Hey there, wellness warriors! Ready to dive into the world of email marketing metrics? Awesome, because we’re about to unpack the numbers that can take your wellness product business from good to great. Don’t worry if you’re not a math whiz – I promise we’ll make this as painless as a gentle yoga session.

I remember working with Lisa, who ran a small essential oils business. She was sending out regular emails but had no clue if they were actually working. “I’m just shooting in the dark here,” she told me over a cup of chamomile tea. Fast forward six months, and with the right metrics guiding her strategy, her email-driven sales had tripled. But I’m getting ahead of myself – let’s start from the beginning, shall we?

Why Email Marketing Metrics Matter for Wellness Businesses

Before we dive into the specific metrics, let’s talk about why they’re so crucial for your wellness product business. Think of these metrics as the vital signs of your email marketing efforts. Just like you’d check your heart rate or blood pressure to gauge your physical health, these metrics give you insight into the health of your email campaigns.

Email marketing metrics help you:

• Understand what resonates with your audience
• Identify areas for improvement
• Justify your marketing spend
• Make data-driven decisions
• Increase your ROI (Return on Investment)

Now, let’s break down the key metrics you should be tracking and how to use them to boost your wellness product business.

1. Open Rate: Are Your Emails Being Seen?

Open rate is like the first impression of your email. It tells you what percentage of your subscribers are actually opening your emails. A low open rate might mean your subject lines need work, or you’re not sending at the right time.

How to calculate: (Number of opens ÷ Number of emails delivered) x 100

What’s a good open rate? For the health and wellness industry, an average open rate is around 20-25%. But don’t get too hung up on industry averages – focus on improving your own numbers over time.

I worked with Tom, who sold organic supplements. His open rates were hovering around 15%. We experimented with different subject lines, focusing on the benefits of his products rather than just describing them. Within a month, his open rates jumped to 28%!

Pro tip: Use A/B testing on your subject lines to see what resonates best with your audience. Try personalizing subject lines with the recipient’s name or location for an extra boost.

2. Click-Through Rate (CTR): Are Your Emails Engaging?

Click-through rate measures how many people are actually clicking on the links in your emails. This is crucial because it shows whether your content is compelling enough to make readers take action.

How to calculate: (Number of clicks ÷ Number of emails delivered) x 100

What’s a good CTR? The average for the wellness industry is around 2-3%, but again, focus on improving your own numbers.

Sarah, who ran a yoga accessories business, was struggling with a 1% CTR. We revamped her email design, making her call-to-action buttons more prominent and adding enticing product images. Her CTR doubled in just two weeks!

Pro tip: Make sure your most important links appear “above the fold” – visible without scrolling. Use clear, action-oriented language for your CTAs (Call-to-Action) like “Shop Now” or “Get Your Free Guide.”

3. Conversion Rate: Are Your Emails Driving Action?

Conversion rate is the holy grail of email metrics. It tells you what percentage of email recipients took the desired action – whether that’s making a purchase, signing up for a webinar, or downloading a wellness guide.

How to calculate: (Number of conversions ÷ Number of emails delivered) x 100

What’s a good conversion rate? This can vary widely depending on your goals, but anything above 1% is generally considered good for e-commerce emails.

Mike, who sold natural skincare products, had a conversion rate of 0.5%. We created a sense of urgency in his emails with limited-time offers and showcased customer testimonials. His conversion rate jumped to 1.8% within three months!

Pro tip: Segment your email list and send targeted offers to different groups. Someone interested in anti-aging products might not be as interested in acne treatments.

4. Bounce Rate: Are Your Emails Reaching Their Destination?

Bounce rate tells you what percentage of your emails aren’t being delivered. There are two types of bounces:

– Soft bounces: Temporary problems, like a full inbox

– Hard bounces: Permanent issues, like an invalid email address

How to calculate: (Number of bounced emails ÷ Number of emails sent) x 100

What’s a good bounce rate? Aim for less than 2%. A high bounce rate can hurt your sender reputation and affect your deliverability.

