Despite the flurry of social media channels out there to reach your end customer, email is still the  most widely used channel to reach your audience and effectively communicate your message. How do you know that the email campaign you launched was effective?

What are the email marketing metrics that matter?

There are a number of metrics that you can measure, but only a few really matter.  Let’s dive into the email metrics that matter.

Open Rate

This is the top email metric that you need to measure and is calculated by dividing the number of emails that are opened by the total number of emails that are sent. For example if you send 100,000 emails and 25,000 people open your emails, you have an open rate of  25%. Although open rate varies by industry, the average open rate of emails is benchmarked at 20%, according to data shared by Hubspot. 

If your email open rate is lower than the benchmark, here are some of the areas you should be looking into and tweaking as needed. 

  • Catchy and relevant subject line
  • Right Customer segments targeted
  • Optimized number of emails sent to the customer

Click-Through Rate

Email Click-Through Rate is the percentage of number of clicks on your Call to Action to the total number of emails sent. If 100,000 people received your email, but only 3000 people clicked on the Call to Action, your CTR is 3%. Click-Through rates vary by industry, but you should target an average CTR of 3%, which is the benchmark.

If your email CTR is lower than the benchmark, here are some of the areas you should be looking into and tweaking as needed. 

  • Catchy and relevant subject line
  • Relevant copy
  • Prominent Call to Action
  • Right Customer segments targeted
  • Optimized number of emails sent to the customer
  • Emails optimized for mobile

Conversion Rate

Conversion Rate measures how many people clicked on the Call to Action and completed a specific action. For example, if 100,000 people received your email and 3000 people clicked on the CTA but only 1500 made a purchase, your conversion rate is 50%. 

Bounce Rate

Bounce rate signifies the percentage of emails that were not delivered. This could be a soft bounce, which could be because of temporary issues or  a hard bounce. If the email address is incorrect, fake or old, the emails may not get delivered and it is called a hard bounce. Bounce rate is calculated as a percentage of the emails not delivered over the total number of emails that were sent.  This can be reduced by using a double opt-in, where the user is asked to confirm the email address. 

Unsubscribe Rate

This is a metric that measures how many people unsubscribed from your email. If you send too many emails, it may lead customers to opt out of your email list. The unsubscribe rate tells you how many people have chosen to opt out of your email list. It can be a good thing as it gives you information about the customers that are actually interested in your email and how you can keep them engaged. In general, unsubscribe rates should be less than 2% as per industry standards.

Categories: Marketing