Email Marketing Concept

Email Marketing Metrics to Check Regularly

Email marketing is a booming trend in the marketing industry because of its personal touch once it reaches the target audience. But this won’t work all the time, not unless you know how to optimize your emails. This is where email marketing metrics enter the limelight. Email marketing metrics enable you to know the effectiveness of your campaign and serves as feedback on what things you need to work on.

Here are the most important email marketing metrics that should be checked constantly.

Open Rate

The open rate indicates how many times your email has been opened by the recipients. Open rate is shown in percent form and is known as the most important email marketing metric. Tracking the open rate of your emails enables you to get immediate feedback on your campaign.

Click-Through Rate

Click through rate is the percentage of email recipients who clicked on one or more links in the email that you sent. It gives you an insight on how many of the recipients are interested in your content and are looking forward to knowing more about it. The more clicks you get, the higher the rate is. High CTRs indicate a high audience engagement level.

Unsubscribe Rate

This refers to the percentage of subscribers who have unsubscribed from your mailing list. It is very important to monitor unsubscribe rate because this shows how many people are still interested to receive your mail.

Bounce Rate

There are two kinds of bounces: the hard bounce and soft bounce. Hard bounce refers to emails that have been sent to an address that no longer exists. On the other hand, soft bounces refer to emails that have been sent to an address with a completely full inbox, which mostly happens when someone used a temporary or a disposable email account to subscribe.

Delivery Rate

This is the rate of recipients who have received your email in their inbox or simply the number of emails you have successfully delivered.

Spam Rate

Spam rate refers to the percentage of complaints/abuse considered by your email receivers. This is the rate of email recipients who have marked your email as spam. To reduce this metric, you could make your unsubscribe link easier to notice. In many cases, emails are marked as spam because receivers cannot find the unsubscribe button. Spam rate is one metric you want to reduce immediately.

Forward Rate

This is the percent of people who have forwarded your email to people they know.

Email marketing metrics play a huge role in providing feedback on your email marketing campaigns. It is very important that you establish a clean email list to ensure that your efforts and all your investment for the campaign will not be in vain.


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