10 Email Marketing Metrics You NEED to Pay Attention To

Email marketing is a highly effective way to reach your target audience and drive sales for your business. However, creating and sending emails is just the beginning.

To maximize the effectiveness of your email campaigns, you need to measure and analyze their performance regularly.

This is where email marketing metrics come in.

Email marketing metrics are the key performance indicators (KPIs) that allow you to understand how well your emails are performing, what’s working, and what needs improvement.

By paying attention to these email marketing metrics, you can fine-tune your email campaigns, optimize your strategies, and achieve your marketing goals.

In this article, I’ll list the top 10 email marketing metrics you should be paying attention to, including CTR (click-through rate), ROI (return on investment), bounce rate, and many more.

By the end of this article, you will have a better understanding of what these metrics mean, how to measure them, and how to use them to improve your email marketing efforts.

email marketing metrics, email marketing statistics

What are the most important email marketing metrics?

1. Open Rate

The open rate is the percentage of recipients who opened your email.

It’s important to note that this metric only measures the number of people who opened your email, not the number of people who actually read it or took action.

A high open rate indicates that your subject line was effective in grabbing your audience’s attention and encouraging them to open your email.

Although open rate depends on industry, you should expect a number between 15-30%, averaging around 22%.

To improve your open rate, try testing different subject lines to see which ones perform the best. Personalization, using a sense of urgency or curiosity, and keeping your subject line concise can all help improve your open rate.

2. Click-Through Rate (CTR)

The click-through rate (CTR) is the percentage of recipients who clicked on a link within your email.

This metric is important because it indicates whether your email content is engaging enough to encourage your audience to take action.

For reference, the average email marketing CTR is around 2-5%; this does depend on what industry you’re in, but this is roughly where you should aim to be.

To improve your CTR, make sure your email content is relevant, valuable, and easy to digest. Use clear and compelling calls-to-action (CTAs) that are easy to find and understand. You can also test different CTAs to see which ones perform the best.

3. Conversion Rate

The conversion rate is the percentage of recipients who completed the desired action after clicking through from your email.

This could be making a purchase, filling out a form, or signing up for a newsletter.

To improve your conversion rate, make sure your landing page is optimized for conversion. Use clear and persuasive copy, compelling images or videos, and easy-to-use forms. Test different landing pages to see which ones perform the best.

4. Bounce Rate

The bounce rate is the percentage of emails that were undeliverable and bounced back to you.

This can be caused by invalid email addresses or spam filters.

Generally, you want your bounce rate to be below 2%. If your bounce rate is higher than that, then you should look into email list hygiene and management.

A high bounce rate can hurt your email deliverability and indicate that your list needs to be cleaned up. To reduce your bounce rate, regularly remove invalid or inactive email addresses from your list and make sure you are following email marketing best practices to avoid triggering spam filters.

5. List Growth Rate

The list growth rate is the rate at which your email list is growing over time.

This can help you understand the effectiveness of your lead generation strategies.

To calculate your list growth rate, take your number of new email subscribers minus your number of unsubscribes, then divide that number by your total email list size, and multiply by 100.

To improve your list growth rate, make sure you are using a variety of lead generation tactics, such as opt-in forms, social media advertising, and content marketing. Make it easy for people to sign up for your email list by placing opt-in forms in prominent locations on your website.

6. Unsubscribe Rate

The unsubscribe rate is the percentage of recipients who unsubscribed from your email list after receiving your email.

While a high unsubscribe rate can be discouraging, it’s important to remember that not everyone will be interested in your content or products.

On average, your unsubscribe rate should be under 0.1%.

To reduce your unsubscribe rate, make sure your content is relevant and valuable to your audience. Send emails at an appropriate frequency and make it easy for people to unsubscribe if they no longer want to receive your emails.

7. Forward/Share Rate

The forward/share rate is the percentage of recipients who forwarded or shared your email with others. This can help increase your reach and potentially attract new subscribers.

An industry average rate of forwarding/sharing is around 0.02%.

To improve your forward/share rate, make sure your email content is shareable and relevant to your audience. Use social sharing buttons to make it easy for people to share your content with their networks.

8. Revenue Generated

The revenue generated is the amount of revenue generated from your email campaigns.

This is an important metric for measuring the ROI of your email marketing efforts, which is the next email marketing metric on this list.

To improve your revenue generated, make sure your email content is tailored to your audience’s interests and needs. Use personalized recommendations and offers to encourage purchases. Track the revenue generated from each email campaign to understand which ones are the most effective.

9. Return on Investment (ROI)

The return on investment (ROI) is the return on investment of your email marketing campaigns. This can be calculated by dividing the revenue generated by the cost of your email marketing campaign.

The average ROI for email marketing is a staggering 3600%; for every $1 you spend on email marketing, you should expect returns of $36 in value.

To improve your ROI, focus on creating high-quality content that resonates with your audience. Use segmentation and personalization to make sure your emails are relevant and engaging. Test different tactics to see which ones have the highest ROI.

10. Engagement Rate

The engagement rate is the level of engagement that your email campaigns are receiving, which can be measured by the number of social media shares, comments, and likes that your emails receive. This can help you understand the impact your email campaigns are having beyond just email opens and clicks.

To improve your engagement rate, make sure your email content is shareable and valuable to your audience. Use social sharing buttons and encourage your audience to share your content with their networks. Monitor your engagement rate over time to understand how your audience is responding to your content.


Measuring the success of your email marketing campaigns is essential for improving your results and achieving your marketing goals. By paying attention to these top 10 email marketing metrics, you can gain insights into what is working well and what needs improvement. Remember to test different tactics, track your progress over time, and always focus on providing value to your audience.