Email Marketing Questionnaire

Delivery rate = ((Number of emails sent - Number of emails bounced i.e. not delivered) / Number of emails sent) X 100

An email open rate is a metric that indicates the percentage of opened emails out of all emails sent in a specific email marketing campaign.

It is the number of unique recipients who opened the emails you sent to them by clicking on them divided by total recipients who got your mail, taken as a percentage.

The formula for its calculation is Open rate = (Total unique opens / Total recipients) x 100

An email click-through rate (CTR) is the percentage of your email recipients who clicked on one or more links in the email you sent. To calculate email click-through rate, use the following formula-

CTR = (Number of people that clicked on your email links / Number of emails you sent in total to unique recipients) x 100

A high click through rate indicates that your email subject and body is attractive and convincing while your CTA is compelling. On the other hand, a low CTR represents that your email does not have enough attractive and convincing power.

Click to open (CTO) rate is an email marketing metric that indicates the effectiveness of your email content and the engagement that your email campaign is generating. Click to open takes your open rate and CTR to represent how many click-throughs you get in relation to how many emails were opened.

CTO rate or CTOR is an accurate measure of your email body content's quality and the effectiveness of your content, as your aim should be to convert your email opens into clicks on your links in the email (click-through rate).

Its formula is CTO = (Unique link clicks / Unique email opens) x 100

Here, many opens and low CTR will be useless and indicate that your content and CTA are not convincing enough and do not deliver on the promise your subject line made. Meanwhile, low open rates with high CTR are also futile and may indicate that your subject line is unattractive or timing is flawed.

A 'bounce' or bounce message is an automated message from an email system that informs the sender that the sent email has not been delivered. In such cases, the original email is said to have "bounced," and the "bounce rate" is the ratio of bounces to the total emails sent.

The formula of the bounce rate is Bounce rate = Number of bounces / Number of emails sent

This rate can be found for two types of bounces-

• Hard bounce rate: This is the rate of bounces that are caused by an invalid recipient's address, which happens when the domain name doesn't exist or because the recipient is not known. It is often caused due to an invalid or non-existent email id being entered. Hard bounces must be found and minimized to improve delivery rates.
• Soft bounce rate: This is the rate of bounces that occur when the email address was valid, and the email reached the recipient's mail server but bounces back without delivery. It is often caused by technical problems with the server, spam filtering due to bulk emailing, or the recipient's mailbox being full. Soft bounces are usually temporary and solvable, unlike hard bounces, which are permanent.

Unsubscribe rate is a measure of the percentage of users who have opted out from your mailing list after an email campaign. The unsubscribe rate indicates that your recipients are not interested in your emails and goes on to impact your email deliverability, conversion rates, and brand image.

The formula is Unsubscribe rate = (Number of unsubscribes / Total number of emails delivered) x 100