6 Email Marketing Metrics That You Must Watch (And Why)

6 Email Marketing Metrics That You Must Watch (And Why)

When you work on your email marketing campaigns you need to make sure they are successful and generating a high ROI. To ensure your campaign’s effectiveness, you need to monitor key performance indicators (KPIs). You can improve any of these indicators if you notice that they are falling short. However, if you don’t track your results you won’t be able to improve.

The following 6 metrics in email marketing are vital for you to monitor and track in order to get the best out of your campaign.

1. Spam Complaint Rate

The spam complaint rate is the percentage of people who have received spam emails from you. Click on the report spam button to see how many of them were contacted.

Although you may not be paying attention to your spam complaints rate as it is too low to be accepted by your email service provider’s, it is still something that you need to pay attention.

If your spam complaint rate seems higher than you would like, there may be some reasons. Although we hope you didn’t purchase an email list, it is possible that this is your problem. This can be a problem if your recipients don’t recognize your sender address.

Sending low-quality email is another way to be flagged as spam and hide your unsubscribe link. It is better to unsubscribe than spam someone. You could lose your ESP (email service provider) if you receive spam complaints from too many people.

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While there may be other causes for your spam complaints, these are the most common.

Make sure you send an email every so often to check if your subscribers are still interested in being subscribed. You can delete your subscribers if they don’t click the link to remain subscribed. This will reduce spam complaints.

2. Open Rate

The open rate refers to the percentage of people who open an email you have sent.

While open rates are not 100% accurate, they are usually pretty close and can give you an idea of how many people open your emails.

What you can see from your open rates is how interested people in your emails. This could reflect on your campaign in general or just the subject or line.

There are different industry averages for open rates but if your open rate is 20% of higher, you shouldn’t be too worried. You can always improve your subject line copy to achieve better results.

If you send too many emails to your subscribers, you might find that they have a lower open-rate. You may notice a rise in open rates if you only email subscribers with something of value.

3. Click Through Rate (CTR)

Your CTR (click through rate) is the number of people who click through to a link within an email after opening it. You will likely have a higher CTR if your subject line is consistent with your body content and contains a link to a valuable resource.

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If your subject is misleading or your link in the email isn’t End., your CTR will be very low. To get the highest CTR, make sure you write compelling and relevant email campaigns.

Another important thing to remember is that people require more than one chance to click on your links. It is best to give them at least two chances to click on the same hyperlink. You might ask them to read the whole piece of information first, or they may not be interested in the link at the bottom of your email. They should have options.

4. Conversion Rate

Every email you send must have a goal. It could be to convince them to download a free trial, buy a product or take another action. No matter what your goal, it is important to track your conversion rate so you can see how effective your marketing efforts are. You need to find ways to improve your conversion rate if you have a low one.

It is important to know that if your goal is to sell, your conversion rate will be lower than if it’s a standard goal such as getting people to download something for free. This should be taken into account when you test.

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5. Bounce Rate

Bounce Rate is the rate at which emails are bounced because they were not received. Hard bounces mean that the email is not available or has been deleted. A soft bounce indicates that there is a temporary problem.

Neither of these have anything to do the quality or quantity of your email messages. It has to do more with the quality and quantity of the list. Email addresses that bounce hard should be deleted. If they bounce softly for too long, you should also delete them.

6. Unsubscribe Rate

Your unsubscribe rate refers to the percentage of people who unsubscribe from your list every time you send an email. Email marketing services should allow you to create emails that are both successful and low in unsubscribe rates. Many ESPs offer training on how best to market to your subscribers.

To get the best results, you must keep your emails current and provide high value to your subscribers.


A successful email marketing campaign will depend on your ability to understand and follow the right marketing metrics. These are important points to keep in mind as you plan your strategy. This could be the key to boosting your conversions and sales.

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