How To Optimize Your Emails

Before you dive into optimization techniques, you need to measure the performance to know how your email marketing campaign is performing.

So, what to measure? Which metrics are essential to understanding the performance?
There are plenty of metrics you can track. I’ll list them all with a brief note about each one.
1. Click-through rate

It is the percentage of people who clicked one or more links in the email they received.
2. Conversion rate

The percentage of people who clicked on a link in an email and completed the action that is measured as a conversion.
3. Bounce rate

It’s the percentage of total email sent that aren’t delivered to the intended inbox. There are two types of bounce rates - hard bounce and soft bounce.
4. List growth rate

The rate at which your email list is growing is another email marketing metric that tells you when you hit the saturation level.
5. Email deliverability rate

This tells you the percentage of emails sent that reached the recipient’s inbox.
6. Open rate

The percentage of the people opened the email they received.
7. Disengagement rate

These are the subscribers who stopped opening, reading and clicking your emails.
8. Unsubscribers rate

This tells you how many people are finding your content poor or irrelevant.

::: Optimization :::

Now, you know the metrics that matter, let’s move on to the optimization techniques.

1. Open rate optimization

If it’s not opened, it won’t be read or clicked. So the first you need to optimize your emails to get them opened.
2. Click through optimization

The goal of the email is to get clicks. If it’s not getting clicked, it’s almost a failed campaign.
3. Email deliverability optimization

Don’t buy lists. Buying lists mean your recipients don’t know you and may mark your emails as SPAM which will hurt your deliverability rate and reputation.