Email Marketing Tools

9. Measure your success with email marketing metrics
Analyzing key email marketing metrics will teach you how to improve your strategy for future campaigns. Most ESPs have an analytics dashboard with at least the following real-time metrics:
Open rate: The ratio of the number of people who opened your email divided by the total number of recipients.
Click-through rate: The ratio of the number of people who clicked on a link in your email divided by the total number of recipients.
Unsubscribe rate: The number of people who unsubscribed divided by the total number of recipients. If this number is high, you need to review your email frequency and segmentation.
Bounce rate: The number of emails that failed to deliver divided by the total number of emails sent.
Soft bounces are due to temporary issues like the recipient’s inbox being full.
Hard bounces, on the other hand, are due to permanent issues, like an inactive email address.
In Brevo, you can find an overview of your campaign results in real time, or under statistics.

Email campaign statistics in Brevo
To improve your performance, try to manage your email list better to get better engagement.
As you go, you’ll begin to see what works and what doesn’t so you can develop stronger campaigns.
10. Know your local laws and regulations for email marketing
Different regions have different policies for data protection. Make sure to check out guidelines and laws for your area. ESPs help you comply with many important ones, but it’s always good to be safe. As mentioned above, some regulations to know about are:
USA: The CAN-SPAM Act
Europe: The GDPR
Further reading: GDPR in Email Marketing: How to Be Compliant and Avoid Fines
11. Scale with email automation
Once you’ve got the hang of things, automate your email marketing strategy to make your business grow even faster.
Autoresponders are the simplest form of email automation.
Autoresponders send an automatic personalized email (or email series) at different stages of the buyer journey. You get to follow up with subscribers without having to be physically present to hit send.
The welcome email is the most common autoresponder example and most email marketing services have an autoresponder function.
With Brevo, you can select from essential email automations to jumpstart your campaigns.

Automation templates in Brevo
You can also build custom workflows inside an automation builder as shown below. Easily click to add entry points, actions, re-starts, and exits.

Email automation workflow builder in Brevo
Equipped with the right email automation software, you can go one step further and set up complex email automation sequences using if/then/else logic. This kind of email series is highly effective for lead nurturing and lead scoring.
In the coming year, 48% of companies will focus their efforts on developing their marketing automation. So, learning the basics will help you send successful email marketing campaigns and keep a competitive edge.
Further reading: Marketing Automation Services: 11 of the Best Tools for 2023
Get started with email marketing
Hopefully, this article has given you an in-depth answer to “What is email marketing?” and how it can benefit your business. We know there’s a lot of information here. But by taking things one step at a time, anyone can use email marketing to grow their business.
Get started today with Brevo’s Free Plan to streamline your email marketing efforts. Whatever your industry, Brevo has features and functionalities to create stunning and successful email campaigns that your contacts will love.
Try email marketing with Brevo for free
Brevo’s Free Plan includes access to all core email features, unlimited contact storage, 300 emails/day, 40+ email templates, and customizable signup forms to grow your email list.

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How to Improve 17 Top Email Marketing Metrics

How do you measure the effectiveness of email marketing campaigns? Meaningful KPIs. Here’s the complete list of email marketing metrics you should know.

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