Ultimate Email Marketing Metrics

Creating a good email marketing campaign might not be the easiest thing to do, but it can get you some great results.


May 08, 2020 4 min read


Surely, it will take some time to grasp all about email marketing metrics, email optimization and all the other little details.

So, if you are eager to learn more about how to make your business flourish by tracking some of the most important metrics in your email marketing campaign, stick around.

Basics About Email Marketing Metrics

Measuring the success of your email marketing campaign is a rather complex process. First of all, determining what you want to achieve with your email marketing campaign will help you determine which metrics you should track. Do you want to grow your email subscribers database? Or, maybe you want to turn leads into customers? A quality marketing plan needs to be put in place to amplify your chances of success.

Then you can move on to optimizing your email. And in the end, you should keep in mind that tracking metrics could help you locate the potential mistakes or find out what you are doing right.

So, if you are ready to dive into the world of the basic email marketing KPIs that could help you determine how to boost your success by sending emails, here they are:

  • Email open rate, mobile open rate & domain open rate

If you are looking at the key performance indicators in your email marketings strategy, the open rate might be the first thing you can notice. In short, it indicates the number of subscribers who are opening your emails.

You can have insight into the open rate only on mobile devices by tracking the mobile open rate metric. On the other hand, we also have domain open rate that shows the rate of people opening an email via a specific provider.

  • Click-through rate, mobile click rate & domain click rate

Click-through rate is another of the top important email marketing KPIs showing how many of your subscribers actually clicked on the link in your email. When optimizing an email, one should pay attention to techniques and methods that help increase CTR, as it can show you the engagement of your subscribers.

As far as the mobile CTR is concerned, you can track those numbers separately as it might help you gather some valuable information in terms of engagement. Domain click rate shows how many subscribers clicked on a link in a certain provider.

  • Conversion rate

This might be the most important metric for most businesses, as it shows how many people from the email list clicked and completed the desired action.

If you have a webshop, this would bluntly translate in the number of people from our email list who clicked on the link in your email and ended up purchasing something from your webshop.

This will give you better insight into the return on investment or ROI. Ultimately, it will show you whether your email marketing campaign is worth the cost.

  • Bounce rate

Not many people track this one, however, it could determine whether your emails will be looked upon as spammy - which can affect your email marketing strategy immensely. The bounce rate shows how many of the people from your list didn’t get the email you sent. You can reduce email bounce rates by utilizing email verification.

You might hear of the terms such as soft bounces and hard bounces. The first one stands for minor and temporary problems with email addresses, while the second one stands for permanent issues. Tracking hard bounces could help you clear your subscriber list from fake, outdated and misspelled emails.

  • Click to open rate

The Click to Open Rate (CTOR) is a number that you get when you take the unique clicks, divide them by unique opens and multiply that number by 100. This is a less familiar email marketing metric that tells you how relevant your email content is to your readers.

  • Spam complaints

While we are talking about spammy content, it is worth mentioning this next metric - spam complaints. Ending up having your emails marked as spam is not a good thing, naturally. Eventually, if the spam complaints rate gets too high, you could be facing some serious issues such s blocking of your account.

  • Number of unsubscribes

This metric can be provided by the email provider, and it is pretty self-explanatory what it stands for. Not many email marketing specialists rely that much on this one, though. Even if there are some subscribers that might unsubscribe, that doesn’t mean that the rest of the people from your list are actively engaging -  they might just be too lazy to unsubscribe.

  • List growth rate and unsubscribe rate

Your list growth rate will show you the rate at which your subscriber list is expanding. By focusing on expanding your list, you will likely get more subscribers willing to engage - which is the end goal of many email marketing strategies. Furthermore, this metric could also help you determine how many subscribers you lost over a certain period of time.

  • Forwarding rates or email sharing rates

If you want to know what is the percentage of subscribers who shared your emails, this is the metric you should monitor. they could share it via any social networks, or forward it and it could help you track the number of subscribers sharing your content.

  • Email Sharing Rate

Similar to the previously mentioned metric, email sharing rate, allow you to track how many people shared your email on social networks. Sharing by forwarding is excluded from the numbers.

  • Engagement over time

What this metric could do for you is help you get insight into what part of the day or a week is best for you to send emails. Tracking the engagement of subscribers is a rather manual process and many specialists suggest not sending automated or scheduled emails in order to gather valuable engagement data.

  • Overall ROI

One of the most important metrics you can track is the overall ROI. By tracking these numbers you can see whether the investment in your email marketing campaign is paying off.

  • Revenue per email VS revenue per subscriber

Many people mix these two metrics, but they are not the same. The first one will show the success of each email in terms of revenue. The second one tracks the revenue per subscriber but it shows detailed demographical analysis.


  • What are the Email Metrics?

Email metrics are statistics and data based on measuring and constantly monitoring the performance of an email campaign.

  • How Do You Measure the Success of Email Marketing?

The success of email marketing could be measured via different metrics, with the user having in mind the goal of that particular email marketing campaign.

  • What is KPI in Email Marketing?

KPI stands for the key performance indicator or indicators that could help you develop an email marketing campaign and guide it into the direction you want.

There is no single most important metric you could track. You should track a variety of different metrics depending on your email marketing strategy’s goals. 

Published on May 08, 2020



Former data analyst and the head of Whatagraph blog team. A loving owner of two huskies, too.

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