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Email Marketing KPIs Every Business Should Know

Updated: Jun 9, 2023

Email marketing is a powerful tool that allows businesses to reach their customers and drive conversions. It's also one of the most cost-effective ways to engage your target audience, but it's not enough to just send emails and hope for the best.

To truly understand the success of your email campaigns, it's important to track and analyze your key performance indicators (KPIs). In this article, we'll discuss the top email marketing KPIs for businesses and how to use them to optimize your campaigns.

infographic of email marketing KPIs to track

Top Email Marketing KPIs

Open Rate

Your email open rate is the percentage of subscribers who opened your email. A high open rate indicates that your subject line was compelling and your subscribers are interested in what you have to say. The average open rate for most industries is around 20%, but this can vary depending on your audience and the type of email you send. To improve your open rate, make sure your subject lines are clear, concise, and enticing.

Click-Through Rate (CTR)

Your click-through rate is the percentage of subscribers who clicked on a link in your email. This metric shows how engaging your content is and how effective your call-to-action (CTA) is.

The average click-through rate for most industries is around 3%, but this can vary depending on the type of email you send. To improve your CTR, make sure your content is relevant and valuable to your subscribers and your CTA is clear and actionable.

Conversion Rate (CVR)

Your conversion rate is the percentage of subscribers who completed a desired action, such as making a purchase or filling out a form. This is the ultimate goal of your email campaign and shows how effective your content and CTA are at driving conversions.

Bounce Rate

Your bounce rate is the percentage of emails that were undeliverable and returned to the sender. This can happen if the email address is invalid or if the recipient's inbox is full. A high bounce rate can negatively impact your sender reputation and deliverability. To reduce your bounce rate, make sure your email list is up-to-date and that you're using a reputable email service provider.

How to Use Email Marketing KPIs to Improve Your Campaigns

Now that you know the key email marketing KPIs to track and how to measure them, it's time to put that data to work. Here are some tips for using email marketing KPIs to improve your campaigns:

Set Goals

One of the best ways to use KPIs is to set specific, measurable goals for your campaigns. For example, if your open rate is currently 20%, you could set a goal to increase it to 25% in the next quarter. Having clear goals can help you focus your efforts and make targeted improvements to your campaigns.

Test and Experiment

KPIs can also help you test and experiment with different aspects of your campaigns. For example, if your click-through rate is low, you could experiment with different subject lines or call-to-action buttons to see if you can improve engagement. By testing and analyzing the results, you can continually optimize your campaigns for better performance.

Monitor and Adjust

Finally, it's important to monitor your KPIs regularly and make adjustments as needed. If you notice that your unsubscribe rate is increasing, for example, you may need to re-evaluate the frequency or content of your emails. By staying on top of your KPIs and making adjustments as needed, you can ensure that your email campaigns are always performing at their best.

Remember, email marketing KPIs are only as valuable as the insights you gain from them. By tracking and analyzing your KPIs, and using that data to make informed decisions, you can continually improve your email marketing campaigns and drive better results for your business.

Best Practices for Improving Email Marketing KPIs

Email marketing is an effective way to connect with your target audience, but it's essential to make sure your emails are reaching the right people and engaging them with relevant content. Below are some best practices to help you improve your email marketing KPIs.

Segment Your Email List

Segmenting your email list means dividing it into smaller groups based on specific criteria, such as demographics, behavior, or preferences. This allows you to send more targeted and relevant emails, increasing the chances of engagement and conversion. You can use segmentation to tailor your content and offers to each group's interests and needs, resulting in higher open rates, click-through rates, and conversion rates.

Use Personalization

Personalization goes beyond addressing your subscribers by their names. It involves using their preferences, behaviors, and data to deliver tailored content that resonates with them. Personalized emails generate higher engagement and revenue than non-personalized ones. You can personalize your emails by using dynamic content, product recommendations, or customized offers. You can also use personalization in your subject lines to grab your subscribers' attention and increase open rates.

A/B Testing

A/B testing, also known as split testing, is a way to compare two versions of your email to see which one performs better. You can test different elements of your emails, such as subject lines, sender names, content, images, and calls to action. A/B testing allows you to identify the best-performing version and optimize your emails for better results. It's essential to test one element at a time and use statistically significant sample sizes to ensure accurate results.

Improve Email Design and Content

The design and content of your emails play a crucial role in engaging your subscribers and encouraging them to take action. Make sure your emails have a clear and compelling subject line, a pre-header that supports the subject line, and a clear and visible call to action. Use attention-grabbing images and videos that complement your message, and make sure your emails are mobile-responsive. Also, avoid using too many images or large files that may slow down your email's loading time.

Improve Email Deliverability

Email deliverability is the ability to deliver your emails to your subscribers' inbox instead of their spam folder. Improving your email deliverability requires following best practices, such as using a verified and authenticated sender domain, using a dedicated IP address, maintaining a clean email list, and avoiding spam triggers in your content and subject lines. You can also monitor your email deliverability metrics, such as inbox placement rate and spam complaint rate, and take action to improve them.

infographic of email marketing KPI mistakes to avoid

Common Email Marketing KPIs Mistakes to Avoid

While tracking email marketing KPIs is essential for measuring your campaign's success, it's easy to make mistakes that may lead to inaccurate or irrelevant metrics. Below are some common mistakes to avoid.

Focusing on the Wrong Metrics

Focusing on vanity metrics, such as open rates or click-through rates, without considering their impact on your business goals may lead to misinterpretation and misdirection. It's essential to choose KPIs that align with your business objectives and track them consistently over time to measure your progress.

Not Benchmarking Your Results

Benchmarking your email marketing KPIs against industry standards or your previous performance allows you to set realistic goals and expectations and identify areas for improvement. Not benchmarking your results may lead to overestimation or underestimation of your campaign's effectiveness.

Inconsistent Tracking

Inconsistent tracking is another common mistake when it comes to email marketing KPIs. If you're not tracking your metrics consistently, you won't have a clear picture of how your campaigns are performing over time. Inconsistent tracking can happen for a number of reasons, including:

  • Using different tracking methods for different campaigns

  • Failing to track all relevant metrics for each campaign

  • Not regularly reviewing and analyzing your metrics

To avoid this mistake, it's important to establish a consistent tracking system for all of your email campaigns. This includes tracking the same metrics for each campaign and using the same tracking tools and methods. It's also important to regularly review and analyze your metrics to identify trends and patterns over time.

By avoiding these common email marketing KPIs mistakes and implementing best practices, you can improve the performance of your email campaigns and drive better results for your small business.

Email Marketing KPIs are a Crucial Component of any Successful Email Marketing Campaign

By monitoring and measuring your email marketing KPIs, you can gain valuable insights into how your campaigns are performing and make data-driven decisions to improve your results.

To effectively measure your email marketing KPIs, it's important to understand the metrics that matter most for your business and use the right tools to track and analyze them. From there, you can set goals, test and experiment with different strategies, and continually monitor and adjust your campaigns to improve your results over time.

Monitoring email marketing KPIs is an ongoing process that requires attention and effort, but it's well worth the investment. By monitoring and measuring your email marketing KPIs, you can gain valuable insights into your campaigns and continually improve your results to drive better outcomes for your small business.

FAQs About Email Marketing KPIs

What is KPI in email marketing?

KPI stands for Key Performance Indicator, which is a measurable value that indicates how well an email marketing campaign is performing in achieving its objectives. These objectives can be anything from increasing brand awareness to generating leads or sales.

How do you measure effective email marketing?

What is KPI for responding to emails?


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