Email Marketing Metrics.

Here’s a beginner-friendly breakdown of email marketing—what it is, how to do it, and tips to get you going.

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📨 What is Email Marketing?

Email marketing is sending emails to a list of people (leads, prospects, or customers) to:

• Build relationships
• Promote products/services
• Share updates, tips, or content
• Drive traffic, sales, or signups

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🔧 How to Do Email Marketing (Step by Step)

1. Choose an Email Marketing Platform

Some popular tools:

• Mailchimp
• ConvertKit
• Brevo (formerly Sendinblue)
• MailerLite
• Klaviyo (great for e-commerce)

These tools help you manage lists, design emails, and track performance.

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2. Build Your Email List

Don’t buy email lists. Instead:

• Use signup forms on your website
• Offer a freebie (lead magnet) like an eBook, checklist, discount, etc.
• Promote signups on social media or your blog
• Add pop-ups, slide-ins, or embedded forms

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3. Segment Your Audience

Group subscribers by:

• Behavior (clicks, purchases)
• Interests (what they signed up for)
• Demographics (location, age, etc.)

This lets you send personalized, targeted emails.

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4. Design Your Emails

Keep it simple and mobile-friendly. Include:

• A catchy subject line (short, clear, curious)
• Engaging content (value first, not just promo)
• Clear CTA (call to action) – “Shop now”, “Download”, “Read more”, etc.
• Visuals: images, buttons, spacing

Use your brand voice consistently.

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5. Set Up Automations

Automate key emails:

• Welcome series
• Abandoned cart emails
• Thank you emails
• Post-purchase follow-ups

Automation = saving time and making money in your sleep.

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6. Test and Optimize

Always:

• A/B test subject lines, buttons, images
• Monitor open rates, click-through rates, conversions
• Clean your list (remove inactive emails)

Data-driven tweaks lead to better performance.

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✨ Pro Tips

• Be consistent (weekly or monthly is better than random)
• Don’t spam – provide value every time
• Add personalization – first names, product suggestions, etc.
• Make it easy to unsubscribe (and don’t take it personally!)
• Be GDPR/CCPA compliant – get permission and protect data

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📥 Email List Generation

Goal: Build a quality list of people who want to hear from you.

• How to build a subscriber form
  → Learn how to create a form that collects emails (using tools like Mailchimp, Google Forms, etc.).
• Best practices
  → Tips like keeping it short, using strong CTAs, placing it in visible spots, etc.
• Opt-in process
  → How people confirm they want to be on your list (single vs. double opt-in).
• Compliance
  → Legal stuff (GDPR, CAN-SPAM, etc.). You need permission, a privacy policy, and an unsubscribe link.

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🛠 Setting up Mailchimp

Goal: Use a tool to manage your list, design emails, and send campaigns.

• Walkthrough of how to create a free account, upload your contacts, design forms, build templates, etc.

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✍️ Creating Effective Email Campaigns

Goal: Learn what makes emails perform well.

• Elements of an effective email
  → Includes the subject line, preview text, body, visuals, CTA, and footer.
• Drafting subject lines and preview text
  → How to write hooks that boost open rates.
• How to write great body copy
  → Clear, personal, benefit-driven content that keeps people reading.
• Visual aspects
  → Design, branding, images, layout, and mobile responsiveness.
• Creating an actual email
  → Step-by-step: write, design, test, and send.

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📅 Creating an Email Plan

Goal: Build a sustainable system, not just random blasts.

• Email campaign strategy
  → Plan around launches, seasons, content calendars.
• Engagement strategy
  → How to keep your list active (surveys, contests, value-based content, etc.).
• Email workflows
  → Pre-planned sequences (welcome series, sales funnels, onboarding, etc.).
• Automation, types, and integrations
  → Set up triggered emails and link with CRMs, websites, and eCommerce platforms.

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📈 Measuring Results

Goal: Learn what’s working—and what’s not.

• Key metrics
  → Open rate, click-through rate (CTR), bounce rate, unsubscribes, conversions.
• Tracking conversions
  → UTM parameters, links, goals in Google Analytics or Mailchimp’s reports.
• A/B testing
  → Compare two versions of a subject line or design to see what performs better.
• Email list segmenting
  → Sending personalized emails based on behavior or preferences.
• Analyzing result data
  → Interpreting reports to improve your next campaigns.

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🧪 Project: Marketing with Email

Goal: Apply what you’ve learned in a real or mock campaign.

1. Design an email subscription form
   → Create something you’d use on a website.
2. Create an email content plan
   → What kinds of emails, how often, who receives them.
3. Draft email copy and designs
   → Write actual subject lines, body copy, and choose visuals.
4. Understand and analyze results
   → Send a test campaign, gather data, analyze.
5. Provide recommendations
   → Suggest improvements for future emails based on your findings.

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🧩 In Short:

This structure builds a full skill set—from growing a list, designing and sending campaigns, to automating and analyzing them. It’s great for teaching, self-learning, onboarding interns, or building your own brand’s strategy.

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Here’s a detailed Email Marketing Metrics Table with expanded explanations for each metric. This will help you clearly understand what to track and why each one matters:

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📊 Email Marketing Metrics – Explanatory Table

Metric	What It Means	Why It Matters	Benchmark (Varies by industry)
Open Rate	% of recipients who open your email	Measures how compelling your subject line and sender name are	15% – 25%
Click-Through Rate (CTR)	% of recipients who clicked a link in your email	Shows how engaging your content is and how effective your CTA is	2% – 5%
Click-to-Open Rate (CTOR)	% of people who opened the email and clicked a link	Helps understand the performance of your email content, not just the subject line	10% – 20%
Conversion Rate	% of recipients who completed a desired action (purchase, signup, download, etc.)	Tracks how well your email drives business results (sales, leads, signups)	Varies widely (0.5% – 5%+)
Bounce Rate	% of emails that couldn’t be delivered	A high bounce rate affects your deliverability reputation	<2% (Hard bounces <0.5%)
Unsubscribe Rate	% of people who opted out of future emails	High rate = irrelevant or too frequent emails	<0.5%
Spam Complaint Rate	% of people who marked your email as spam	Signals to email providers that your emails may be unwanted	<0.1%
List Growth Rate	Net % growth of your email list over time	Measures your ability to grow and retain subscribers	Positive growth is ideal
Forward/Share Rate	% of recipients who shared or forwarded your email	Indicates how valuable your content is—good for organic reach	<1% is common, higher is better
Engagement Over Time	Opens and clicks over hours or days post-send	Helps optimize send times and frequency	Track by time zones/day of week
Device Breakdown	% of opens by device (mobile, desktop, tablet)	Optimizes your email design and layout for the right platforms	Mobile = 40–60%+
Revenue per Email	Total revenue divided by total emails sent	Especially useful for e-commerce; helps calculate ROI	Depends on pricing and audience

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💡 Key Notes:

• Track trends, not just single numbers – Consistent drops or spikes are more meaningful than one-off events.
• Use A/B testing to improve subject lines, CTAs, send times, and layout for better metrics.
• Segmented emails often perform better – better open and click-through rates due to higher relevance.

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