If you’ve ever sent out an email blast and thought, “Cool… but did anyone even care?” — you’re not alone.
Email marketing can be one of the highest ROI channels for service businesses, but only if you know what email marketing metrics to track, what to tweak, and when to pivot. Let’s break it down.
The Numbers That Actually Matter
When we talk results, it’s not just about whether someone opened your email (though, yes, that’s a good start). The real magic happens when you look at:
- –Open rates – Are people curious enough to read what you sent?
–Click-through rates – Are they engaging with your content?
–Conversion rates – Are they booking services or buying?
–Bounce rates – Are you actually landing in their inbox?
–Unsubscribe rates – Are you annoying them…or just cleaning up the list?
These email marketing metrics tell you more than “yay” or “meh” — they tell you where to optimize.
Strategy Isn’t Just Guesswork
How do we take those numbers and actually make emails better? Here’s what’s been working for our clients:
1. Test Send Days and Times
Your “perfect” time might not be Tuesday at 10 AM (even though that’s what all the blogs say). At Eviva, we constantly test different send times to figure out when your audience is most likely to engage.
2. Resend to Non-Openers
This one’s huge — and recent. We’ve started resending emails to people who didn’t open the first time, with slightly tweaked subject lines. The result? Way more eyes on your content without writing a whole new email!
3. Play with Content Formats
Static text isn’t always the winner. Last month, we added a short video to one of our emails… and the click-through rate jumped 851.52%. (Cue screaming GIF here, because yes — that’s real.)
Why This Matters
Email marketing isn’t about blasting your list and hoping for the best. It’s about constant testing and small tweaks that add up to big changes in your email marketing metrics.
If you’re not seeing engagement, it doesn’t mean email doesn’t work; it means your strategy needs work. And that’s where we come in.
Want Eviva to handle the testing (and the screaming) for you? Let’s talk about your email strategy.
And while you’re here, check out 5 Social Media Mistakes That Can Hurt Your Business — because chances are, if your email marketing metrics need work, your socials might too.
