Email Marketing Analytics: Metrics & KPIs To Track

Email marketing is an important aspect of business, regardless of which scale your business is.  Understanding email marketing analytics can help you in knowing the performance and ensure growth in the future. 

It gives the power to predict the performance of email before you send it to the campaign. To help you understand how you can start and what t metrics are the most, here is an ultimate guide for you.


Why Are Email Marketing Analytics Needed? 

Email analytics is a method of tracking the interaction of subscribers with the email campaign. 

Based on this, you gather as well as analyze the data for the email campaigns with the help of bulk email providers as well as google analytics.

Well, to understand how you can start, it’s important that you should know why it’s needed in the first place.

Here are the reasons why it’s needed that your email marketing needs analytics. 

benefit for having email marketing analytics

Understand What Actually Makes Sense 

After launching the email campaign, you need to monitor the KPIs. In email marketing, you can put the effort and time into understanding what your email campaign needs. 

It helps you understand what is actually worth your attention and changes. It’s also email marketing measurement can help in making what actually sense,

Email marketing analytics allows you to understand what is going in your favor and what is not in the email strategy. Here you will find out : 

  • What email campaign is working best for your business?
  • What do you need to avoid when you are planning your next campaign?
  • What is helping you in getting close to your business objectives? 
  • What is email marketing worth your investment?

A deep look into your email KPIs can help you in getting information and tell you if you are on the right track or if you need the changes. 

Learn More About The Contacts 

Email marketing data can be informative; it can be helpful right away and help in getting much more detail regarding your campaign.

Well, your contacts are different; they have different interests and expectations. 

When you are not keeping attention to email campaigns and their metrics, you might end up taking it not understanding the audience. 

This can cause the sad ending of where your email is landing, especially when it’s not interesting, and eventually unsubscribe in the end.

See What Working Is And What Is Not 

If you are not looking at the analytics of your email after each campaign, you are at risk of wasting resources and time. 

The risk is you are investing the money, time, and effort into something when you are not sure if it’s going to work for you or not. 

When you are maintaining a routine of analyzing the email KPI, it will help you in telling about : 

  • What are you sending in the campaign? 
  • What campaign do you need to stop doing? 

Eventually, it can help you in using the resources on the campaign that are actually helping.  So you know how many hours of work to put in and how it can help you in benefiting the business. 

Check your KPI, review it on a regular basis and make it a mandatory part of email marketing.

What Are The Email Marketing Analytics Metrics?

Email marketing is an essential channel, email metrics or KPIs help in measuring the success of the campaign. 

Having the email marketing tool can help in calculating and tracking scores; it’s an invaluable tool for making your email marketing campaign effective. 

Well, email marketing metrics are divided into what is important. Here is a divided up on key metrics divided into different categories, such as : 

Have a look at 20 Email Marketing Metrics

Metrics Of Email Campaign 

When you are putting the campaign together, the contact list is important in order to meet goals; here is how it can help. 

Unsubscribe Rate 

The unrevivable rate is the percentage of your email recipients who are unsubscribed from the list after you have sent the email. 

When your reader is unsubscribed, there is no easy way of getting them back. You might just have lost effective contact, lost the opportunity which leads to the customer or nurture relationships. 

How To Improve – 

  • Include a change in preferences in your link; there are chances that they want some email but want to change the frequency or topic.
  • Send the targeted email much more; this helps in receiving emails that directly speak to them; also, consider the segmentation to make it effective.
  • Make an email list with much more hygiene and make it a priority.

List Growth Rate 

The list growth rate is for measuring how many subscribers have gone up or down over the period of time. 

You want to monitor the list growth rate for ordering and review how successful your lead capture campaigns are going. 

Contact lists will decay naturally; according to Hubspot, they say that subscribers will go 22.5% each year; this means that you need to keep your attention on the list of health and carry out the data cleaning on a daily basis. 

How To Improve – 

  • Track the list of decay; if you see the list is going to decay then grow, it means you have to be proactive about the track and understand where the problem is.
  • Use lead capture campaigns to increase the subscriber number; try getting some of the downloaded content and most visited online content.

