11 Key Performance Indicators for Email Marketing

Because you can personalise your emails depending on your consumer profile, email marketing is a particularly powerful marketing tool.


There are several publications and specialists accessible online that can advise you how to create a sales email, marketing email, promotional email, or newsletter, as well as which technology to use to send these emails.


Is it, however, all about sending emails as a marketer? Is it possible to improve the topic lines? Making it mobile-friendly? Is that everything you require?


You need to know what data to measure for your emails in an age where data-driven marketing is more vital than ever. Measuring the effectiveness of your efforts is critical to their success.



What Are The Importance Of These Email Metrics In Marketing?


Every email marketing campaign has a target that must be met. You create campaigns based on your objectives; but, in order to determine whether or not you reached your objectives, you must first determine which metrics to track. Measuring the correct metrics allows you to spot any areas where your efforts might be improved, resulting in future campaigns that perform even better than the present ones.


There are several metrics to keep track of when it comes to email advertising. You’ll have stronger plans and a better grasp of the client persona if you track the proper KPIs.


In this post, I’ll show you how to measure the 11 most critical email marketing indicators. Some of these metrics must be tracked daily, while others must be tracked weekly, and some may vary depending on your campaigns.


The following are 11 key email marketing KPIs that every marketer should track:


 1. Open rate


 2. Click-through rate (CTR)


 3. Bounce rate


 4. Unsubscribe rate


 5. List growth rate


 6. Spam score


 7. Forwarding rate


 8. Engagement over time


 9. Device open rate


 10. Conversion rate


 11. Overall ROI


 1. Open Rate


This is the initial measure you should track, as well as the first degree of consumer involvement. This indicator informs you what proportion of your subscribers opened your email, as the name implies. The subject lines of your emails are crucial to raising your open rate.


The average open rate is 22.8 percent across all markets. Total openings vs. unique opens is another essential KPI to track. This will tell you how many users returned to your emails and opened them many times.


 2. CTR (Click-Through-Rate) (CTR)


The percentage of people who click on the links in your emails is known as your click-through rate (CTR). A high CTR indicates that your emails are interesting. Increase your CTR by include a call to action, a picture, or a video that is related to your content.


Unique clicks vs. unique open rate indicates how many unique users clicked on your emails’ content vs. how many unique users opened your emails. CTR is 3.5 percent on average.


 3. Bounce Rate


This indicator displays the number of emails that were not delivered to the inboxes of your subscribers. Bounces can be divided into two categories:


 • If the user’s inbox is full or their server is down, soft bounces will occur.


 • The recipient’s email address is invalid, resulting in a hard bounce.


Keeping an eye on your email list and eliminating bounced addresses will help you maintain your bounce rate low. Bounces might have a detrimental influence on the delivery of your emails. To know how many emails reach your users’ inboxes, track your deliverability (delivery rate).


 4. Unsubscribe Rate


Your unsubscribe rate is the percentage of your users that unsubscribe from your email list. The average percentage of people that unsubscribe is 0.122 percent. It’s critical to monitor this measure on a frequent basis.


If your unsubscribe rate is high, you might want to reconsider who you’re emailing and what you’re sending them. You should also keep track of subscribers vs. unsubscribers to see how your subscriber growth compares to your unsubscribes.


 5. List Growth Rate


Your list growth rate indicates how much your email list has increased over time, such as a year or a month.


You may increase your email list by giving away a free ebook or offering promotions and discounts in return for signing up.


Keep track of your unengaged subscribers, or those who are on your mailing list but never respond or receive your emails. Keeping them on your list may have an adverse effect on your delivery rates. Remove unengaged individuals from your email list as you track your list growth rate.



6. Spam Score


Every marketer should be aware of their spam email score. There are several methods available to determine your spam score based on the content of your emails, the quantity of links, the type of links, and trigger phrases. The greater your spam score, the more likely your email will be filtered as spam.


The spam rate, often known as the complaint rate, indicates how many individuals have flagged your emails as spam or trash. This occurs mostly because your emails are not relevant to them or because they perceive your emails to be excessively sales-oriented. Make it a practice to verify the spam score of your content before sending an email to lower your spam rate.


7. Forwarding Rate


Your email sharing rate is also known as your forwarding rate. This number indicates how many individuals have forwarded your emails. When someone sends your email, you’re reaching a new group of people. If you want to make it easier for others to share your emails, including a share button or social icons at the bottom.


You may also keep track of how many people share your emails by using the share button or social icons. You can figure out what material your audience finds the most engaging by watching which emails get the most shares (and shareable).


8. Engagement Over Time


Your open time indicates when your consumers are most likely to open your emails. When you combine that number with your engagement rates, you can determine the best time and day to send your emails for optimal engagement. Most marketers don’t measure this number since it’s not on their radar.


Tracking this measure is critical for understanding what your consumers anticipate from your emails (and when). Because each audience is unique, it’s critical to understand when they connect with your material rather than relying on a general optimal send time.


9. Device Open Rate


If knowing how many people have opened your emails is vital, it’s also important to know which devices they’re using to open them (mobile, tablet, or desktop). If you see that the majority of your subscribers open email on their phones, you should make sure that your emails are mobile-friendly.


You should also keep track of the email clients your users use, as well as the open rates for each. This statistic can help you create better email templates. The email client with the most openings is Gmail, which is at the top of the list.


10. Conversion Rate


Conversions and purchases are frequently confused by marketers. Every email campaign has a goal, such as getting people to read a blog, join up, fill out a form, or buy something. The percentage of people that open your email and accomplish the campaign’s goal is known as your conversion rate.


Your email content and calls-to-action should be tightly linked with your goal to increase conversion rates. This metric indicates how successful and effective your email campaigns are.


 11. Overall ROI


Your return on investment is the final key email marketing indicator to monitor (ROI). Although email may not require as much investment as social media or display advertisements, it does demand some commitment in terms of the tools you use to send email and maintain your email list, as well as the time and resources you devote to each campaign.


Your return on investment (ROI) indicates how cost-effective your email marketing initiatives are. This is a sales-oriented measure that is only useful if your goal is to sell. This measure will allow you to identify which programs are the most productive, as well as how your email marketing ROI compares to that of other marketing channels. When compared to other mediums, email marketing provides a high return on investment.