[MUSIC PLAYING] Let's get the obvious out of the way. If you're a right-brained, creative person, you may be cringing at the thought of diving into your analytics. Don't worry, I'm going to make this as easy as I can and as painless as possible. All we're going to cover is three metrics, three simple metrics to make sure your email is working. And if it isn't, we'll fix those in lesson 2. To get the most out of this lesson, you should already have your email channel up and running.
Let's say, a hundred people or so on your list and five or so email sent. Anything less, we may not have enough data to check on. Let's start with the three foundational metrics I recommend you track to test if your email marketing is working. Metric number 1, open rates. An open rate is a percentage that tells you how many successfully-delivered email campaigns were opened by subscribers.
A standard for a good open rate is 20% to 30%. You will notice your open rate is usually higher when you're first starting out. Your subject line plays a big role in your open rate. The more compelling the subject line, the higher the open rate. Metric number 2, click-through rates. A click-through rate is a percentage that tells you how many successfully-delivered campaigns registered at least one click.
A standard for a click-through rate is generally two to three times the conversion rate of your Shopify store, maybe 5% or so. Why? Because you have a highly-targeted group of people on your list who have opted into your content. Your calls to action and images in your email play a big role in your click-through rate. Metric number 3 is revenue. Revenue is of course how much money is coming in through the door.
How much of that comes from email though? If you've set up your welcome series, optimized your Shopify store, and you're growing your list and you're not making revenue, you've got an email marketing problem. Total generalization here, but most stores I've seen get about 20% of their total revenue from the email channel. I recommend scheduling a weekly 30-minute meeting with yourself to check in on these and other metrics.
More frequently, you're going to drive yourself crazy. Less frequently, you may miss some red flags in your campaigns. In the Resources section below, I've included a simple framework you can use to help track the numbers that matter. Make yourself a copy of the document now, and start inputting your week 1 metrics. Now head to the next lesson and learn how to test email content. [MUSIC PLAYING]
