Email Marketing Metrics and KPIs You Need to Check.

When you’re busy running marketing campaigns, it’s easy to get caught up in email marketing metrics that don’t truly reflect their success.

While metrics like open rates and click-through rates are important, you should also track several other key performance indicators (KPIs) to better understand your email campaign’s effectiveness.

This lets you make better, data-driven decisions to optimize your campaigns and drive better results.

In this post, lets explore essential email marketing metrics and KPIs every marketer should watch.

  1. Open Rate:  The open rate is one of the most commonly tracked email metrics, and for good reason. It tells you how many subscribers are opening and engaging with your emails.To calculate your open rate, divide the number of emails opened by the number of emails delivered (excluding bounces).While open rates can be a helpful KPI, it’s important to remember that they don’t tell the whole story.

    Factors like image blocking and email client settings can impact the accuracy of the open rates.

  2. Click-Through Rate (CTR):  The click-through rate measures how many of your email recipients clicked on one or more links within your message.To calculate CTR, divide the number of unique clicks by the number of emails delivered.CTR is a valuable metric because it indicates how effectively your email content resonates with your audience and drives them to take a desired action, such as visiting your website or purchasing something.

    A high CTR suggests that your subject lines, copy, and calls-to-action work together to engage your subscribers.

  3. Conversion Rate:  The conversion rate is the percentage of email recipients who completed a desired action, such as making a purchase, signing up for a webinar, or downloading a file.To calculate the conversion rate, divide the number of conversions by the number of emails delivered.Conversion rate is one of the most important email metrics, as it directly ties your email marketing efforts to tangible business results.

    By tracking conversions, you can assess which email campaigns are most effective at driving your desired actions.

  4. Bounce Rate:  The bounce rate is the percentage of emails that couldn’t be successfully delivered to the recipient’s inbox. There are two types of bounces:Hard bounces: These are caused by invalid or non-existent email addresses, which should be removed from your list.
    Soft bounces: Temporary delivery failures, often due to a full inbox or server issue.
    Keeping a close eye on your bounce rate can help you maintain a clean, healthy email list and avoid deliverability issues that could harm your sender’s reputation.
  5. Unsubscribe Rate:  The unsubscribe rate is the percentage of recipients who opt out of your email list after receiving a message.A high unsubscribe rate can signal that your content no longer resonates with your audience or that you’re sending too many emails. Monitor your unsubscribe rate and try to understand the reasons behind it.You can even offer an ‘exit survey’ to understand why people choose to leave your list and get feedback from your users.
  6. Spam Complaint Rate:  The spam complaint rate measures the percentage of recipients who mark your emails as spam.This is an important metric to track, as a high spam complaint rate can negatively impact your email deliverability and sender reputation.If you notice a spike in spam complaints, look back and evaluate your email content, email list, and sending practices to identify and address any issues.
  7. Click-to-Open Rate (CTOR):  The click-to-open rate (CTOR) is the percentage of email recipients who click on a link after opening your message.This metric provides valuable insight into the relevance and engagement of your email content by comparing the number of unique clicks to unique opens.A high CTOR suggests that your subject lines effectively get people to open your emails and that your content is compelling enough to drive click-throughs.

    A low CTOR may indicate that your subject lines are misleading or that your content is not meeting your subscribers’ expectations.

  8. List Growth Rate:  The list growth rate measures how your email list expands over time.To calculate it, divide the number of new subscribers by the total number of subscribers and then multiply by 100.Maintaining a healthy list growth rate is crucial for the long-term success of your email marketing efforts.

    Monitor this metric closely and adjust your lead generation strategies as needed to ensure a steady income of new, engaged subscribers.

  9. Revenue per Email:  The revenue per email metric tracks the average revenue generated by each email you send.To calculate it, divide the total revenue generated by your email campaigns by the number of emails sent.This metric clearly indicates the financial impact of your email marketing efforts.

    By understanding your revenue per email, you can make more informed decisions about your email strategy, content, and audience targeting.

What are good stats for email marketing?

Good stats for email marketing typically include open rates above 20%, click-through rates around 2.5%, and conversion rates that meet or exceed industry benchmarks, reflecting successful engagement and profitability.