Metrics For Email Marketing Engagement 

Email engagement is helpful in knowing about contact when it’s a particular email. It helps you in measuring how your audience is going to respond to it as well as engage with your content. 

Click-Through Rate

Click-through rate or CTR measures know about how many times the contact is clicking on a link within an email. It helps you in measuring total clicks over the number of your delivered emails. 

With the click-through rates, you get an understanding of the actions your customers are taking. This is even more important than open rates. 

How To Improve 

  • Varying the methods by clicking on your email. 
  • Add the buttons, hyperlinked text, or images; this can help encourage people to take more action or click on an email. 
  • To find out what your advice prefers, you can also run an A/B test; this can help in knowing which type of link is providing a click-through rate increase. 

Sharing And Forwarding 

Sharing metrics helps in measuring the rates of contacts forwarded to the email or clicking the sharing button that comes in your email. 

Sharing an email can help in taking a step forward than engaging; it shows that not just the recipient is engaged with content but also wants others to know about it. 

How To Improve

  • Make sure your emails are straightforward. 
  • Pick a single topic that is easier to share and doesn’t need additional context. 
  • Keep the content easy to read and share, so the reader can share it easily within one click. 

Email Open Rate 

Email open rate is a helpful metric in measuring the rate of people who are opening the email after receiving it. 

Getting them to open the email is what it takes to create a connection with your message. If they are not opening the email, the whole purpose dies down. 

Depending on the industry, the average open rate for email marketing is 15 to 29%, according to Mailchimp. 

How To Improve : 

  • Strong subject lines are the key, as it’s the first thing your recipient will notice. 
  • Consider using compelling and something that attracted their attention with using a few words. 
  • Try sending different times or days, you can get which one works for you, and you get more open rates. 
  • For this, you can also try using A/B testing to see which approach works best. 

Metrics To Know Email Performance 

Email performance is checked by using the metrics, which helps in ensuring the celebrity of the email. This means the number of people who received the email actually, if they haven’t received it, means your content is not reaching out to them. 

Email Bounce Rate 

Email bounce occurs when your emails are not delivered to the targeted recipient, and it bounces back to you. 

Also, here you get two types: Soft bounces and Hard bounces 

A soft bounce is a temporary issue; it means your email service provider requires you to make attempts before they give up and label it as a soft bounce. 

This happens when the recipient is facing some kind of issue or has a full inbox. 

A hard bounce is known as undelivered, and the issues are permanent. It is bouncing back to you to be sure the email service provider has blocked you, and now you can get in touch with the recipient. 

It can also happen due to typos or incorrect email, or the email address is not active. 

How To Improve 

  • Make your email much more authentic; meeting standards in the ISP can help you in improving your reputation as a sender.
  • Take care of standards such as SPF, DKIM, and DMARC. 
  • Make sure you are using clean data; bad data has a negative effect on the delivery rate. 
  • Run the data cleaning from time to time, so all the incorrect dates get removed. 


ISP complaints help you in measuring the email as it is marked by contact as Spam. This information is dependent on the sender, and user ISP, who monitors the sends in the future. 

It’s important as if the score is low, then it’s good, but if it increases, you will end up losing your ability to send the emails. 

How To Improve

  • Make sure that you have added the unsubscribe links.
  • Keep it easy for contacts so that they can stop getting the email or change preferences whenever they want; it’s better than marking yourself as spam.
  • Invest time in building your content and improving the quality. 
  • Use the factors which boost the email relevancy and target the ideal customers.
  • Make your email look important, and avoid words that are spam, including the links and attachments in it. 

Other Metrics To Know About 

However, these metrics are not as direct, but they hold the same importance, and monitoring them can help you understand the performance. 

types metrics in email analytics

Conversion Rate 

Unlike other metrics, this one relies on data from outside of your email campaign. It measures whether the recipient follows the actions you want to take, such as signing up, downloading content, etc. 

You need to integrate the website with google analytics etc., to do this, and it can help in your email campaign. 

The conversion rate helps in understanding the effectiveness of your email and how far it’s helping you to achieve the goal. 

