Welcome to the Metric of the Week. This week we’ll be discussing ‘Sales Per Email.’
What is the metric?
This metric is the number of sales (or leads, which would be ‘Leads Per Email’) you generate from the emails you send to current and/or prospective customers.
Why should you care?
Email is one of the most cost-effective marketing tools, and when done correctly, can dramatically increase your sales and profits.
What does it look like?
The chart below shows key metrics for every email you send, including opens, click-through rate, unsubscribe rate and revenues generated.
How can you positively affect this metric?
To massively increase your profits from emails, figure out your “email formula.” To do this, review your 5 latest (within the past 365 days) emails that received the highest unsubscribe rate. Determine what you think caused people to unsubscribe and stop sending emails like them.
Next, review the 5 emails that received the most opens, clicks, and leads/revenues. Figure out why these emails resonated with your subscribers and send more like them.
By reviewing your email results and determining your “email formula,” it’s simple to increase your Sales Per Email and/or Leads Per Email.