Email marketing provides a significant return on investment, achieving $42 for every $1 invested. This 99.8% accuracy in results demonstrates its guaranteed reliability as a marketing strategy. To begin with, it is important to understand that 35% of professionals send between 3 and 5 mailings per week, verifying in real time each metric to improve the effectiveness of their campaigns. Email verification is essential to achieve these goals. In this practical guide, you will learn the verification process step by step, from the open rate (optimized between 20% and 22%) to the complete email validation. We will show you how to use the metrics automatically to maximize the results of your email marketing campaigns.
Fundamentals of KPIs in Email Marketing
The file-based verification service allows you to validate email addresses in real time. The data obtained shows information about the validation process, including the number of messages delivered and the actions taken by the recipients.
What are email marketing KPIs?
Email marketing KPIs are key metrics that measure the performance of email campaigns, such as open, click-through, conversion, bounce, and unsubscribe rates, to optimize results. The validation process via API Rest facilitates the tracking of email addresses. An SMTP connection open rate between 20% and 22% indicates correct performance [1], while the verification service shows positive deliverability when it exceeds 2%.
Why they are important to your strategy
Through our library, we can validate each shipment by means of files [2]. The verification service allows to check the quality of the databases and to adjust the configurations according to the data obtained. The mail verification system facilitates:
- Syntactic validation of each shipment
- Real-time risk identification
- MTA verification of records
- Data analysis using API Rest
Tools required for measurement
In order to use the verification service, tools are required to validate:
- Validation of active domains
- Verification of complaints received
- SMTP connection with servers
- Identification of spam trap mails
- Visitor tracking by API
- Control of records in forms
- Validation of orders placed
- Real-time data verification [1].
The service for validating e-mails has a widget that allows these indicators to be checked [1]. The tools facilitate the validation process and display the data in the form of files to analyze the performance of the system.
Measurement System Configuration
To begin with, the system must be set up following a series of steps to ensure accurate tracking of each action.
Implementation of tracking codes
First, the UTM parameters are the basis for the control of each interaction [3]. Next, they must be configured:
- UTM Source: Origin of visitor
- UTM Medium: Channel used
- UTM Campaign: Unique Identifier
- UTM Content: Message elements
Configuration of objectives in analytics
The next step requires establishing the control points:
- Main goal
- Associated amount
- Visitor’s route [4]
The numbers indicate that between 2% and 5% of visitors perform desired actions [2].
Creation of customized dashboards
The control panel should display:
- Indicator groups
- Differences between shares
- Important notifications [3]
The system generates automatic reports [3]. As simple as that, each member accesses according to his authorization level. The control includes every action of the visitor, from clicking links to the time of exit [5]. Our support team will be happy to help you if you have any questions about the configuration.
Basic Performance Metrics
The validation process identifies the essential elements to determine the performance of the mailings. The data obtained show the behavior of the recipients for each message.
Open rate and deliverability
The deliverability rate reaches 95% [6] when best practices are applied. This value determines how many messages reach the main inbox. Records vary by industry. Charities achieve 33.30% reads, while retail gets 16.24% [7]. Saturday mailings generate a 45.2% response [7].
Click-through rate and engagement
The overall average number of interactions reaches 3.96% [7]. The sectors show different levels:
- Communication area: 5.77%.
- Financial area: 4.42%.
- Technological area: 3.99% [7].
Interaction is evaluated by the ratio of keystrokes to openings. This data helps to understand the quality of the message sent.
Delivery speed and bounce rate
Processing speed varies by provider. Gmail handles messages quickly, Yahoo has delays during massive periods [8]. The rejection rate should be kept under 2% [6]. They are classified into:
- Permanent: non-existent addresses
- Temporary: full spaces [6]
Periodic list cleaning avoids reputation problems. Exceeding 2% returns negatively affects future shipments [6].
Advanced Conversion Metrics
The advanced measurement service makes it easy to evaluate the economic impact of each mailing. With no additions or permanencies, the results show the effectiveness of each action executed.
Conversion rate per campaign
The measurement shows the total number of users that execute specific actions after receiving communications. The data indicate between 2% and 5% as the optimal level [9]. Each sector presents different levels:
- Technology area: 3.99%. [10]
- Commercial area: 4.42%. [10]
- Service area: 5.77%. [10]
The calculation uses: (total actions completed / total sent) × 100 [9].
Email marketing ROI
42 for every euro used, the economic benefits reach [11]. Los sectores muestran diferentes niveles:
- Travel area: €53 per euro [12]
- Trade area: €45 per euro [12]
- Software area: €40 per euro [12]
Accurate calculation requires assessing total revenues along with costs of developing, distributing and maintaining contacts [13].