How To Improve : 

  • Make sure you are adding the CTAs
  • Keep the content in your email clear and clean. 
  • Add instructions if there is something you want the recipient to do. 
  • Make it easy for them to take action, don’t expect them to put effort into taking actions you want them to. 

Device Type & Email Clients 

This one helps you understand the recipient and how they are consuming the email content. Also, you can review which type of devices your recipient is using. 

It helps in improving the experience of your recipient as you know what format will suit the device and make it much more user-friendly. 

How To Improve 

  • Test as much as you can, use the preview, and test the send options on different platforms. 
  • Make sure your emails are optimized for every kind of device, especially mobile. 
  • Keep your content and placement of elements in order that suits the devices your audience is using. 
  • Don’t add too large files or images, as a lot of email platforms block such emails, and devices don’t support them. 

How To Measure Your Email Marketing Success? 

Once you learn about the metrics, it’s important that you learn about how you can measure the success of your email campaign.  It helps in undesiring what benchmark you have and what numbers you can aim for. 

Well, to measure email marketing success, here are some of the basic steps to follow. 

steps to measure email marketing success

Step 1: Understand Everything You Need To Measure In Email Marketing 

Get the information about metrics that can help you in measuring success, along with the pitfalls you might encounter, and learn how to evaluate. 

Some of the important metrics that you need to measure are : 

  • Open rate 
  • Click rate 
  • Bounces
  • Unsubscribe
  • Device statistics
  • Spam score

Not just that, see the impact the email campaign is bringing to your marketing KP1s, such as : 

  • Conversion rate 
  • Return on investment or ROI
  • Customer lifetime value or CLV
  • Cost per acquisition or CPA

Step 2: Set Up What Goals You Want To Achieve 

It’s important that you have a clear idea of what goals you want to achieve from doing email marketing.

It is for getting better customer engagement or sending a bulk newsletter, or targeting individuals with personalized messages depending on their recent behavior.

Depending on the campaign, it will help you in achieving different goals. So you should not expect that every email is going to bring revenue. 

Sometimes it’s for improving the range with customers and explaining the unique selling proposition to lead them to purchase more in the future. 

Step 3: Define Your KPIs

After you get to know about the goals, you need to focus on defining the KPIs. 

It’s important that you focus on positive KPIs, including revenue uplift, open rate, etc. but focus on negative KPIs to minimize it, including unsubscribe rate and spam rate. 

Step 4: Track Your Metrics 

Tracking the metrics can help you understand how successful your campaign is going; however, make sure it’s automatic; there are a lot of modern email solutions or customer data platforms that offer such features.

The benefit of using CDP is that you can track all actions regarding mail in a single customer view. 

Step 5: Learn To Evaluate On a Daily, Weekly, And Monthly Basis 

Evaluating email metrics can be a bit tricky; that’s why you need to plan what you are going to look at on a daily, weekly, or monthly basis. 

This will help you in staying more updated and avoid getting confused. 

Some of the metrics that you need to check on a daily basis include : 

  • Open rate 
  • Open rate variation 
  • Bounce rate 
  • Soft bounce rate 

With these metrics, you will learn about the spot incoming or growing related problems. 

For weekly metrics, you need to check : 

  • Overall campaign performance 
  • Campaign conversion
  • Revenue reporting 
  • Click-through rates
  • Spam complaint rates 
  • Unsubscribe rates
  • Active audience trend 

As for the monthly, you need to check the metrics, including : 

  • Open per customer 
  • Revenue per customer 
  • Mobile open rate 
  • Email client share 
  • Spam score checks 

Step 6: Learn And Improve 

When you know about the benchmarks, this can help in prioritizing what you need to improve in order to get successful results for you. 

If you don’t like the conversion rates of the newsletter, but you still beat the benchmark, that means there is something else you need to focus on where you need to do bigger things for the same effort. 

What To Know About Analyzing And Perfect Email Marketing Metrics?

Email marketing is the top dog, even when it comes to creating digital communication. 

