Replybutton Blog
A Beginner’s Guide: Email Marketing Metrics

A Beginner’s Guide: Email Marketing Metrics

In our previous post, we shared the tips and tricks that might be useful for email marketing starters, yet, the actual challenge begins once you send your email and wait for it to be opened! That’s why, the key to evaluate your performance is to analyze your emailing statistics regularly. Tracking the analytics enables you to define the problem, if there is, and take action correspondingly. Luckily, email marketing metrics can be easily measured therefore, below, we listed some of the key metrics you might want to check once you’re in the game:

Open Rate

Your open rate is the most important measure one should pay attention as it is one of the sole indicators of your success. It shows the number of people who opened your messages and tells you how successful you are in reaching your audience.  You can also find out which subjects (headlines ) are more appealing to your customers or when is the best time to send your campaigns. Although there is not an exact number, studies show that an open rate of 20 to 30 percent can be considered as a good achievement. If your open rate is lower than that level, you might consider reviewing your content or finding more attractive subject lines.

Click Through Rate (CTR)

Click Through Rate is another important metric that shows how successfully you perform. It tells you the number of people who not only opened, but also clicked on the link within your email. It gives you a rough idea on how likely your audience is willing to engage with your service and / or consider using your campaign. With this information, you can measure the effectiveness of your campaign and what type of services your customers are interested in.

Conversion Rate

Different from open rate and click through rate, conversion rate shows you whether you are achieving your goals or not. It gives you the number of recipients who did not only open the message but went further on clicking the link and actually engaged with your service. In other words, your conversion rate tells you whether your click leads to a conversion or a sale. By measuring your total campaign response, you can actually foresee your revenue.

Number of Bounces

So, you are doing your job well, creating valuable content but still can’t reach your desired rates? Then it might be time to look at your bounce backs, a metric that shows the number of email addresses that could not be delivered. This may happen for a variety of reasons, maybe your recipients’ inbox is full, the server is down, or the email addressed are invalid. For whatever reason, you should make sure that your emailing list is updated regularly and remove bounced addresses.


Lastly, a metric that does not need much of an explanation, the number of people who unsubscribed from your mailing list. Even though it does not sound exciting, you need to pay as much attention as you are paying for your open and conversion rates. Even though it is completely natural to have unsubscribes, when the times you see an increase in the rate, you might reconsider your strategy and focus on creating more valuable content in order not to jeopardize your business

Muzaffer Selimbeyoglu

Add comment