Communication banner: the 7 KPIs to follow to measure their effectiveness

At Signitic, we know that communication banners integrated into email signatures are a very powerful marketing tool, but still too little used. When well-designed and targeted, these banners generate engagement, traffic, and conversions at scale. But to get the most out of them, you still need to know how to accurately assess their performance.

This is why we have identified for you the 7 essential key performance indicators (KPIs) to follow in order to measure and optimize the impact of your email signature banners. Learn how to analyze and interpret them to maximize the ROI of your campaigns.

Communication banner KPIs: definition

First of all, what is a communication banner KPI? It is a measurable indicator for evaluating the performance of banners integrated into email signatures. By analyzing relevant metrics such as the rate of clicks, openings, or conversions, you can determine if your banners are achieving their goals and optimize them accordingly.

Following the right KPIs will allow you to:

• Understand how your audience interacts with your banners;
• Identify areas for improvement to increase engagement;
• Measure the return on investment of your campaigns;
• Make decisions based on reliable data to optimize your future content.
  
  

In short, monitoring KPIs is essential to ensure that your banners deliver maximum value and results.

Why use a communication banner in your email signature?

Before moving on to KPIs, let's recall the advantages of communication banners in email signatures:

• Guaranteed visibility: your banners accompany all emails sent, ensuring maximum exposure;
• Ultra-targeted audience: your banners reach your most engaged contacts, those who open and read your emails;
• Qualified traffic: by clicking on your banner, contacts are directly directed to your content and offers;
• Owned media channel: your email file belongs to you, you fully control this lever, without algorithms or filters;
• Automation: once the banners are deployed, impressions and clicks are generated with each email, effortlessly.
  
  

In short, email signature banners are an extremely powerful communication channel to reach your contacts and get your key messages across in a systematic way, at a lower cost. As long as you monitor their performance to optimize them!

What are the main KPIs to follow to measure the effectiveness of your email banners?

Now let's move on to the 7 essential KPIs and how they are calculated.

Click-through rate (CTR): performance indicator for your campaigns

Formula: (Number of clicks ÷ Number of impressions) x 100

The click-through rate is the most followed KPI. It indicates the proportion of Internet users exposed to your banner who clicked on it. A high CTR shows that your message is attractive and relevant, and that it makes you want to know more. Conversely, a low CTR should alert you to a visibility or attractiveness problem.

Example: if 2,000 people saw your banner and 60 clicked, the CTR is (60 ÷ 2000) x 100 = 3%

Conversion rate: know if your target is receptive to your messages

Formula: (Number of conversions ÷ Number of clicks) x 100

This indicator assesses the proportion of people who, after clicking on your banner, perform the expected action on your site (purchase, download, registration...). It's a great way to measure the ability of your banner and landing page to turn visitors into leads/customers. The higher the rate, the more relevant your offer is.

Example: out of 300 clicks generated by your banner, 15 resulted in a download. The conversion rate is (15 ÷ 300) x 100 = 5%

Rejection rate: understand why your campaigns are not reaching their target

Formula: (Number of rejected emails ÷ Number of emails sent) x 100

The rejection rate (or bounce rate) corresponds to the percentage of emails not delivered due to an invalid address, a full box, etc. A high rate indicates a problem with the quality of your contact base and a loss of reach for your banners. You must then “clean up” your list to maximize deliverability.

Example: out of 10,000 emails sent, 250 are rejected. The rejection rate is (250 ÷ 10,000) x 100 = 2.5%

ROI calculation: was the campaign profitable?

Formula: (Profit - Email Marketing Cost) ÷ Email Marketing Cost

ROI measures the profitability of your banner campaign, by comparing the revenue generated to the costs incurred (design, management, tools, etc.). A positive ROI indicates that the gains outweigh the expenses. It is a key KPI for evaluating overall economic performance.

Example: your campaign cost €500 and generated €2,500 in sales. The ROI is (2,500 - 500) ÷ 500 = 400%

Disengagement rate

Formula: (Number of unsubscribes ÷ Number of emails delivered) x 100

This indicator reflects the proportion of recipients who unsubscribe after receiving your email. A high rate is a sign of dissatisfaction and should encourage you to review the targeting and relevance of messages to better meet the expectations of your audience.

Example: out of 8,000 emails delivered, 40 people unsubscribe. The disengagement rate is (40 ÷ 8000) x 100 = 0.5%

Deliverability rate

Formula: (Number of emails delivered ÷ Number of emails sent) x 100

This KPI measures the proportion of your emails that actually arrive in the recipients' inboxes. It's an important indicator of the quality of your mailing list and your reputation as a sender. A low rate indicates that your emails are blocked or filtered as spam.

Example: out of 10,000 emails sent, 9,500 are delivered. The deliverability rate is (9,500 ÷ 10,000) x 100 = 95%

Bounce rate: is the message delivered relevant?

Formula: (Number of single-page sessions ÷ Total number of sessions) x 100

The bounce rate represents the proportion of visitors who leave your site on the first page, without interacting. A high rate reveals a user experience problem: irrelevant landing page, too long loading time, unclear navigation... The aim is to reduce this rate to further engage your audience.

Example: out of 200 unique visitors, 120 leave the site on the first page viewed. The bounce rate is (120 ÷ 200) x 100 = 60%

Optimize your email communication banners with Signitic

As you will have understood, the meticulous monitoring of these 7 indicators is crucial to get the most out of your email banner campaigns. But to do that, you still need to have the right tools.

At Signitic, we have just developed a turnkey solution to easily create and manage your signature banners. Our platform allows you to:

• Design professional and responsive banners in a few clicks;
  
  
• Target the display of your banners very finely according to your contacts;
  
  
• Program campaigns in advance and automate their distribution;
  
  
• Access detailed reports on the performance of each banner.
  
  

With Signitic, you have all the elements in hand to monitor your KPIs, understand the results and optimize your banners. Your traffic and your conversions will only be better!

On which tools should you monitor your KPIs for your email banners?

There are various options depending on your needs and resources:

• Marketing automation tools like HubSpot or Mailchimp: tracking email metrics but not always adapted to signature banners.
  
  
• Audience analysis tools like Google Analytics: an overview of email traffic and visitor behavior, but not very accurate.
  
  
• Specialized platform like Signitic: a tool dedicated to the monitoring of signature banners, allowing complete analysis and reporting in real time.
  
  

For optimal monitoring, choose a tool adapted to the specificities of signature banners such as Signitic. You will thus be able to easily access all your key KPIs on a single interface and obtain much more reliable and usable data.

Now that you know everything about banner communication KPIs, all you have to do is take action! Create your Signitic account now and start creating compelling signature banners for your business. With our free 14-day trial, you can test the power of our solution without commitment.

So, ready to get the performance of your email campaigns off the ground? We bet that your KPIs will quickly reach new heights!