7 EMAIL METRICS YOU SHOULD TRACK

They say that email marketing is paying off. It brings revenue and sustainable growth other tools might just dream about. So you sit at the desk, write your first email copy, choose the right mailing list and send it. At some point, you start wondering:
  1. Do my email campaigns bring the desired results?
  2. Can I do better?
  3. How can I track the results?
  4. How do I know that my email marketing efforts are worth investing in?
Here is the moment for your KPIs to shine! Key performance metrics are the indicators showing you whether your efforts are cost-effective and bring the desired result. We’ll start with the metrics every marketer should know by heart.

Below we present the Sendios dashboard. When you look at the screen, you will see such elements as:
  1. Project is the name of the client you run
  2. Subject is the field where you can see your subject line
  3. Sends is the number of emails that were sent to your users
  4. Opens is the number of recipients who opened the email
  5. Clicks is the number of recipients who clicked on a link in the email
These are simple stats about your mailing list. The fun part starts with OR, CTR, and CTOR (and some other valuable indicators), as they are the key metrics you should start your email marketing journey with.

Open rate
The open rate is the basic email marketing indicator. It shows if subscribers find your style of communication interesting and useful. The OR track how many users have opened your newsletter comparing to the number of emails that were delivered.

It is essential to track your OR as it defines the success of the subject lines. For instance, you might see what works better for your segment:
  1. Do they like having their names in the subject line?
  2. Do they like emojis? If yes, then colorful or black?
Writing a compelling subject line takes time as it requires you to know your audience and conduct A/B tests. The crucial indicator of success is to be ready to implement new tricks, trends, and templates.

How to calculate it?
Click-Through Rate
The click-through-rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.

If OR determines how well your subject line works, CTR shows if your email campaigns bring good results. It tracks how many people clicked on a link in the email. For instance, you can add a simple link or create a prominent CTA in the middle of the email, and CTR will show you the percentage of people who find it valuable.

How to calculate it?
Click To Open Rate (CTOR)
The click-to-open-rate is the indicator that compares the number of users who click on a specific link to the number of users who open the email.

CTR defines if the email campaign brings results in general. It depends on the recipient’s behavior and their reaction to the subject line, time, sender's’ name, etc. Instead, CTOR shows if the email body is effective. It gives you insights about the elements within the email
  1. Do the recipients like the templates we use?
  2. Is the content convincing?
  3. Is the CTA compelling enough?
As Bill Gates said back in 1996, Content is King. Use the click-to-open-rate to create a message that resonates with your audience.

How to calculate it?
NOTE: When it comes to tracking these metrics, the numbers might be different. The average OR should be about 25%, CTR should be around 4%, and keep your average CTOR between 20-30%. If the results are higher, then you are definitely doing a great job. Keep going!
Conversion rate
The conversion rate is an indicator that describes the percentage of consumers who completed the desired action. For example, if you add a link to the email, CTR will define how many people clicked on it. However, CR will track how many people completed the desired action. It might be a purchase, registration on your platform, or subscription for a newsletter.

The conversion rate gives you valuable feedback as you can check how much you spend on converting one client. Moreover, you might get to a conclusion if your marketing efforts are worth the money you invest in it.

How to calculate it?
Bounce Rate
The bounce rate is a metric showing the percentage of subscribers who did not receive your email.

This metric demonstrates if your email campaign has issues to solve. There are two kinds of bounces - soft and hard.

Soft bounces are temporary difficulties that can be resolved easily. For instance, the email address is valid but the recipient has problems with the server or full inbox. Nothing serious on your side.

Hard bounces are the ones you must take seriously. For example, if the email address is invalid or does not exist, you should delete it from your mailing list asap. The more hard bounces you get, the lower reputation your email sender will have. As a result, internet service providers might mistake you with spammers.

How to calculate it?
Unsubscribe rate
The unsubscribe rate is the metric showing the percentage of recipients who unsubscribed from your emails after opening it.

While we don’t like seeing people go, it is a good metric to track. It allows you to clean the mailing list and communicate with the subscribers who are indeed interested in the offer. Hence, your crucial KPIs will improve.

Spam complaints
Spam complaints are reports from people who do not want to receive emails from you. The recipients might get tired of messages you send, might get confused who you are, or they cannot find the unsubscribe button. The reasons for reporting spam vary but the solution is one - keep an eye on the metric.

Email providers track spam complaints as they aim to provide users with a quality service. The more users report your emails as junk, the more troubles with deliverability you might have. For example, if the number of complaints about a single email exceeds 0.5%, your account will be suspended.

These are seven metrics we recommend you to watch closely. If you understand the numbers and use the insights wisely, you might improve the email marketing practices you use. On a parting note, make sure the metrics you choose to track fit the marketing goal. And the only way to find what works for you is to experiment.