Email Marketing: Key Metrics and Indicators

Mark Thompson
3 min readJun 2, 2023
Photo by Jon Tyson on Unsplash

Understanding whether your email campaign is hitting the mark is crucial to improving your strategy and meeting your marketing objectives.

But how do you measure success? Here are some key metrics and indicators that can provide a comprehensive view of your email campaign’s effectiveness.

Open Rate

The open rate is the percentage of recipients who open your email. This metric is an essential gauge of how compelling your subject lines are and how well your send time aligns with when your audience will likely check their email.

A low open rate might suggest you need to tweak these factors.

However, A word of warning, Open Rate can’t be relied on and should be regarded as an indicator, not a key metric.

I tend to regard it as a vanity metric

Click-Through Rate (CTR)

The click-through rate is the proportion of email recipients who clicked on at least one link within your email.

This metric indicates how effective your email content is at sparking interest and motivating action. If your CTR is low, you may need to reassess your content’s relevance or the positioning of your links.

Conversion Rate

While clicks are good, conversions are better. Conversion rate refers to the percentage of recipients who clicked on a link within your email and completed a desired action, such as making a purchase or filling out a form.

This is a critical metric as it’s directly tied to your return on investment.

Bounce Rate

The bounce rate is the percentage of your emails that could not be delivered to the recipient’s inbox. Bounces can be categorized as “hard” or “soft.”

Hard bounces occur when delivery is impossible due to invalid email addresses, while soft bounces occur due to temporary issues like a full inbox.

High bounce rates can damage your sender reputation, so it’s important to keep them in check.

Unsubscribe Rate

The unsubscribe rate is the percentage of recipients who opt-out of your email list after receiving an email.

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