With the right metrics, you can help in getting better analyzed and improve the marketing strategies. This will be flexible enough to maximize the insight from you each and every campaign; with that, you can consistently monitor the growth. 

Well, to start with this, here is what can help : 

Analyze Your Strategy 

When you start with analyzing, start with your strategy.  There are chances that there is some kind of loophole which is affecting your campaign. 

For example, if you are sending a weekly newsletter to inspire more one-time purchases and have stable opens and CTRs, but the conversion is not happening. 

Consider revisiting your strategy; the newsletter might have a complex segmentation structure where your receivers are labeled into seven dynamics to create the offers. 

There are chances the basic metrics are showing you the CTRs or Open rates but not telling you the complete story.  This might decline the element, affecting lead subscribers as they are getting repetitive offers. 

Improve Your Strategy 

Once you get the loopholes discovered, focus on the system you are using, there are some which are effective poorly to your campaign. 

Focus on how you can get better and improve your strategy. 

Keep Your Strategy Fresh 

It’s important that you are approaching with all freshness and adding new things along with what is working for you. This helps you in improving the chances of getting perfect metrics/ 

Also, you need to keep track of what is not working so you can eliminate it from the plan without spending too much time, energy, and resources. 

Don’t Stick With One Thing 

All the winning marketing metrics share one thing in common, which is flexibility. So stick with one idea or strategy, and don’t put all metric effects in one basket. 

Marketing metrics are required to keep improving and analyzing. So don’t get stuck with one thing. 

The market keeps changing; you must avoid the pitfalls, so you don’t waste your useful resources and time on not getting results. 

Revelate the technologies, processes, tools, methodologies, and partnerships on a daily basis, so you have ensured that you are taking advantage of everything in the best way possible. 

Also, eliminate the potential data integrity threats, fictional drains, and time-wasters. 

Review the results, but the metric system can help you in finding something new which can help in improving the results. 

Ideas For Email Marketing Goals & KPIs 

Now that you are familiar with metrics understand how to use and improve your marketing. 

In the end, you need to understand what goals you want to achieve and determine the use of metrics. Here are some of the ideas that you can consider.

Goal: You Want To Increase Revenue By X% in Y Months 

The most common but complex goal you can set, this one, is influenced by different factors. 

So it’s best that you break it down into smaller steps along with multiple KPIs.

The start with a conversion. Conversation on app or web can come from using email in either two ways : 

  • Directly when your recipient clicks on the email
  • Indiscreet when a customer gets an email, but they are not purchasing immediately. However, they remember the content and go directly to the site for purchase. 

Here you don’t get a straightforward way of measuring the influence of email. So you need to have a quantifiable goal; it can be increased in clicks or click-open rate. 

You can boost the metrics by following the tactics such as : 

Test The Email 

Test the email, including content, format, and images. Use multiple devices to see how it will appear on different screens, and make sure that readers are engaging with your content after they click one email. 

Make Easy For Convert 

In your email, make sure you are not hiding the button. Highlight the goals for the conversation multiple times and work on the CTA button.  This is your moneymaker, so make sure you are setting the expectation right. 

Personalize Your Email 

Make your content more personalized and relevant to the customer; it can be targeted based on their category or using advanced recommendations. 

This can help you in improving the chances and effective ones too.

Let Your Customer Give Feedback 

This can be done by encouraging your direct email reply, so avoid using no-reply emails; it can also give a simple poll about content. 

Make sure your perfect control center allows your customers to choose the topics which interest them and set how frequently they are receiving the email.

Right Balance Of Email Sent 

The metric can help in knowing emails sent out; this can help in increasing the number and help in boosting the performance.  However, this can backfire too. 

A Lot of customers can be short-sighted, and email reputation is penalized for weeks or days. 

So to find out how you can increase the email number you are sending, here are some of the points to keep in mind. 

  • 99.99% of your customers don’t want to hear from brands twice in a day, don’t over-communicate. 
  • Limit the email you are sending and make sure each of your emails is on point.
  • Take time to build your active audience, and see how they are engaging with your emails.
  • Start using frequency management, and establish how your campaign is working in a week or month.
  • Build a different campaign to suit the type of customers you have.
  • Automate depending on the customer journey and identify touchpoints of your customer.

