Here are some tools that will help you track email marketing metrics and analytics.
- ESP — An Email Service Provider is your starting point for tracking email marketing metrics. On most high-quality ESPs like Mailchimp or Klaviyo, you’ll be able to quickly and easily track open rate, click-through rate, unsubscribe rate, complaint rate, bounce rate, deliverability rate, and list growth. Just having and using an ESP will allow you to track these metrics, usually without any extra setup.
- CRM — A CRM is one step further down the analytical pipe than an ESP. While a CRM won’t necessarily report specific email marketing metrics to your dashboard, it is a place where you can record information about individual subscribers, create email sequences, or collect and reference marketing data.
- Google Analytics — You’ll notice that some of the KPIs you should be tracking aren’t reported by your Email Service Provider. Instead, metrics like time-on-page or website traffic can be collected in a web analytics platform like Google Analytics. You’ll just need to install the code on your website (find out how to do that here) and then can track tons of different information about how your email subscribers and non-subscribers are interacting with your website.
- Email Marketing KPI Dashboard — This is probably a tool for advanced email marketers with a team of people, lots of moving parts, and complex data. But an email marketing KPI dashboard can help you quickly get an idea of how effective your email marketing efforts are currently: what needs improvement and what is doing well. Tools like Datorama give you a place to store all of your email marketing metrics so you can view them in one cohesive location. If you’re a beginner, though, then you probably don’t need to worry about paying for one of these dashboards.