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Top 10 Email Marketing Metrics & KPI’s


Email marketing is a powerful tool that can help businesses achieve a variety of objectives, including increasing sales, building customer loyalty, and improving communication with customers. When used effectively, email marketing can be an extremely effective way to reach out to customers and promote your business. It’s vital that you track the performance of the email campaigns accura

There are a number of Email marketing metrics and KPIs that you should be tracking to gauge your campaigns’ success. We’ll begin by examining the key email marketing metrics all the marketers should be monitoring, and then we’ll explore how certain metrics can be linked to your particular objectives.

  1. Open Rate
  2. Bounce Rate
  3. Clickthrough Rate
  4. Conversion Rate
  5. Unsubscribe Rate
  6. Spam complaints
  7. Email Sharing/Forwarding Rate
  8. Overall ROI

1. Open Rate

Open rate is the percentage of people who opened your emails. A high open rate means that people are interested in the content of the email and are more likely to engage with it.

How to improve the open rate?

There are a number of ways to improve the open rate.

  • Make sure that the subject line is interesting and catches the reader’s attention.
  • Keep the subject line short and to the point.
  • Make sure that the sender’s name is recognizable.
  • Use personlisation Tag
  • Use smileys to make

2. Bounce Rate

Bounce rate is a metric that helps to measure the percentage of undeliverable email messages. A high bounce rate indicates that your email campaign is not reaching its intended audience or that your messages are not being delivered properly.

How to reduce the bounce rate in an email campaign?

  • Make sure your email list is up to date and accurate. Remove any invalid or inactive email addresses before sending your campaign.
  • Test your email before you send it. Send a test email to yourself or others to ensure everything looks good, and the links work.
  • Include a clear call to action in your email. Tell recipients what you want them to do, such as click on a link or visit your website.
  • Make sure your email content is relevant and interesting. If recipients are not interested in what you have to say, they’re less likely to take action.

6. Spam complaints

The number of spam complaints received in an email marketing campaign can vary depending on the type of campaign and the target audience. However, if a significant number of recipients mark your email as spam, it can result in your account being suspended or even blacklisted. To avoid this, be sure to follow best practices for email marketing, including using a double opt-in list and avoiding purchasing lists of email addresses.

Ways to reduce spam complaints? 

There are a few things you can do to reduce spam complaints in your email marketing:

  1. Make sure you have permission from the recipient before sending them any emails.
  2. Send relevant and targeted content that the recipient is likely to find interesting.
  3. Include an easy way for recipients to unsubscribe from your emails if they no longer wish to receive them.
  4. Monitor your spam complaint rate and take action if it starts to increase.

7. Clickthrough Rate

Clickthrough rate (CTR) is a measure of how successful an email marketing campaign is. It is the percentage of people who click on a link in an email and are taken to the destination page. A high CTR means that people are interested in what you are offering and are more likely to buy from you.

How to increase the clickthrough rate?

  • Make sure your subject line is attention-grabbing and relevant to the content of your email.
  • Keep your email content concise and to the point. Include a clear call to action.
  • Use engaging visuals in your emails, such as images, infographics, or videos.
  • Segment your email list so that you can send more targeted and relevant emails to each group.
  • Test different versions of your email to see what works best with your audience.

8. Conversion Rate

Conversion rate is the percentage of email recipients who take the desired action, such as clicking a link or making a purchase, in response to an email campaign. A high conversion rate is the goal of any email marketing campaign, as it indicates that a large number of people are responding positively to the message. Several factors can influence conversion rate, including the quality of the email content, the relevance of the offer to the recipient, and the timing of the campaign. By carefully considering these factors, marketers can increase their chances of achieving a high conversion rate.

Unsubscribe Rate

The unsubscribe rate in email marketing campaigns is the percentage of recipients who click on the unsubscribe link in an email. It can be used to measure its effectiveness. A high unsubscribe rate may indicate that the campaign is irrelevant to the recipients or is being sent too frequently.

Reference: EQM, Myg, Rava, betterlyf