The Top 5 Email Marketing KPIs for Measuring Campaign Success

Email marketing is still one of the most successful channels for providing content, with one of the highest ROIs in the industry. Tracking email marketing KPIs is essential for determining the effectiveness of a campaign.



The metrics you get enable you to fine-tune your strategy in response to your customers’ latest expectations. To achieve success in email marketing and reach your objectives, you must first develop and track the relevant email marketing KPIs.



However, email marketing can be challenging because it is not an active promotion method. It’s not precisely direct, and you’ll need to pique the buyers’ interest and compel them to take action before you can honestly tell your tale.



So, if you’re not sure whether your ads are having an effect, there are some ways to track your email marketing performance. Keep on reading this blog to get an idea of the best KPIs for email marketing and how to boost the effectiveness of your email marketing campaigns.



Let’s go right into email marketing metrics.



Open Rate



The Open Rate measures the number of times your emails were opened compared to the total number of emails you sent to your subscribers and prospects. It’s one of the most critical key performance indicators for email marketing because it reveals your subscribers’ interests in your business and what you have to offer.



High open rates are highly associated with subject lines and preview text that is well-optimized and attention-grabbing. Therefore, if you observe a drop in your Open Rate, you may wish to tweak one of the two.



This has long been one of the simplest and often utilized email marketing KPIs. The Open Rate is obtained by dividing the number of opened emails by the total emails sent and then multiplying it by 100.



Spam Rate



The spam rate is the percentage of users who did not get your email or reported it as spam. The user’s click on the email is the foundation of your entire email campaign.


But what if your prospective client never got the message in the first place? It can derail your entire campaign, forcing you to restart from scratch.



The spam rate is easy to calculate:



Assume that ten persons reported your email as spam out of a total of 100. Your spam rate is: 10/100*100 = 10%



If your spam rate is high, it can be overwhelming. However, lowering this Rate is easy once you actively monitor this email marketing KPI. Whatever the Rate is, make sure it doesn’t negatively influence your brand. 



To drop your spam rate and drive your campaign, follow these simple steps:



  • Activate double opt-in


Enabling double opt-in ensures that your clients know that they are subscribed to receive your emails. It is a process in which each subscriber is prompted to confirm their subscription to your emails.



You can now focus your actions on those who are genuinely interested. Some users will provide incorrect information, or a spam bot will populate your subscriber list with fake addresses. The double opt-in method ensures that your email list contains only subscribers interested in your company.



  • Allow unsubscribes to be made globally



Allowing global unsubscribes is an underutilized and frequently ignored strategy. Some consumers will unsubscribe from a specific category of mailings, figuring they are no longer on your mailing list.



The latter option can be ensured by enabling global unsubscribing. Otherwise, a subscriber may mark your email as spam instead of individually unsubscribing from each mailing category.



  • Pay close attention to the subject line



At least 40% of your brainstorming efforts should be directed here. When it comes to writing subject lines that don’t sound or appear like spam, there are a few things to keep in mind:

– Avoid using all capitals.

– Avoid using excessive punctuation.

– Avoid using symbols excessively.



Bounce Rate



The Bounce Rate is another crucial email marketing KPI to monitor. True to its operative word, bounce rate refers to when your email does not reach the mailbox at all.  A spam email will be added to the list, but a bounced email shows that the email ID is inactive or merely a forgery. 



It is determined similarly by dividing emails bounced by emails sent and multiplying the combined ratio by 100. Your bounce rate should ideally be less than 2%, although this varies depending on the industry.



Click-through Rate



The Click-Through Rate (CTR) measures how many recipients clicked on a link in your email. This email marketing KPI can assist you in determining whether or not a customer is interested in your products or services. Or they are just skimming.



It is a rate that indicates how many emails have resulted in a single click from customers. The formula stays the same: multiply the number of clicks by the number of emails sent by 100.



To get a more informative percentage, subtract the bounced emails from the total emails sent before calculating the Rate. Tracking the click-through rate allows you to determine whether or not your campaign was successful. It is also a step toward increasing your conversion rate.



Conversion Rate



This concludes all of your hard work and the points described above. Imagine the pain of nailing all of these things and then failing to attract the right client to your sphere of influence.



The conversion rate determines the success of your email marketing performance. It is the number of prospective clients who have converted to loyal customers after reading your emails. This is the overarching goal of email marketing services.



If users click links in your email but do not convert, there may be inefficiencies in your email marketing funnel. For example, perhaps your CTA is misleading, or your subscribers do not find your offer as valuable as they expected.



To calculate your email campaign’s conversion rate, divide the number of times the desired action was taken by the number of emails delivered and multiply by 100.



These are just a few of the best KPIs for email marketing. Please select the most relevant metrics to your organization and use them to create SMART goals to improve email marketing performance.



PalmPons can assist you in tracking your progress toward your goals and monitoring any changes in your email marketing KPIs! We’re excited to work with you in creating the best email marketing strategy for your success.  Read our blog on How To Choose The Right Types of Email Marketing For Your Business.