Email service providers (ESPs) grant marketers access to an overwhelming abundance of subscriber behavior data. Far from email's earliest days, when bounce rates, opens, clicks, and conversions were all the results data you could hope for, marketers today can find out exactly which device their audience is opening on, how they found their website, and other detailed information about their conversion from visitor to customer.
Undoubtedly, this data deluge is useful in measuring campaign performance and optimizing your message. But sometimes, all that data can get in the way of the metrics that really matter. When it comes down to it, the metrics that yield the best insight into subscriber behavior are the three classic metrics marketers have always relied on: opens, clicks, and conversions.
Open Rates and Ratios
While the total open rate is an important metric, the ratio of unique-to-total opens gives more insight into physician behavior. A high ratio of unique-to-total opens indicates today’s common healthcare professional (HCP) mobile behavior of opening and skimming an email on a mobile device and then interacting with it again later on a desktop or other device.
Additionally, ESPs can track opens by devices, which can help guide the creative process for optimal rendering. As technology continues to progress at lightning speeds, email’s strength as a flexible communication channel will continue to allow it to thrive. Since data has shown that mobile use is dominant among HCPs, email best practices have seamlessly evolved to incorporate mobile-optimized email content as one of its core principles.
As with opens, the ratio of total clicks to unique clicks yields valuable insight into HCP email behavior, especially as they move across various devices. However, click-throughs don't measure interactions on mobile, so the tap-through rate is quickly gaining significance as the metric to watch. Since most HCP emails are opened on a mobile device, the tap-through rate is an essential indicator of engagement.
If your open rates remain steady but your clicks and taps are low, it might suggest your content, offer, or call to action need improvement. High mobile opens and low tap-throughs can also indicate that your email isn’t rendering well on a mobile device.
Conversions are the ultimate goal of any marketing campaign. In the past, this metric had a cloudy reputation, but today's email analytics make it easy for HCP marketers to track the actions taken as a result of a particular email. These actions include downloading an asset, requesting a sample, participating in a webinar, etc.
The adjusted conversion rate (i.e., the number of conversions divided by the number of clicks or taps) may prove to be an even more valuable metric, as a low adjusted conversion rate suggests weaknesses in your CTA, landing page, or mobile navigation.
In the end, advanced data collection and analytics offer insight into HCP behavior, but nothing can replace the classic metrics that truly determine campaign success. Opens, opens by device, clicks,, taps, and conversions are the benchmarks that lead to tomorrow’s improved ROI.