Complementary metrics

Subscriber list size

As we have seen, your contacts are one of your most valuable assets. They represent your potential for sales and growth. They are the ground on which your company is built.

You should therefore take time to analyse the size and evolution of your lists. Once you know this data, you can compare it with your performance metrics and interpret what it means.

For email campaigns, compare this evolution with bounces, unsubscribes and complaints to detect quality or deliverability issues. For SMS campaigns, review delivered, failed, replies and unsubscribes: SMS has no opens or soft/hard bounces, and failed messages indicate sends that were not delivered.

Growth rate of the subscriber list

You will need a constant flow of subscribers to renew the subscribers you are losing, open up new business possibilities and expand your company. It is therefore important to find out the rate at which you are attracting subscribers.

Rate of loss of subscribers

The inverse metric to “Growth rate”. You can find out at what rate you are losing subscribers, either through bounces, failed messages, unsubscribes or spam.

Check your bounce or failed-message data and unsubscribes in Easymailing and ask yourself: are you losing more subscribers than you are gaining?

If the answer is yes, review your campaign: the content plan, the acquisition strategy, how often you send emails or SMS, and the time of day you send them.

Inactive subscribers

Detect subscribers who have not been active for a long time. In email, you can review contacts who do not open emails or click. In SMS, focus on clicks, replies, unsubscribes and last interaction, because SMS does not track opens.

Having too many inactive subscribers affects deliverability and audience quality.
See the article on Best practices for managing your audience.

Emails marked as spam

This metric applies to email. How many messages were marked as spam or generated complaints? You can find out more about what spam is, its consequences and how to avoid it.
See the article on why my emails get into the spam folder.

SMS reports do not show opens, soft/hard bounces or complaints. To detect quality issues in SMS, review failed messages, replies, clicks and unsubscribes.

Conversions

The ultimate goal of your campaign is for your actions to translate into sales. We distinguish between two types of conversions:

• Micro-conversions: comments, visit volume, likes, clicks, replies or any interaction before a sale.
• Macro-conversions: sales or orders.

If you have a connected store and ecommerce tracking is enabled, Easymailing can show the campaign order rate, attributed orders, attributed revenue and average revenue per order.

For revalidation campaigns, also review revalidated subscribers, revalidation clicks and click conversion. These metrics measure the specific goal of recovering or confirming consent.