Diving Deep
Into Low KPIs:
What They
Tell You And
How to Respond

July 18, 2023
Data is the backbone of successful email marketing campaigns and automation. It's influencing decisions, confirming strategies, adjusting messages, and perfecting segmentation. Yet, measuring success isn't always straightforward. But how do you measure if your efforts have been successful? By looking at Key Performance Indicators (KPIs).

In this blog post, we'll be focusing on a particular scenario: when your KPIs underperform. You'll learn what low KPIs mean and what you should do to improve them.

If you and your brand are new to email marketing or you're only looking for ideas, read on!
Understanding Low KPIs Dilemma

When your KPI report shows low figures, it's time to identify potential problems in your email marketing strategy.

You should pay special attention to these KPIs:

  • Open Rates
  • Click-Through Rates
  • Conversion Rates

Why are these KPIs so important? Each of them provides a unique perspective on how your audience is interacting with your emails and how effectively your content is driving them toward your ultimate goal: conversion.

While each KPI has its distinct value, the interaction between them is equally important. For example, a high open rate paired with a low click-through rate could signal that while your subject lines are effective at drawing in readers, your email content may not be interesting enough to stimulate further action. Or, if you're experiencing high click-through rates but low conversion rates, this may say that your offer isn't meeting the expectations set by your content.
Open Rates

When examining open rates remember that your subject lines and preheaders are your first point of contact with your audience. Thus, lower open rates could be raising a red flag for them. Why? Don't forget that subject lines are the first thing your audience sees. Their primary function is to pique curiosity and convey the value of opening the email.

In this case, they might not be tempting enough to capture the attention of your audience. Or they could be missing the mark in communicating the core value of your email.
Source: Waka Coffee
Also, the issue of low open rates could extend to your content creation process. If your content isn't striking a chord with your audience, your open rates will suffer.

What should you do in this case? Well, you need to try experimenting with different tones, lengths, and types of content. These different types of content could be questions, statements, or discount/promotion offers.
Click-Through Rates

Next in order are low click-through rates. Their drop suggests your Call-to-Action (CTA) elements are not interesting enough to your audience. Or your email content isn't compelling enough to prompt the desired action. Whether it's the CTA placement, color, text, or the context around it, each aspect plays a significant role in urging your audience to take the next step.

Low click-through rates might also suggest problems with email formatting and layout. If your emails are hard to navigate or don't display correctly on different devices, users may not be able to interact with your CTAs as expected.

This issue could also extend to the visual elements in your emails. Uninspiring designs or poor-quality images can deter click and engagement. This means your email content isn't compelling enough to prompt the desired action.

What should you do in this case? You should examine your email copy and CTAs for clarity, relevance, and excitement. First, try varying the position of your CTAs within the email. Then, adjust their design to make them more attention-grabbing. Or, lastly, you can try A/B testing different CTAs and email content. This can help you identify what prompts more clicks.
Conversion Rates

Finally, our question to you is: Do you experience a drastic decline in conversion rates? Low conversion rates signal a problem beyond the email - usually at the landing page stage. Or, there are issues with your email marketing funnel on the whole. There may be gaps in the journey from opening the email to completing a purchase.

Why is this the case? Well, there might be several reasons:

  • Users might find the user experience lacking
  • The offers are not enticing enough, or
  • There might be a disconnect between the email content and the landing page

This type of mismatch is leading to confusion or disappointment in your audience.

What should you do to improve this KPI? First of all, carefully examine the landing page that your emails are directing people to. Make sure that the message displayed on the landing page aligns with the content of your email. Then, experiment with different design elements and layout structures. Why? The design, ease of navigation, and load time are factors that can directly impact conversions.

Also, pay attention to your offer. Is it compelling enough for your audience? If your offers are not resonating with your audience, it's time to revise them. Try introducing different types of offers, such as discounts, limited-time deals, or exclusive content. A/B testing different offers can provide insights into what motivates your audience to convert.

Lastly, consider your checkout process if your email strategy focuses on direct sales. A complicated or lengthy checkout process can put off potential customers, leading to abandoned carts and lower conversion rates. Simplify and streamline your checkout process as much as possible. Put in place features like guest checkout, save for later, or several payment options to offer convenience to your customers.

It's important to keep in mind that increasing conversion rates include continuous testing and analysis. What works for one brand might not work for another. That's why it's crucial to understand your audience and tailor your strategies accordingly. And to do this we suggest custom metrics reports.

Identifying these problems is the first step toward strengthening your email marketing strategy. But also, make sure you learn how to interpret these important KPIs in your metrics reports.

Remember, understanding and responding to low KPIs is a continuous process of learning and tweaking. With regular experimentation and analysis, you will start noticing improvements in your KPIs.

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