Let Data Work For You: Important Email Marketing Metrics You Need to Analyze

When it comes to email marketing, data should drive your decisions. Email marketing metrics like click-through rate, conversion, and bounce rate can tell you what’s working, and what you need to change to strike success.

Not comfortable with email marketing analytics, or unsure of what you should even be looking at? In this article, we’re covering the top marketing metrics you need to analyze to overcome your email mistakes and optimize your work.

Key Email Marketing Metrics You Need to Know

Before you identify your marketing metrics, you need to determine your overall campaign goal. Each marketing campaign is different, so some of the marketing metrics you need to look at will differ. With that being said, here are the major marketing metrics every email marketer needs to know and look out for:

Open Rate

Open rate is the most essential email marketing metric. It tracks how many people open the email you send them. This metric can tell you a lot about the strength of your subject and title lines, and how willing customers are to open your emails.

If you’re experiencing a low open rate, chances are your content isn’t resonating with customers. By switching up your subject lines and taking different content approaches, you can increase your open rate. Try to be more descriptive or add more personalized elements to your subject lines to better grab the attention of your subscribers.

Click-through Rate

Click-through rate is arguably the second most important email marketing metric. It tells you how many people click on the links in your email. This is incredibly important if the purpose of your email is to drive subscribers to your website.

The best way to increase click-through rate is to include links where customers expect to see them. You also need to make sure your calls-to-action are clear and easy to act on. It’s important to keep in mind, however, that click-through rate is typically much lower than the open rate.

Bounce Rate

Bounce rate tells you when your emails don’t actually reach your subscribers. This usually happens because of either temporary or permanent problems with their email addresses.

Bounce rate gives you a better idea about the quality of your subscriber pool. If you’re dealing with a high bounce rate, chances are your list is full of fake, incorrect, or outdated email addresses.


The number of people who unsubscribe from your emails is a less fun metric to measure. But it’s important because it tells you if your content isn’t resonating, or if your attempts to connect are alienating users. It can help switch up your strategy, and better determine what you should be offering your subscribers.

While you may not want users to unsubscribe, it’s important that you allow them to. If you make it difficult, customers will resent your brand, and potentially find you obnoxious or untrustworthy. Alternatively, if you let them easily unsubscribe, they’ll be more likely to trust you and respect your brand.

Overall ROI

Beyond all these metrics, it’s important to know what your overall ROI or return on investment is. This is the total revenue divided by how much you spend. It can help you understand if your total efforts are paying off, or if you’re spending more than you should.

Ready for Better Email Marketing?

Email marketing can be hard—especially if you’re not sure what you can do to improve! By studying up on these email marketing metrics, you can start making meaningful changes to your emails and improve your ROI.

Did you find these email marketing tips helpful? Check out our blog for even more email marketing insights!

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