You’ve sent out email campaigns and checked the analytics, but now what?
If you’re unsure how to analyze your email metrics and what they mean for your business, you’re not alone.
Many e-commerce brands struggle to connect the dots between open rates, click-through rates, and conversions—and even more importantly, how to use those insights to optimize their email campaigns.
This lack of clarity can hold you back from tapping into email marketing’s impressive ROI—an average return of £38.33 for every £1 spent.
This article will cover how to make sense of the analytics tools in Klaviyo, Mailchimp, and Drip, so you can optimize your email campaigns to drive engagement, conversions, and sales.
A healthy email list is one with valid and interested email subscribers. You can monitor this with metrics like the bounce and unsubscribe rates provided in Mailchimp, Drip, and Klaviyo.
Bounce rate shows how many emails fail to reach the inbox, often due to invalid addresses. High bounce rates can hurt your sender reputation, making it harder for emails to get delivered to your subscribers’ inboxes.
To fix this, use double opt-ins to confirm valid emails during signup and ensure that bounced emails are cleaned from your list.
Unsubscribe rate shows how many people opt out of your emails after receiving them. A sudden spike in unsubscribes could mean your content isn’t meeting expectations or you’re emailing too frequently. This also impacts your reputation and deliverability.
To address this, look at your recent emails to see what might be turning people off, ask them for feedback, and tweak your emails accordingly.
Mailchimp also provides additional metrics like successful deliveries and abuse reports to help you monitor list health. As long as these numbers are in good standing, you’ve got a healthy email list.
Segmenting your audience helps you send personalized emails to your mailing list. Mailchimp, Drip, Klaviyo, and a few Klaviyo alternatives let you create segments based on subscriber demographics, behavior, and even predictive insights.
For example, you can group customers by their engagement levels or purchase history to run VIP reward campaigns. Klaviyo and Mailchimp also let you target based on predicted location (or gender, or age), which is perfect for promoting seasonal sales and local events.
To get a general overview of how your segments are performing, keep an eye on the open rates, click rates, and conversions of your segmented campaigns.
Klaviyo and Drip also show revenue-per-recipient, so you can pinpoint segments generating the highest returns—so the higher the value, the more effective your segment.
For high email engagement, you need a catchy subject line to boost open rates and good content delivery to improve click rates.
How do you ensure to do that consistently?
A/B testing—you can never be sure what works best with your audience until they show you. Organizations that consistently use A/B testing in their email marketing see a higher ROI—$48 for every dollar spent compared to $35 for those who don’t.
So use the A/B testing feature in your email marketing platform to test different subject lines. Experiment with:
Personalization: Include the recipient’s name, location, or recent purchase. Example: “John, you’ll love these deals!” vs. “Exclusive deals just for you!”
Emojis: Test adding emojis to see if they increase engagement. Example: “A Little Something for You 🎁” vs. “A Little Something for You”
Urgency and Scarcity: Experiment with time-sensitive phrases or limited availability. “Only 12 Hours Left!” vs. “Deals Ending Soon!”
With content, your goal should be to get straight to the point and deliver value to the reader. But most importantly, present it so the reader can easily skim through, digest your content, and take action.
Here are different elements you can experiment with in your email’s body:
CTA placement: Placing CTAs in the middle versus bottom of the email.
Type of CTAs: Adding hyperlinks as a CTA versus buttons with actionable text.
Personalization: Recommending best selling products versus products based on past purchase history.
Test one element at a time and compare the results to your average campaign performance.
Mailchimp and Klaviyo provide benchmark reports that show how a campaign’s open and click rates compare to your average performance, and even against that of your industry peers. If your metrics are above average, it’s a sign that something is working well. If they are below average, it’s time to make adjustments.
Emails with high open or click rates don’t always translate to more conversions or sales. If your goal is to increase sales, prioritize sales-related metrics such as the number of orders, total revenue, and average order value for each email campaign.
You can also use A/B testing to identify subject lines and content that boost these metrics and drive better results.
Your email data is a goldmine—use it. Keep an eye on the numbers, identify what’s working and what isn’t, and make adjustments as needed. The more you use your data, the better your emails will perform and help you hit your email marketing goals.