Email Marketing KPIs (8 To Start Tracking Today)
Email marketing KPIs are the foundation of any effective email marketing campaign.
KPIs (key performance indicators) provide a way to measure progress and identify areas of improvement.
Ultimately, these are data points that help you determine whether or not your email marketing campaign is successfully hitting business objectives.
There are a number of different email marketing KPIs that you can track, but here are 8 of the most important ones to get you started:
Straight off the bat, here are eight email marketing KPIs for you to consider tracking:
- Clickthrough Rate
- Conversion Rate
- Bounce Rate
- Unsubscribe Rate
- List Growth Rate
- Overall ROI
- Open Rate
- Forwarding Rate
With a full range of data points at your disposal, you can fine-tune email marketing campaigns to achieve better results.
What are email marketing KPIs?
Email marketing KPIs are key performance indicators that help businesses measure the success of their email marketing campaigns.
You can think of KPIs as data points that help you assess how well your email marketing campaign is performing against specific business objectives.
How can you measure success in email marketing?
Email marketing success will look different depending on the type of campaign you choose to run.
Not all email campaigns are created equal, so it’s important to choose KPIs that align with the specific goals of your campaign.
When it comes to generating leads and engaging prospective customers, for example, you’ll want to focus on KPIs like conversion rate and click-through rate.
Which email marketing KPIs should you track?
The clickthrough rate is the number of people who click on a link in your email divided by the total number of people who received the email.
This KPI is a good way to measure engagement and track how well your call-to-action is performing.
A high clickthrough rate indicates that people are interested in what you have to say and are more likely to take action.
The conversion rate is the number of people who take a desired action (such as making a purchase) divided by the total number of people who received the email.
This email marketing KPI effectively measures how well your email campaign is driving results.
A high conversion rate indicates that your email campaign is successfully encouraging people to take the desired action.
The bounce rate is the percentage of emails unsuccessfully delivered in a campaign.
Even though bounce rate is not strictly an email marketing KPI, it’s still important to monitor because it can have an impact on your overall deliverability.
A high bounce rate indicates that there are problems with your email list (such as outdated or invalid email addresses) which can negatively affect your ability to reach people.
The unsubscribe rate is the number of people who unsubscribe from your email list divided by the total number of people who received the email.
This email marketing KPI measures how well you are retaining subscribers over time.
A high unsubscribe rate indicates that people are no longer interested in receiving your emails.
Taking another look at your email campaign and making some adjustments may help to reduce the number of people who unsubscribe.
List Growth Rate
The list growth rate is the number of new subscribers divided by the total number of people on your email list.
This KPI measures the success of your efforts to grow your email list over time.
A high list growth rate indicates that you are effectively adding new subscribers and expanding.
It doesn’t get much better than that, right?
You want to keep track of this number so you can ensure that your list is continuing to grow at a healthy rate.
This is particularly important for those sending weekly or email monthly newsletters.
While it’s easy to get caught up with other email marketing metrics to measure performance, you cannot lose sight of the overall goal: to make a return on your investment.
The ROI of your email marketing campaign is the total revenue generated divided by the total cost of the campaign.
This KPI will give you a good indication of whether or not your email marketing campaign is profitable.
A high ROI indicates that your campaign is generating more revenue than it is costing you to run.
The open rate is the number of people who open your email divided by the total number of people who received it.
Without a solid open rate, the rest of your KPIs won’t matter because people will never see your email content.
This metric is a good indicator of the overall health of your email list.
A high open rate indicates that people on your list are engaged and interested in hearing from you.
If you are wrestling with a low open rate, you should consider reapproaching your email subject lines.
A few tweaks can make a big difference in how many people actually open your emails.
The forwarding rate is the number of people who forward your email to someone else divided by the total number of people who received it.
Although this KPI is not as common as others, it’s still important to monitor because it can give you valuable insights into the engagement of your email list.
A high forwarding rate indicates that people on your list are finding your content valuable and sharing it with others.
What is the most important metric in email marketing?
The most important metric in email marketing is overall ROI. This will give you a good indication of whether or not your campaign is generating more revenue than it is costing you to run.
Other important metrics to keep an eye on include open rate, unsubscribe rate, and list growth rate.
How can you start tracking email marketing KPIs?
With the right email marketing platform in your corner, tracking KPIs is a breeze.
Most platforms will provide you with detailed reports that show how your campaign is performing against key metrics.
This data is extremely valuable in helping you to optimize your email marketing strategy for better results.
If you’re not sure where to start, take a look at DirectIQ.
This email marketing platform has established a solid reputation for providing users with everything they need to track their KPIs and improve their campaigns.
Are you ready to get started? Sign up to DirectIQ for free today!
Email Marketing KPIs (4 FAQs)
What are the KPIs for email marketing?
KPIs for email marketing include open rate, click-through rate, conversion rate, unsubscribe rate, and bounce rate. Let’s break these email marketing KPIs down:
- Open rate measures the percentage of emails opened among those sent.
- Click-through rate measures the number of recipients who clicked on a link within your email versus the total sent.
- Conversion rate measures how many people completed the desired action from an email, such as subscribing to your newsletter or making a purchase.
- Unsubscribe rate measures the number of people who unsubscribed from your emails compared to the total sent.
Bounce rate measures the number of email addresses that failed to receive your message due to a technical issue on either the sender‘s end or the recipient’s end.
What are the 5 focus areas of effective email marketing?
Here are the five focus areas of effective email marketing:
- Make sure to personalize your message for each person who receives it. This could include using their name, location, or other data to make them feel special.
- Provide content that is relevant and useful to the recipient, such as helpful tips and tricks or industry insights.
- Send emails at the right times when they’re more likely to be opened.
- Make sure your design is attractive and easy to read on both desktop and mobile devices.
- Test different elements of your email campaigns, such as subject lines, copy, and images.
What are 3 ways of measuring success in email marketing?
Here are three ways of measuring success in email marketing:
- Open rate
- Click-through rate
- Conversion rate
By measuring these metrics, you can determine how successful your email marketing efforts were. You can also use this data to optimize your campaigns and ensure that you are targeting the right audience with the right message. Tracking your KPIs will give you insight into what strategies are working and which ones need improvement.
How do you measure email marketing engagement?
You can measure email marketing engagement by tracking metrics such as open rate, click-through rate, and conversion rate. These metrics will help you understand how many people are opening your emails, clicking on the links within them, and taking desired actions.
Marketers can also use data related to subscriber list growth, bounce rates, and unsubscribe rates to get a better idea of how engaged your email subscribers are. By tracking and analyzing these metrics, you can make adjustments to your campaigns to ensure they are as effective as possible.
Adrian is a specialist in researching and implementing email marketing for businesses of all sizes. He’s particularly knowledgeable and focused on the niches and nuances of eCommerce email marketing, and he chose to work with DirectIQ as he knows that segmentation can make or break a successful email marketing campaign.