ESM Digital's Higher Ed Marketing Blog

4 Email Marketing Metrics Your School Should Be Tracking

When it comes to measuring the success of email marketing, do you think of conversions and open rates? While they’re important metrics to note, there are a lot less obvious ones to consider.

Before you launch your next email marketing campaign, take a minute to ponder: What is my marketing goal? Here are 4 email metrics your school should track to measure its success:

Engagement over time. Send emails out during different hours and days of the week to gauge the highest volume of user engagement. This data will help you decide when your target audience may be more likely to engage with your content.

Contacts you’ve lost. It’s helpful to know the reason why some users have opted out of receiving your emails. In this case, the unsubscribe rate is just as, if not more important than your subscription rate. Have users marked your school’s emails as spam? Were there hard bounces? These metrics will provide you with insight so you can better refine your email list.

Viewing time. There’s a lot to be said about the time users spend viewing your email. Insight into these metrics will help you view email length and content with a critical eye and adjust accordingly in order to generate more quality leads for your school.

Device viewed from. A whopping 66 percent of all emails are opened on a mobile device, making responsive design a main component to email marketing success. Information about email opens and clicks, and the devices used can help you make decisions about content length and creative in your email marketing campaign.

At Effective Student Marketing, we know that advanced email metrics can provide greater insight into the success of your email marketing campaigns, and generate better leads for your school. Find out how by contacting Effective Student Marketing today.