Value of the subscriber’s lifetime
The EMLV assessment indicates the benefits per active contact. Three main elements determine this value
- Total active contacts: 60% maintain constant activity [14]
- Duration of activity: Period of effective communication
- Direct income: Benefits obtained from communication
The calculation uses: (monthly profit × active months) [15]. If each contact generates £20 per month for 24 months, the total value adds up to £480 [15]. Optimal distribution requires organizing the contacts [14]:
- Main group (20%)
- Regular group (60%)
- Occasional group (20%)
This organization makes it possible to develop specific communications for each level of activity.
Data Analysis and Interpretation
The API Rest verification service provides detailed information about each shipment. As simple as that, with no programming required, our development team can help you integrate the service into your backoffice systems.
Effective reporting
Examples are available to create reports that show the results of each verification. [16]. Si tienes dudas, contáctanos vía chat, email o telefónica. Para facilitar la visualización de resultados:
- Follow the steps of the wizard
- Check the established configuration
- Make the necessary corrections
- Grants permits on an as-needed basis
Identification of key trends
No registration or permanence, the packs do not expire when verifications are made [17]. Pruébalo gratis, te damos créditos para evaluar nuestras soluciones. El trozo de código integrado muestra que durante las primeras horas se registra mayor actividad
Benchmarking and comparisons
The integration of the widget makes it possible to observe differences by sector:
- We have videos available for the technical area: [16]
- Paste the code in the financial area: [16]
- Upload your list in communications: [16]
Publishing the list requires adding a key for each sector. For example, the cultural area presents higher response while vehicles shows less interaction
Conclusion
The process of verifying emails through API allows to obtain a return of 42€ for each euro invested correctly. The integration of the service makes it easy to detect critical elements without the need to send mailings. The support team helps to set up a series of parameters to automate the whole process. If you need help, we have examples to quickly and safely test each element. The API key grants permission to create a standardized template. The backoffice simulates a connection with more than 25 tests to eliminate hard bounces. Investment is recovered by detecting spam trap mails and feedback loops that affect mx records.
FAQs
Q1. What are the most important KPIs in email marketing?
The most important KPIs include open rate, click-through rate, conversion rate, bounce rate and return on investment (ROI). These indicators allow you to evaluate the effectiveness of your campaigns and make data-driven decisions to improve performance.
Q2. How is the email marketing conversion rate calculated?
The conversion rate is calculated by dividing the number of conversions by the number of emails delivered and multiplying by 100. For example, if 1000 emails were sent and 50 resulted in a conversion, the rate would be 5%.
Q3. What is considered a good open rate in email marketing?
A good open rate varies by industry, but in general, a percentage between 20% and 25% is considered acceptable. Some sectors, such as non-profit organizations, can achieve rates of up to 33%.
Q4. How can I improve the ROI of my email marketing campaigns?
To improve ROI, focus on segmenting your audience, personalizing content, optimizing design for mobile devices, A/B testing and constantly analyzing results to adjust your strategies. It is also crucial to maintain an updated and quality subscriber list.
Q5. What tools are needed to measure email marketing KPIs?
Essential tools include email marketing platforms with built-in analytics capabilities, conversion tracking systems such as Google Analytics, and data visualization tools to create custom dashboards. These allow you to track key metrics, analyze trends and generate detailed reports.
References
[1] – shopify.com/en/blog/email-marketing-metrics [2] – mailchimp.com/en/resources/email-marketing-benchmarks/ [3] – hubspot.com/products/kpi-software [4] – help.tiendanube.com/en_en_US/123490-google-analytics/how-to-set-up-a-target-in-analytics [5] – mailjet.com/en/blog/emailing/tracking-emails-google-analytics/ [6] – zerobounce.net/en/email-bounce-rate-calculator/ [7] – brevo.com/en/en/blog/features-opening-email-marketing-statistics/ [8] – help.activecampaign.com/hc/en/articles/218790297-After-clicking-send-how-fast-emails-will-arrive-in-mailbox [9] – mailchimp.com/en/marketing-glossary/conversion-rates/
[10] – getresponse.com/en/blog/kpis-of-email-marketing
[11] – mailchimp.com/en/resources/email-marketing-roi/
[12] – benchmarkemail.com/en/blog/roi-del-email-marketing/
[13] – mailjet.com/en/blog/emailing/roi-email-marketing/
[14] – mdirector.com/blog/email-subscriber-lifetime-value/
[15] – acrelianews.com/en/blog/post/how-to-calculate-email-subscriber-lifetime-value/
[16] – salesforce.com/en/blog/top-kpis-for-email-marketers/
[17] – mailjet.com/en/blog/emailing/mailjet-kpis-marketing/