Lisa, the essential oils business owner I mentioned earlier, had a bounce rate of 5%. We cleaned up her email list, removing invalid addresses and implementing a double opt-in process for new subscribers. Her bounce rate dropped to 1.5%, improving her overall deliverability.

Pro tip: Regularly clean your email list by removing hard bounces and inactive subscribers. It might hurt to see your list size decrease, but a smaller, engaged list is much more valuable than a large, unresponsive one.

5. Unsubscribe Rate: Are You Keeping Your Audience Interested?

Unsubscribe rate shows you how many people are opting out of your emails. While it’s normal to have some unsubscribes, a high rate might indicate that your content isn’t resonating with your audience.

How to calculate: (Number of unsubscribes ÷ Number of emails delivered) x 100

What’s a good unsubscribe rate? Aim for less than 0.5% per email. If you’re seeing higher rates, it’s time to reassess your email strategy.

I worked with Rachel, who sold fitness equipment. Her unsubscribe rate was creeping up to 1% per email. We surveyed her subscribers to understand what content they wanted, then tailored her emails accordingly. Her unsubscribe rate dropped to 0.3%, and engagement increased across the board.

Pro tip: Make it easy for subscribers to update their preferences instead of unsubscribing altogether. Offer options for email frequency or content types.

6. List Growth Rate: Is Your Audience Growing?

List growth rate measures how quickly your email list is growing. A healthy email list should be constantly growing to offset natural attrition from unsubscribes and bounces.

How to calculate: [(Number of new subscribers – Number of unsubscribes and bounces) ÷ Total number of email addresses on your list] x 100

What’s a good list growth rate? Aim for a positive growth rate – even 1-2% monthly growth is good.

Tom, the supplement seller, was seeing a stagnant list growth. We implemented a pop-up on his website offering a free “Superfoods Guide” in exchange for email sign-ups. His list started growing by 3% month-over-month!

Pro tip: Use multiple lead magnets tailored to different segments of your audience. A “Beginner’s Guide to Essential Oils” might attract different people than a “10-Day Detox Meal Plan.”

7. Email Sharing/Forwarding Rate: Are Your Emails Shareable?

This metric tells you how often your subscribers are sharing your emails or forwarding them to friends. It’s a great indicator of how valuable and interesting your content is.

How to calculate: (Number of clicks on share/forward button ÷ Number of emails delivered) x 100

What’s a good sharing rate? Any sharing is good! Even a 0.1% sharing rate can significantly extend your reach.

Sarah, the yoga accessories business owner, started including a “Share This Deal” button in her emails. She was surprised to see a 0.5% sharing rate, which brought in a steady stream of new subscribers and customers.

Pro tip: Include social sharing buttons in your emails, and occasionally directly ask your subscribers to forward your email to a friend who might be interested.

8. Revenue Per Email: What’s the Bottom Line?

At the end of the day, you’re running a business, and you need to know if your email marketing efforts are contributing to your bottom line. Revenue per email helps you understand the monetary value of each email you send.

How to calculate: Total revenue generated from an email ÷ Number of emails delivered

What’s a good revenue per email? This varies widely depending on your products and pricing, but the key is to see this number increasing over time.

Mike, the skincare product seller, started tracking his revenue per email and realized his weekly newsletter was generating an average of $0.50 per email sent. We optimized his product showcases and implemented abandoned cart emails, increasing his revenue per email to $1.20!

Pro tip: Use this metric to A/B test different email strategies. Try varying your product mix, offer types, or email designs to see what generates the most revenue.

9. Mobile Open Rate: Are You Mobile-Friendly?

With more people checking email on their phones than ever before, it’s crucial to know what percentage of your subscribers are opening your emails on mobile devices.

How to calculate: (Number of opens on mobile devices ÷ Total number of opens) x 100

What’s a good mobile open rate? The average is around 50%, but this can vary by industry and audience.

