5 Email Metrics That Will Give you a Better Understanding of Your Email Marketing Results
May 27, 2019

There is definitely at least a dozen of email metrics that should be tracked to ensure the email marketing campaign is doing what it was intended to do in the first place. Among them, these 5 are the most important ones that indicate the performance of the email marketing campaign in the best possible way.

1. Bounce rate

The bounce rate is actually the rate of your failure. Your failure in gathering leads.

This is the rate of emails not reaching the recipients’ inbox throughout the email marketing campaign, which we call “bounce”. There is a number of reasons for this to happen. Miswritten email address, a typo in the domain name, change of ISP, non-existence of the email address, among few other reasons cause bounce rate to increase.

2. Email Opening rate

This is exactly what the name suggests – the rate of emails being opened by the email address holder.

Shockingly, this rate doesn’t get too high. On average, the rate of email opening falls under 20 percent. Even though this parameter is very low, 20% is not that bad if you calculate the number of recipients. If you send the email to 50 thousand people and if the email opening rate is 20% then congratulations, at least 10 thousand people opened your mail and most probably glanced at it.

3. Unsubscription rate

As you start to enlist more people in the list, every year, around 20-25 percent will decide to drop out from the list.

If this rate is higher than the 20 to 25 percent range then it is a clear sign that you are definitely doing something wrong.

Maybe you are filling the mail with fillers, maybe you are sending the emails to frequently, maybe the email subject doesn’t go with the context or maybe it’s just the loading time of the template – whatever it is, you need to find that out and fix it. For that, you can manage to survey some of your subscribers about the email reading experience.

4. Clickthrough rate

Clickthrough rate is the rate of email responders.

For example, if you are offering a “buy one get one” deal with your emails, the number of people who actually clicked to the hyperlinked text that redirects to the offer compared to the total number of email recipients is the click-through rate. But don’t get it mixed with the conversion rate.

5. Conversion rate

The conversion rate is very similar to the clickthrough rate. But instead of the rate between the number of email recipients and the clicks on the hyperlinks in the email, conversion rate gives us the rate between a total number of purchases or actions taken to the total clicks of the hyperlinks in a mail by the email reader. So, if the conversion rate is 10% for a “buy one get one” deal then only 10 people of the total 100 people who landed on the page have bought the product.


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Richard Nevis

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