Email Metrics to Track and Measure

Email Metrics to Track and Measure

Tracking and measuring email metrics can improve the effectiveness of email marketing campaigns.


Let’s take a look at the metrics you should be paying attention to in your email marketing efforts. We’ll start with the metrics every email marketer should be tracking, and then we’ll take a look at how to tie certain metrics to your specific goals.


1. Open Rate


As the simplest email metric to track and measure, open rate is the number of users who open the email sent by an organization. This provides direct insight into the success of subject line copy as well as a better understanding of how people react or respond when receiving emails from specific senders.


2. Clickthrough Rate


Clickthrough rate is the ratio between total views of a website page, post, or element and unique clicks on a specific link, advertisement, or other online content. This provides direct insight into how many users on your contact list are interested or have engaged with your brand/business offers.


3. Conversion Rate


Conversion rate is the percentage of website guests who complete a specific action or desired goal e.g. filling out a form, submitting a question, booking an appointment, or purchasing a product. A high conversion rate is indicative of impressive marketing strategy: it means the website has products/services that are truly irresistible for target consumers.


4. Bounce Rate


Bounce rate is the percentage of website visitors who leave a webpage without any additional interaction or involvement e.g. filling out a form, submitting a question, booking an appointment, or purchasing a product.


A “normal” bounce rate depends on the business offerings, industry trends and competition, and type of target audience, among other factors. A high bounce rate is indicative of issues or errors on specific pages such as slow load speed. On the other hand, a low bounce rate means all web elements are working correctly and meeting users’ needs and expectations.


5. List Growth Rate


List growth rate shows how fast or slow an email list is growing. It also keeps tabs on other factors affecting list growth and loss which enables an organization to determine how to retain its existing client base, extend reach to other demographics, and position itself as an industry thought leader and expert.


6. Forwarding Rate


Also known as email sharing. Forwarding rate is the percentage of recipients that forward messages to another user, share on social media, or recommend to others. This is an important email metric to track and measure because it is one of the guaranteed ways to generate new contacts or to follow up on warm leads.


7. Number of Unsubscribes


This email metric is very simple to track and measure. Though a high number of unsubscribes can be discouraging, this can be a great opportunity for email marketers to fine-tune existing subscriber lists and devote more effort and resources to those who choose to stay.


8. Spam Complaints


Like unsubscribes, it can be disheartening when emails get flagged as spam. Pay attention to spam complaints because this can be a way to improve copywriting efforts, address technical errors, and maximize email deliverability.


9. Engagement Over Time


This email metric utilizes data on customer behavior or trigger to determine the best schedule to send out emails to specific group in current subscription list. Improving engagement over time can increase the possibility of bringing subscribers to the website where they can engage with the brand and complete the buyer’s cycle.


10. Overall ROI


This refers to overall return of investment for email campaigns or email marketing strategies of an organization. This provides direct insight on specific messages, content, or advertisements that contributed to improved lead generation or actual revenue.


The effectiveness of email marketing campaigns reflects the success of the overall marketing strategy of an organization. Would you like to access the best email marketing metric for tracking? Get started today.