Kay Peacey, an email automation and ActiveCampaign specialist, brings a refreshing perspective to email marketing. Her background in teaching shines through as she explains complex concepts in a down-to-earth way.
In this article, inspired by her appearence on That Analytics Podcast, we’ll explore common mistakes in email campaign measurement, the email marketing metrics that matter, and features that can elevate your email marketing strategy.
Kay’s approach will help you discover how tools like ActiveCampaign can make your work easier and more effective.
Kay also runs the ActiveCampaign Academy, a comprehensive resource that teaches people how to make the most of email marketing automation—all while having fun with the process. Her experience working with diverse businesses ensures her advice is grounded in real-world challenges.
The tech does the routine boring stuff for you, freeing you up to be your glorious human self and do the marvellous thing that you do.
Email marketing can feel overwhelming. With so many metrics available, it’s hard to know where to focus.
For small business marketers, solopreneurs, and boutique digital agencies, the key lies in choosing data that guides meaningful decisions. In this guide, we’ll share common pitfalls, actionable tips, and the metrics that truly make a difference.
By the end, you’ll understand why quality beats quantity when it comes to your email campaigns.
The Mistakes Most People Make
List size is not everything. Growing a list based on quantity over quality is a really bad idea.
When it comes to email marketing, many focus on the wrong metrics. Let’s face it, it’s tempting to chase numbers that look impressive but don’t actually help your business. Here are three common mistakes to avoid:
- Obsessing Over List Size: A bigger list doesn’t always mean better results. If your subscribers aren’t engaged, you’re paying for contacts who don’t add value. Instead, focus on building a list of people who genuinely want to hear from you. “List size is not everything. Growing a list based on quantity over quality is a really bad idea.” It’s okay if growth is slow—a smaller, engaged audience will always perform better.
- Fear of Unsubscribes: Seeing someone unsubscribe can sting, but it’s not the end of the world. Think of it as a natural part of maintaining a healthy list. “Unsubscribes are your friends. They’re like spring cleaning for your list—clearing space for engaged subscribers who are more likely to buy.” When someone unsubscribes, they’re making room for subscribers who are more likely to engage and convert. It’s okay to let them go.
- Overemphasising Open Rates: Opens can be misleading. Many are triggered automatically, meaning they don’t necessarily reflect genuine interest. Instead, pay attention to clicks and conversions—actions that show real engagement with your content.
What Email Marketing Metrics Actually Matter?
To get the most out of your email marketing, focus on metrics that show real engagement and drive results:
- Click-Through Rates (CTR): A click means someone found your content compelling enough to act. “Clicks are pivotal. They show real engagement, unlike opens, which can be misleading.” This metric gives you a clear picture of how well your emails are resonating with your audience.
- Engaged Contacts: Track how many of your subscribers are actively engaging with your emails. A healthy list isn’t just about size; it’s about quality and consistency.
- Site Tracking: Tools like ActiveCampaign Site Tracking let you see what subscribers do after clicking your email. For example, if someone visits your pricing page, you’ll know they’re considering a purchase. This data can guide your follow-up strategies.
How to Improve Email Deliverability
Deliverability is crucial. Even the best campaigns won’t succeed if they don’t reach your audience’s inbox. Here are some practical tips:
- Monitor Spam Reports: Check for spam complaints through tools like Google Postmaster. High complaint rates can damage your sender reputation, so it’s important to address this early.
- Remove Inactive Subscribers: Regularly clean your list to remove contacts who no longer engage. Not only will this improve deliverability, but it will also save you money on email platform fees.
Practical Tips for Small Businesses and Teams
Small businesses can achieve big results with the right strategies. Here are some tips to make your email marketing more effective:
- Create a Content Vault: Save content ideas, past social posts, and interesting articles for future use. It’s like having a reserve of inspiration for when you’re stuck.
- Use Automation Wisely: Automations can handle repetitive tasks, like welcoming new subscribers or sending follow-ups. These save you time and keep your communication consistent.
- Focus on Quality: Sending fewer, more meaningful emails can make a bigger impact than flooding inboxes with irrelevant messages. Always ask yourself, “Would I open this email?”
Tools to Take It Further
If you want to get deeper insights and save time, consider leveraging these tools:
- Site Tracking: ActiveCampaign has a cool Site Tracking feature tshows you what subscribers do after clicking an email. It’s an easy way to understand behaviour without guessing.
- UTM Tracking: Add UTM parameters to your email links to track traffic in Google Analytics. It’s a straightforward way to see where your traffic comes from and what performs best (take my UTM tracking mini-course here).
- Custom Fields: Use custom fields in your email marketing platform to track subscriber details, like sign-up dates or past purchases. This allows for more personalised campaigns that resonate better with your audience.
Although Kay recommends ActiveCampaign, these strategies can work on platforms like ConvertKit or MailerLite. Before switching tools, explore the features your current platform offers—you might be surprised at what’s possible.
Turn Metrics Into Money
The ultimate goal of email marketing is to drive results. By focusing on metrics that reflect genuine interest, you can identify what’s working and make informed changes. Think of your email list as a dynamic asset that evolves as your business grows. It’s more than just a number—it’s a direct line to your audience.
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Don’t let that put you off.
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Final Thoughts
Email marketing doesn’t have to feel like a chore. By focusing on engaged contacts, meaningful metrics, and insights that guide decisions, you can make email one of your most valuable tools. Whether you’re a small business owner, solopreneur, or part of a boutique agency, remember to measure what matters and let go of what doesn’t.
