9 Email Marketing Metrics You Should Track Regularly

Email marketing metrics enable you to measure the performance your email marketing campaigns, and help you figure out what you can do to improve it. Although Email Marketing is one of the most effective ways to reach your target audience and engage them using highly personalized messages, unless you know what’s working and what isn’t, you won’t be able to optimize your Email marketing campaigns. That’s where Email Marketing Metrics come in. Here are 9 Most Important Email Marketing Metrics you should track regularly to grow your business.

  • Open Rate:
    Open Rate is the percent of your email recipients who open your emails. For example, an open rate of 27% means that if you send emails to 100 people, 27 out of them have actually opened it in their inbox. It’s the most important email marketing metric, if people don’t open your emails it defeats the purpose of your email campaign.
  • Click-Through Rates:
    Click-Through rates is an important email marketing KPI that measures the percent of your email recipients that have clicked one of the links in your email. If 20 out of 100 recipients click a link in your email, then your click through rate is 20%. Each click drives a visitor to your website, blog or social media profile. So the more clicks you get the better it is. High click-through rate is a sign of good audience engagement.
  • Unsubscribe Rate:
    Unsubscribe Rate is another key email marketing metric that simply measures the percent of your subscribers who have unsubscribed from your mailing list, using the email you just sent. So if you’ve sent emails to 200 people and 1 of the recipients unsubscribed, then your unsubscribe rate is 0.5%. Ideally, the unsubscribe rate should be limited to 0.2%. However, if you email too frequently, or if your mailing list is not responsive, then it may grow to 0.5%. It’s important to monitor unsubscribe rate for every email campaign. A spike in unsubscribe rate will tell you if your audience disliked your email.
  • Hard Bounces:
    A hard bounce occurs when you mail an address that no longer exists. Number of Hard Bounces is a key metric you should monitor regularly. Otherwise it will adversely affect your email delivery rate. Keep in mind that major email clients like Gmail, Yahoo and HotMail monitor hard bounces closely, and if you repeatedly get a lot of hard bounces then 10 to 20% of your emails won’t be delivered. Most email marketing tools like MailChimp will automatically remove non-existent emails from your list. But it’s always better to maintain your email list to avoid any penalties from email service providers.