Lisa, our essential oils entrepreneur, discovered that 65% of her opens were on mobile. We redesigned her emails to be more mobile-friendly, with larger fonts and touch-friendly buttons. Her overall click-through rate improved by 25% as a result!

Pro tip: Always test your emails on multiple devices before sending. What looks great on desktop might not work well on a small phone screen.

10. Return on Investment (ROI): Is Your Email Marketing Worth It?

ROI is the big picture metric that tells you whether your email marketing efforts are paying off. It compares the money you’re spending on email marketing to the revenue it’s generating.

How to calculate: [(Revenue generated from email marketing – Cost of email marketing) ÷ Cost of email marketing] x 100

What’s a good ROI? Email marketing generally has a high ROI compared to other marketing channels. The Direct Marketing Association suggests an average of 38:1, meaning $38 earned for every $1 spent.

Rachel, the fitness equipment seller, calculated her email marketing ROI and found it was 20:1. While this was good, we knew we could do better. By implementing the strategies we’ve discussed, she saw her ROI climb to 45:1 within six months!

Pro tip: Don’t forget to factor in all costs, including any tools or services you use for email marketing, as well as the time you or your team spends on email campaigns.

11. Engagement Over Time: Are You Keeping Subscribers Interested?

This isn’t a single metric, but rather a way of looking at how your key metrics (like open rates and click-through rates) change over the lifetime of a subscriber. It can help you identify at what point subscribers tend to lose interest and allow you to take action to re-engage them.

Tom noticed that his subscribers’ engagement tended to drop off after about 3 months. We created a special “We Miss You” campaign for subscribers who hadn’t opened an email in 60 days, offering a special discount. This campaign re-engaged 15% of inactive subscribers!

Pro tip: Set up automated re-engagement campaigns to catch subscribers before they become inactive.

12. List Segmentation Performance: Is Your Targeting Effective?

If you’re segmenting your list (and you should be!), it’s important to track how different segments perform. This can help you refine your segmentation strategy and ensure you’re sending the most relevant content to each group.

Sarah segmented her list based on the types of yoga products customers had previously purchased. She found that emails sent to these segments had a 50% higher click-through rate than her non-segmented emails.

Pro tip: Start with basic segmentation (like purchase history or engagement level) and get more sophisticated as you gather more data about your subscribers.

 Your Roadmap to Email Marketing Success

Alright, wellness product entrepreneurs, let’s recap our key email marketing metrics:

1. Open Rate
2. Click-Through Rate (CTR)
3. Conversion Rate
4. Bounce Rate
5. Unsubscribe Rate
6. List Growth Rate
7. Email Sharing/Forwarding Rate
8. Revenue Per Email
9. Mobile Open Rate
10. Return on Investment (ROI)
11. Engagement Over Time
12. List Segmentation Performance

Remember, these metrics aren’t just numbers – they’re insights into your customers’ behavior and preferences. Use them to continually refine and improve your email marketing strategy.

Start by focusing on a few key metrics that align with your current business goals. If you’re just starting out, you might want to focus on list growth rate and open rates. If you’re looking to boost sales, pay more attention to conversion rates and revenue per email.

Don’t get discouraged if your numbers aren’t where you want them to be right away. Email marketing is a journey, not a destination. It’s all about continuous improvement. Test, learn, adjust, and test again.

And most importantly, always keep your subscribers’ needs and preferences at the forefront. The best email metrics in the world don’t mean much if your customers aren’t finding value in your emails. Use these metrics as a guide to help you serve your audience better, provide more value, and ultimately, grow your wellness product business.

Remember Lisa, our essential oils entrepreneur? By focusing on these metrics and continuously improving her strategy, she not only tripled her email-driven sales but also built a loyal community of wellness enthusiasts who eagerly awaited her emails.

So, are you ready to harness the power of email marketing metrics for your wellness product business? Your path to more engaged subscribers and increased sales starts now. Let’s get measuring!