Email marketing statistics and analytics capabilities aren’t new. They’ve been around for a few years. Today, the challenge is no longer found in determining how to collect the data, but on its interpretation—and on using it to inform the way your company does business.

Bounce Rate
A website’s bounce rate is the number of visitors that land on a page but never take the all-important second step to another page of the same website. Bounces usually take place when customers who have been directed to your website through targeted email campaigns click through to a desired url, but go no further. If email marketing statistics tell you that you have a high bounce rate, you might want to consider a re-design of your website’s landing page. You could be making a bad first impression.

Exit Rate
Your exit rate is determined by the amount of traffic that leaves on a specific page. For example, you could have a low bounce rate as the result of an attractive landing page, but a high exit rate on your pricing page. This should give you an indication of where you’re losing your customers, which should help you identify the “why?” If the moment they see your prices they’re goners, it means your rates are scaring away the business.

Determining your bounce and hit rates are helpful in tweaking not only your website’s appearance, but nearly every aspect of your business—from products and services offered, to pricing. The information is invaluable and should be closely scrutinized by businesses interested in improving their online success rates.