5 Key Email Marketing Metrics You Should Be Tracking

 In Digital Marketing, Email

Email marketing isn’t always easy. It takes time to master and figure out the tactics that work.

Now, combine that with all the other stuff you’re trying to do at the same time to make your email stand out.

You have to come up with a few great strategies for your campaigns, make sure you’re emails are getting delivered, and are enticing your readers to click.

It’s a lot to handle.

But there are a few key email marketing metrics you can to get a better idea about what’s working and what isn’t when it comes to your campaigns.

In this post, we’re going to cover a few of the metrics you should keep your eye on to help improve your email marketing.

Open rates

For many email marketers, this is one of the most important metrics they’ll check. There are plenty of reasons why your open rates might be suffering, and you’ll need to find out why. Because if people aren’t opening your emails, then you’re pretty much dead in the water when it comes to everything else you’re trying to do.

One way to improve your open rates is to make sure you come up with some killer subject lines for your emails. Make your email irresistible to open, and you’re going to see an upswing in those numbers.

Bounce rates

When an email can’t get delivered, it’s returned to its sender (that’s you). There are a number of factors that can go into deliverability issues. But if you keep noticing a consistently high bounce rate, it can indicate a warning sign that you need to dig into to find out more.

email marketing metrics bouncerate

You can see from the chart that the industry standard is about 35% for emails — yup it’s that high. So use that as a way to track your own bounce rate and see if it’s time to clean up your email list.

If you notice you get a pretty consistent number of emails bouncing each time you send out an email, check the list. You’ll probably be able to identify and remove the emails you see popping consistently.

Click-through rates

Click-through rate is another really popular metric email markets track carefully. It’s a way to track how many people click on the links in your emails.

If they aren’t clicking the links, you’ve got a problem. It could mean your emails aren’t engaging enough to drive people to action. It could also mean you aren’t designing your emails in a way that makes it obvious where your readers should be clicking; like having a big colorful button, for example.

Using interactive content or reveal marketing in your emails is a great way to solve your click-through rate problems.

Conversion rates

At the end of the day, you need your readers to do more than just click some links. What you really want them to do is take a specific action. So that means click a link and buy something or click a link and schedule a call.

Here’s a great example of an email that is asking readers to take a specific action.

Your reader will get that email and interact with it to reveal their savings. If they click to see their savings link and buy something using that link, they’ve converted.

With conversion rates, you can get really granular and see the emails are driving sales and which are lagging. Then you can cut or improve the poorly performing emails to try and get those rates up.


Boo, no one likes seeing someone sign off of their email list. But, the reality is, unsubscribes aren’t always all that bad.

For one, it’s a way to get your list cleaned up. The people who are choosing to unsubscribe from your list might not be great fits as a customer. If they were never going to buy anyway, removing them from your list can actually improve some of your other metrics.

If you can collect some of the reasons why people unsubscribe it can be a really valuable source of data for you; helping you take steps to improve your design, content, and approach.

Know what’s happening with your emails

There are dozens of metrics you can track in your emails, but if you’re just starting to get a handle on improving your campaigns, you can’t go wrong with following these to start.

These email marketing metrics can help you make better decisions around creating a strategy that gives your customers what they want and improves your bottom line.

A win-win for everyone.