Top 3 metrics to track email performance
To ensure your emails hit the mark, it's essential to measure their success and fine-tune your strategies. Understanding how recipients interact with your content requires keeping a close eye on 3 key metrics that drive revenue. Let's dive into these metrics and how to analyze them effectively.
Note: Before analyzing your data, make sure it's solid and accurate. It takes about 30 days on Klaviyo to get a good baseline, but for the best insights, give it 90 days, especially if you're new to sending emails or using a new domain.
Improve KPIs with key email template strategies
For both campaigns and flows, setting up analytics dashboards and custom reports is essential to track your email performance effectively. If you find that your click or conversion rates are lower than expected, consider implementing the following strategies to boost performance within your email templates:
Improve click rates
To increase the percentage of people who click a link in your email out of the people who receive your email, you can:
- Strengthen your CTA
Craft 1 main, compelling call-to-action (CTA) for each marketing message. Optimize the placement and positioning by moving it up higher in your message, and at the forefront of someone’s attention. Ensure that it works well on mobile, is prominent in your design, and includes text that makes them want to click (e.g., action verbs like “Shop now,” “Get started,” “Learn how,” etc.). - Include incentives
Target your audience with incentives tailored specifically to them. Strategically use coupon codes, sales, free shipping, or other incentives that don’t cut too much into your profits that will encourage your recipients to click to your site. - Ensure your content is accessible
Test that your messages work properly on all platforms and are accessible across devices and email inboxes, like Gmail and Outlook. Ensure that all recipients are able to open, click, and progress through your marketing journey as intended. Check your email color contrast here.
Improve conversion rates
To increase the percentage of email recipients who take a desired action after receiving an email, try implementing the following:
- Share support information
Give customers peace of mind by including your return policy or customer support contact information. New customers will find it easier to trust a new brand when they are assured of their ability to return items and reach out for assistance. - Show social proof
Build trust with new shoppers byencouraging customers to checkout your social media channels. Include a social block to share your most active channel, where you typically showcase your products or services, and customer reviews.
Create an A/B test to make data-driven decisions
Improve your email performance and refine your strategies by using A/B testing to understand your audience better. A/B testing involves trying different content variations on your audience to see what encourages them to click on your email's call-to-action (CTA).