Email Marketing Metrics: 10 Indicators You Should Track

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Email marketing metrics are important tools for business management, as they show what has worked and what needs to be improved in this sales strategy. Therefore, they need to be defined and monitored frequently.

Key takeaways from this article:
One of the most important email marketing metrics is the open rate, which calculates how many people opened the message after it was sent.
Another widely used performance indicator is the open rate on mobile devices, which serves to show how many emails were viewed on cell phones or tablets and can indicate the quality of the message.
It is still possible to monitor the results of sending email marketing by tracking the click rate, conversion rate, bounce rate and even return on investment.
Email marketing metrics are very useful tools when it comes to developing a sales process and its stages . Learn more about this in this free e-book!
After all, yes, email is still an important tool for companies, as it helps to develop a relationship with customers and, consequently, promotes increased sales.

However, it is not enough to simply send mass messages without any preparation. To make the most of this strategy, it is necessary to monitor performance indicators.

In this sense, email marketing KPIs allow you to understand how your audience reacts to the content you send. Furthermore, these indicators make follow-ups more assertive and allow you to identify flaws and opportunities for improvement.

Using email marketing KPIs will help you better understand how your audience reacts to the content of the emails you send. Using these indicators, you can guide your campaigns more accurately and identify flaws and opportunities for improvement.

Want to learn what the main email marketing metrics are and how to track them? Then keep reading and find out what the 10 most used ones are and how to use each one!

What are the main email marketing metrics?
There are different email marketing KPIs that you can use to analyze the results of your campaigns and the top 10 are:

email open rate;
open rate on mobile device;
click-through rate;
email open click rate;
conversion rate;
bounce rate;
unsubscribe fee;
emails marked as spam;
referral fee;
return on investment.
See what each of them means and how to track these email marketing metrics below!

1. Email open rate
Starting our list of email marketing indicators, we have the main one: the opening rate.

This KPI shows the relationship between the total number of emails sent and the number of emails opened by recipients. Tracking this is important to know whether the messages sparked the interest of leads.

If this indicator is too low, you may need to improve your email titles and segment your mailing better.

>>>> Read also: 6 extremely persuasive sales email examples

2. Open rate on mobile device
Emails should be adapted to be readable on mobile devices. After all, more and more people are using their cell phones to view important messages.

Therefore, if your open rate on smartphones or tablets is very low, this may be a sign that turkey mobile phone numbers database recipients do not have a good experience reading your emails on these devices, and you need to improve.

The reason for this could be anything from using paragraphs that are too large to elements that make loading difficult. Either way, it’s crucial to check what can be done to improve the results!

>>>> Read more: 20 tips on how to create a perfect business email

3. Click-through rate
The click-through rate (CTR) is an email marketing KPI that measures the number of recipients who clicked on a link in the email sent.

Links can be to your company's website, to content on your blog , or to a specific product. In any case, the calculation is based on the total number of emails sent.

4. Email Open Click Rate
The objective of this email marketing KPI (Click-To-Open Rate – CTOR) is very similar to the one we mentioned previously. However, here the relationship is between clicks on links inserted in emails and the total number of emails opened.

In other words, how many people opened the message and clicked on the links in it. This KPI is very important for e-commerce email marketing , for example, where by clicking on a link the email recipient can be immediately directed to the sales page!

5. Conversion rate
The conversion rate indicates how many people performed a specific action indicated in the email sent.

In other words, this KPI shows the relationship between the total number of emails sent and the number of leads that completed a call-to-action (CTA), such as purchasing a product on your e-commerce website.

A good sales approach helps increase sales conversion. Here are some tips:

successful sales approach tips
6. Bounce rate
The bounce rate, also known as the rejection rate, shows how many of the emails sent were not delivered to the recipients.

This usually happens because the email address has been disabled, misspelled, or the user's inbox is full. Server issues can also cause your emails to be rejected.

7. Unsubscribe fee
This KPI indicates how many contacts on your list have unsubscribed from receiving your emails. Tracking this indicator allows you to know how interested your leads are in the content you send.

To calculate this indicator, simply divide the number of unsubscribes by the total number of registered users at the beginning of the period analyzed. Then, multiply by 100 to obtain the percentage result.

8. Emails marked as spam
It is also important to monitor the number of emails marked as spam by users. This usually happens when there is mass mailing or when the company does not clearly identify itself in the emails.

9. Referral fee
The forwarding rate shows how many of the emails you send were forwarded by the recipients to other people. Monitoring this indicator allows you to know what type of content tends to generate this action, so you can invest more in it.

>>>> See also: how to sell by email — learn how to focus on email marketing sales

10. Return on Investment
Finally, there is Return on Investment ( ROI ) , an email marketing KPI that shows how profitable your campaign is.

This calculation is made based on the relationship between the money invested in email marketing actions and the money obtained from sales motivated by these emails.

So, do you understand what the top 10 email marketing KPIs are? Then implement these tools into your strategy and get better results today!

By the way, now that you know some email marketing performance indicators, how about looking at other metrics that are equally important for the sales area?

To do this, download our free e-book: Sales and Marketing Indicators — the guide to monitoring your sales performance and generating MORE results and learn everything you need to know to rock!