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.


9 Email Marketing Metrics You Should Track Regularly


1. 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.

Most third party email marketing tools provide email analytics features to measure open rates. Open Rates are tracked by adding an invisible 1×1 pixel image to your email before sending. When a user opens your email, this pixel is loaded and an email open is counted. So if your recipients have blocked or disabled images in their email clients, then open rate can’t be measures for those recipients.

Nevertheless, you must regularly track email open rates and compare them with past values. This will tell you how your email marketing changes affect your open rates over time. Also compare open rates for different email copies to see which one has the best email open rate. This will help you optimize your emails quickly and get good email open rates.


Bonus Read : 5 Best Email Tracking Software that you can use for your business.


2. 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.

There are a couple of ways to boost your click-through rates. First of all, ensure that your emails are responsive and look great on mobiles. If people can’t read your emails on their phones, then there’s a good chance they won’t click it. Secondly, make your call-to-action buttons and links larger, so people can click them on their mobiles, even with their thumbs.

email marketing metrics mobile


There’s another metric called “click-to-open-rate” that some marketers also measure. It refers to the percent of people who opened your email, who also clicked on it. So if 100 people opened your email and 30 people out of them clicked a link on it, then your click-to-open-rate is 30%. If you have a low open rate but a high click-to-open-rate then it means your subject lines need to be improved to increase email open rates.


Bonus Read : How to Use MailChimp for Email Marketing


3. 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.


Bonus Read: Best Email Blast Software & Tools that you can use to grow your business.


4. 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.


Bonus Read : How to Build an Email List from Scratch


5. Soft Bounces

Soft Bounce occurs when you send an email to someone with a completely full inbox. If they delete some of their emails, they’ll get your email. Soft bounces mostly happen when people have used temporary or disposable email addresses to subscribe to your emails. According to HubSpot, 58% of subscribers typically use temporary email addresses to receive commercial and junk emails. You don’t need to be alarmed by soft bounces. However, if your soft bounce rate is more than 2-3% then it might be a good idea to cleanup your mailing list.


6. Delivery Rate

Delivery Rate is the percent of email recipients who have actually received your email in their inbox. For example, if you mail 100 people and only 95 of them get it, then your delivery rate is 95%. Typically, a delivery rate above 95% is considered good. A delivery rate below 80% is bad news, and you need to do something about it – like using a third party email marketing tools or another email service provider, and using email marketing best practices. The good news is that most top tier email marketing platforms are able to provide a minimum delivery rate of 95%.


7. Spam Rate

Spam Rate, also called complaint or abuse rate, is basically the percent of email recipients who have flagged your email as spam. Abuse complaints are a serious matter, and can severely reduce your email delivery rate. On an average, even the best managed email lists get around 0.02% complaints. Ensure that your complaint rate doesn’t exceed 0.05%. One of the easiest ways to lower your complaint rates is to simply make your unsubscribe link more prominent. The most common reason why people mark emails as spam is that they’re unable to find the unsubscribe link, or don’t want to go through the additional steps required to get off the list.


8. Forward Rate

Forward Rate is the percent of email recipients who read your email and liked it so much that they forwarded it to others. Forward Rate is also known as referral rate or share rate. Some email marketing tools count email forwards and social media shares together for measuring forward rate, while some track them separately.


9. Churn Rate

Churn Rate is the percent of people you’re losing to unsubscribes, complaints & hard bounces and is typically measured every year, or every 6 months. So if your churn rate is 25% per year, it means you’re losing 25% of your subscribers every year, and that you need to add that many new subscribers to maintain the size of your mailing list.



Email Marketing Metrics make it easy to monitor the performance of your email campaigns, know what’s working so you can repeat it, and identify areas of improvement. They also enable you to find out which email subscribers are responding to your emails, and which ones can be removed from your list. Building and managing a clean email list is essential to successfully carry out email marketing campaigns to grow your business and avoid any penalties by email service providers. Most email marketing platforms provide out-of-the-box email analytics tools that enable you to readily monitor email marketing metrics and KPIs for your business, improve your email campaigns quickly.


What email marketing metrics to you track for your business?