Understanding Email Metrics: How to Interpret Data to Boost Your Email Marketing
Our winter product update has finally launched, and one of the exciting features included in the release is REW CRM’s Email Metrics and Campaigns Redesign. Consistent and timely communication is essential to form a strong relationship with your leads, and this powerful new feature will help you achieve just that. To fully maximize the benefits of this update, it’s important to understand what your email metrics mean, so let’s dive into this blog to break them down.
Email Metrics and Redesigned Dashboard on REW CRM.
Table of Contents
Feature Overview
Email Metrics and Campaigns Redesign is a feature that will allow agents to view their emails’ key metrics such as open rate, click rate, bounce rate, and unsubscribe rate. These email metrics are available for both individual emails and email campaigns, making it easier to assess the performance of your outreach efforts. You will see the email metrics on REW CRM’s Campaigns section, or on each email on the Lead Details Page.
For an in depth explanation of how this feature can help support your email marketing, check out our Email Metrics and Campaigns Redesign blog post.
Email Metrics displayed per email and on the Campaigns' graph and card totals.
Open Rate
Open rate is the percentage of your recipients that opened the email you sent. It is calculated by dividing your number of emails opened by your number of successfully delivered emails, and then multiplied by one hundred.
Open Rate = (Number of Emails Opened / Number of Delivered Emails) x 100
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A sample open rate of an individual email and campaign.
Open rate is a good indicator of how effective and engaging your subject line and preview text are. Make sure they’re catchy and interesting so recipients will feel compelled to open your email. Avoid generic messages and hone in on how relevant and helpful the topic of your email is. Ask yourself this question: With the number of emails agents receive daily, will my subject line stand out in an overflowing inbox? If you don’t pique their attention, then there’s a low chance that you’ll have a high open rate.
Other factors that influence your open rate are your reputation, email list segmentation, and even Apple's Mail Privacy Protection (MPP), which is the Mail app’s feature that hides users IP address and preloads email content.
In relation to open rate, you can also see your email opens (total number of times your email was opened) and unique opens (number of unique recipients that opened your email). With these email metrics, you can gauge how much your target recipients are interested in your email and if your subject line and preview text resonates with them.
Click Rate
Click rate is the percentage of your subscribers who clicked a link (a button or hyperlink) in your email. It’s calculated by dividing the number of unique clicks by your number of successfully delivered emails, and then multiplied by one hundred.
Click Rate = (Number of Unique Clicks / Number of Delivered Emails) x 100
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A sample click rate of an individual email and campaign.
Your click rate indicates whether the links in your email (texts, images, or call-to-actions) are relevant to your recipients and driving them to click or take an action. Depending on the performance of your click rate, you can determine if you should adjust the placement of your links, if your images or other elements are getting attention, and if your call-to-actions or messaging is compelling enough.
In addition to click rate, you can also check your clicks (total number of clicks) and unique clicks (number of unique recipients who clicked at least one link). Regularly monitor your click rate, clicks, and unique clicks to understand how engaged your leads are and if you’re successfully driving them to your landing page.
Bounce Rate
Bounce rate is the percentage of emails that failed to be delivered to your target recipients. You can calculate your bounce rate by dividing the number of bounced emails by your total number of emails sent, and then multiplied by one hundred.
Bounce Rate = (Number of Bounced Emails / Total Number of Emails Sent) x 100
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A sample bounce rate of an individual email and campaign.
Your bounce rate reflects the quality of your audience list and negatively impacts your sender reputation. A high bounce rate means you need to check and clean your email list (archive wrong or invalid email addresses, deleted accounts, etc.) and verify that your contact list is made up of active, high-quality email addresses. Consistently having a high bounce rate may result in your emails going to your recipient’s spam folder or being blocked.
Aside from bounce rate, you can also see your emails' bounces (total number of bounced emails) if you prefer that over a percentage. Regularly monitor these metrics to ensure your emails are successfully being delivered.
Unsubscribe Rate
Unsubscribe rate is the percentage of your recipients or subscribers who’ve decided to opt-out of receiving your emails. This can be calculated by dividing the number of recipients who’ve unsubscribed by the number of delivered emails, and then multiplied by one hundred.
Unsubscribe Rate = (Total Number of Unsubscribes / Number of Delivered Emails) x 100
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A sample unsubscribe rate of an individual email and campaign.
Similar to bounce rate, your unsubscribe rate can also show the quality of your audience list. A high unsubscribe rate may mean you are not targeting the correct people, or you need to improve your segmentation strategy. An extremely high unsubscribe rate may also indicate that your content is not relevant or interesting to your leads or that you may be over sending them emails. On a more positive note, people opting out of your campaigns mean your list is being cleaned which will improve deliverability. Reactivating or re-engaging inactive leads can also lead to a spike in your unsubscribe rate, but this is normal and should not alarm you.
Together with the unsubscribe rate, you can also check the total number of unsubscribes instead of the percentage. Always include this metric in your email campaign reporting so you can immediately adjust your strategy if needed.
Boost Your Email Marketing with Insights
Having access to email metrics means you have the data needed to generate actionable insights. Use them to boost your engagement, marketing emails results, and conversion rate. Soon, you can quickly analyze your email metrics on REW CRM’s Campaigns dashboard, where you can customize your view, card totals and graph.
One of our popular sayings at Real Estate Webmasters that we tirelessly advocate is, “If it’s not on the CRM, it cannot be measured, and if it cannot be measured, then it cannot be improved.” Now that your email metrics are recorded on REW CRM, leverage this data to build more meaningful and productive relationships with your leads.
Adding Email Metrics on the card totals, graph, and columns.
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Be part of our growing vibrant community on the REW Forum! Here, you can share your insight, best practices, and tips on email marketing and other topics that other agents will find helpful. You can also ask questions on the platform, connect with other real estate professionals, and stay updated with current trends and news. Sign up and join us today!
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Email Metrics FAQ
What’s the difference between total opens and unique opens?
Total opens count every time an email is opened, even if the same recipient opens it multiple times. Unique opens only count each recipient once. Both help you understand engagement: total opens show overall interest, unique opens show reach.
What’s the difference between clicks and unique clicks?
Clicks include every time a link is clicked in your email. Unique clicks only count one click per recipient. This helps you see how many individuals are engaging versus repeated clicks by the same person.
Can email metrics help improve lead conversion?
Absolutely! By analyzing which emails perform best, you can tailor your messaging, engage leads effectively, and move them down the funnel more efficiently.