CPA (Cost per Action, billed by the number of results)
The evaluation of whether an email marketing campaign is successful mainly depends on the CPA (cost per result) value achieved by the campaign. Before the campaign starts, you need to determine the target CPA first, and when the results of the campaign come out, you need to compare the actual CPA with the target CPA to see if the target has been achieved. The data from the test results can be used to calculate how much CPM (Cost per Mille, pay per thousand impressions) is required to reach the target CPA value.
If the test campaign is not very successful (for example, you feel that the CPA value is too high), it does not mean that email marketing is not suitable for you. You can improve the corresponding plan, such as negotiating a lower price when renting a list next time. If the CPM price of a list is very low, the conversion rate requirement for this list does not need to be too high.
2. Email open rate
For email marketing campaigns in cross-border e-commerce B2C, the email open rate is usually 2%~10%. Suppose you send 1 million emails to the crowd, then 20,000 to 100,000 people will open the emails.
3. CTR (Clickthrough Rate)
For cross-border e-commerce B2C email marketing campaigns, the average CTR (click-through rate) is usually
0.5%~2%, that is, you send emails to 1 million people, of which 5,000 to 20,000 will click on the link (or CTA button) and reach the corresponding guide page.
4. CVR (Click Value Rate)
Another indicator to pay attention to is CVR (conversion rate). This indicator is calculated based on CTR (click-through rate), that is, how many people who clicked the link (or CTA button) on the email and entered the guide page made the behavioral feedback you expected them to make. A conversion rate of 15% is a good result, which means that for every 100 people who reach the guide page through email, 15 become your potential customers or make actual purchases. If your conversion rate is less than 15%, then you may want to consider changing your offer or optimizing the text on your lead generation page.