Goal: You Want To Increase The Active Audience Size By X%

Two things will influence the active audience size, i.e., customers becoming part of the active audience who engage with email and customers leaving without doing any engagement. 

Boosting The Engagement 

To increase engagement, you need to start by boosting the signup process. Keep it simple and straightforward as GDPR allows you. 

Your customer should be clear on what they are singing; once they sign up, send them a welcome email as it will set the expectation of what content they will get. 

Re-Engaging Customers 

Give reasons to the customers to engage with you, especially when the customer is not engaged with emails; you need to give more reasons. 

If you want to get an active audience again, here are some of the points that you can consider.

  • Offer the incentive
  • Show what they are missing or create FOMO
  • Make sure to capture customers using campaigns for re-engagement
  • Do the A/B test various messaging and incentives.

Goal: You Want To Increase The Open Rates By X%

The open rate metric can be misleading; the overall number is not telling the whole story. 

It’s important you establish the benchmark between the mailboxes. It will help you in ruling out the issues regarding deliverability before you improve the content. 

Suppose the variation in open rates can differ depending on mail providers. For example, Gmail reports an open rate of 20%, and Hotmail reports 11%, and this can help in improving the inbox placement. 

If you are not sure about issues and you are processing with content improvement,  here are some of the items you need to consider : 

From Name 

It’s obvious the first sight is to know who is sending the email; make sure you are using the A/B testing.

Most of the time, keep it simple and easy since people prefer to have consistency, so don’t change the name of the sender too much. 

This can fagged as phishing or scam, which affects badly on deliverability. 

Subject Line 

One of the important aspects of the email is the subject, use the creative and be smart and it is going to be a visible element of the email. So also focus on boosting personalization. 

Use the relevant knowledge of customers in your subject line, but don’t go creepy on this. 

Focus on the brands, products, and categories customers prefer. If you are using the subject lines, do the automatic A/B test, it can be 3 or 4 variants. wait for hours and send winning variants to customers. 

Pre Header Text And Preview Text 

It can be less visible as compared to the subject line, but customers notice that. 

Make sure you use the space for previewing the content of the email; this can help you in sending the right email. 

Send Time

The last thing which is visible is the send time. However, this influences the email. If you are sending the email at 7 am, the customer might check the email after their work is done, and you might be in 10th position. 

So you need to use the information regarding how and when your customer is opening their email so you can land on top of the inbox. 

Tips For Successful Email Marketing Analytics:

Well, the good marketer understands that email marketing analytics are powerful, and tapping into them can overwhelm the finding of insights. However, it can be an overstuffed dashboard and can be too much to deal with. 

However, there are different points that can help you in creating a successful email marketing analytics; there are different analytics and learning how to calculate and ways that can keep numbers in good shape. 

So here are a few basic and important metrics such as: 

  • Open rate 
  • Click-through rate 
  • Conversion rate 
  • Bounce rate
  • Unsubscribe rate 

Open Rate Metric Is Worth The Tracking 

After all the years, open rates are one of the important email marketing KPIs which are worth tracking. 

The metric measures the number of people who are opening the email compared to the overall number you are sending to customers. 

While the open rates are not necessarily trucks for revenue and conversion, this helps in learning about subject lines and what’s inside them. 

However, to calculate the open rate, you can use the simple formula which is : 

Open rate = email opened/ email delivered 

So the open rate is 30%, which means when you are sending ten emails, only three emails are opened. 

Other factors that have impacted the open rate include: 

  • Email list size, as the number is getting big, open rates will start to fall.
  • Enthusiasts and supporters provide much higher open rates, such as church groups and sports teams. 
  • Choosing the specific niche can help in getting higher open rates 
  • An average or higher open rate is important for campaigns as if they are not opening the email; it means you need to improve your emailing. 

Work On Your Subject Line 

To create an engaging and intriguing subject line, you need to focus on what holds the attention of your audience. 

