy.

The basic report covers the number of emails sent, delivered, open rate, clicks, emails marked as spam, and percentage of users who unsubscribed. 

Analyzing email marketing campaign results is as important as emailing campaigns. Email campaign tracking and reporting is a stepping stone for improving your performance and subscriber engagement. However, the analysis doesn’t stop with open rates and click-through rates. Measuring email campaign success involves a much deeper understanding of statistics.

Overall analysis

Every campaign should start with an analysis of the results of previous campaigns. Generally, email marketing campaign analytics include open rates, click-through rates (CTR), unsubscribes, bounces and other statistics, which you can see in the general panel of Mailigen reports. Recently, we launched a device, browser and geo-location reporting that provides you with in-depth information about subscriber activity.

What is email click-through rate and how to calculate it

What’s a perfect email campaign? Well, it’s when you send a message, people open it, click on a button, visit your website, buy/order/subscribe, whatever. Profit!

In a perfect world, maybe. In reality, only about 20% of subscribers would open your email, several times fewer folks will click, and still much fewer will buy or perform another targeted action.

So, before you get them to buy, you first need them to engage. The way to conversions basically looks like opens —> clicks —> purchases, and a marketer is always on the lookout for best practices to improve on every step of this way.

Formula explained

Click-through rate (CTR) is a ratio of the number of unique clicks your campaign got to the number of times it was sent, as a percentage. You divide the number of contacts who clicked on a link in your email at least once by the total number of people who received the message, and multiply the result by 100:

Clickthrough rate (CTR): Definition

A ratio showing how often people who see your ad or free product listing end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads, and free listings, are performing.

• CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
• Each of your ads, listings, and keywords have their own CTRs that you can see listed in your account.
• A high CTR is a good indication that users find your ads and listings helpful and relevant. CTR also contributes to your keyword’s expected CTR, which is a component of Ad Rank. Note that a good CTR is relative to what you’re advertising and on which networks.
• You can use CTR to gauge which ads, listings, and keywords are successful for you and which need to be improved. The more your keywords, ads, and listings relate to each other and to your business, the more likely a user is to click on your ad or listing after searching on your keyword phrase.

Email click-through rate

Current Mailigen data shows an average click-through rate of 3.3%. Hence, the CTR relies heavily on the composition of your email content, how well you write, how motivating your call to action button is and of course, the offer itself and how relevant it is to your audience.

If email open rates are highly dependent on the ‘Subject’ field, then email click-through rates depend on the success of your call to action. In the new Mailigen Drag’n’Drop email template editor, you can easily create call to action buttons, while our A/B split test will help you to decide which of them works best for your email campaigns.

In addition to email campaign reports, you can now profit from our new contact reports to better understand your audience engagement.

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