To boost the open rates, you need to create a killer subject line. Generally, you need to focus on : 

  • Providing a benefit 
  • Relying on humor 
  • Pique the curiosity 
  • Include offer or promotion
  • Capitalize on urgency 
  • Tell a story 
  • Appeal on humanity 

Use Personalized Subject Lines 

For successful email marketing and to create a boost in open rate, personalized subject lines can help. 

Instead of using the company name, use your first name of yours on the front line. 

However, make sure the name is easy to recognize by your reader and associate with the brand. 

Use Email Analytics To Pick 

Your analytics can help in picking the right time for sending email; this will help you in successful email marketing but also contributes to improving numbers in email analytics. 

By this, you can learn the time when your audience is likely to check the email.  This improves the order to reach the audience, ensuring you’re sending emails when they are most receptive. 

To start, you can choose the general practices and from where you can pick the rate. According to a study conducted by Experian, sending emails on weekends has the highest unique open rates, whereas Tuesday and Thursday have the lowest rate. 

Segment The Email List For Better Targeting 

There is no secret that segmentation can help you in sending mail and improving the results.

Better segmentation helps you increase open rates, conversion rates, and CTRs.

Not just that, segment email campaigns help in getting an open rate which is 14.32% higher than non-segmented campaigns, and the click-through is 100.95% higher. 

You can use this further by using predictive automation for delivering the hyper-personalized recommendation to your recipient. 

Click-Through Rates Are Important Factor 

As far as your email campaign conceded, CTR takes it a step further instead of depending on whether it is open or not. 

With this, you also get the idea of whether your content is appealing enough or not, which is a huge part of why your emails are not getting click-through rates. 

To calculate the CTR, you can do the following: 

Click-Through Rate = Total clicks/ Total impression X 100

The benefit you get is understanding how engaging your content is for your audience. 

For example, If your open rates are high, but CTRs are low, there are chances that your message is mismatched. Or the text is not living up to the speciation that you created with your subject line. 

Creating a good CTR depends on different factors, it includes : 

  • Industry 
  • B2B or B2C
  • Company size 
  • Content 
  • Seasonality 

Provide Value To Your Readers 

If you want your readers to take the action you want, make sure you are giving them a very good reason for that. 

That reason can depend on the audience, whether it’s a B2B or B2C, and also at what stage in buying funnel you are emailing them. 

For example, if you want the visitors to visit the website or blog more, provide them with valuable answers and information that solves their problems. 

Keep Your Call To Action Clear 

Using a strong call to action can help in making your effort easy and effective for boosting CTR. 

Clearly telling what you readers require to do, it can be downloaded now or clicked here; this will boost the odds of the recipient taking action.

Also, consider using buttons, not links. It gives the visuals much more pleasing and works better with mobile devices.

One time using a link in an email is not the wise thing, so you need to include the link multiple times, including the link, and make it easier to find as well as access. 

However, make sure you are not going overboard with this; it’s best to choose two times. 

Keep It Simple With It 

Similar to your subject line, the body of the email should act as a teaser, and this needs to make readers click on it in order to continue. 

Keep the copy short and also break your paragraphs; this can help in making it much more scannable and use bullet points. 

Conversion Rate Is Crucial 

Conversion rate is the percentage of your recipient who clicked on a link and completed the action you desired. It can be a purchase or submission. 

So in order to calculate this, you can : 

Conversion  rate = number who completed action / number of email delivered X 100

This is important as this is what you ultimately want in your email campaign,  and when the rate is high, this can give you more success. 

Luckily due to one to one or personal nature, this is especially good for lead nurturing. 

But the average conversion rate will depend on different factors and the kind of email you are using; according to Remarket, the average conversion rates that you get are : 

  • Newsletter – 1%
  • Order follow-up emails – 5%
  • Inactive customer emails – 2%
  • Abandoned cart emails – 5%
  • Member follow-up emails – 2.7%

Send Welcome Emails For Better Conversion rates 

When someone is signing up for the blog or downloading the white paper, this will let the people know that you are happy as they are on board.

With this small step, you can see the incredibly effective On average; you get 320% more revenue as compared to promotional emails. 

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