Email Marketing KPIs and Metrics You Need to Know

KPIs, or key performance indicators, are measurable values that show how well you are achieving your email marketing goals and objectives. But it is most important to know which metrics are important, so by knowing them we can scale our email marketing and make valuable decisions. In this blog, we'll discuss the most important email marketing key performance indicators. So let's dive in.

What are KPIs in email marketing?

Email campaign kpis are metrics that measure the performance and effectiveness of your email campaigns. They help you track your goals, understand your audience, and improve your strategy. They provide insights including different aspects of the campaign and help you to make data-driven decisions to optimize future strategies.

10+ Email marketing KPIs to measure your campaigns

By monitoring these email campaign kpis indicators, you can see how well your email marketing is working and how to make data-driven decisions to optimize future campaigns. Here are some common KPIs in email marketing.

1. Delivery Rate

The delivery rate in email marketing is the percentage of emails that are successfully delivered to your subscribers' inboxes.

Here's a simple formula:

Delivery rate = (Emails delivered / Emails sent) x 100

A high delivery rate is important because it means that more of your recipients will see your email in their inboxes, giving you a higher chance of engaging with them and achieving your campaign goals.

2. Open Rate

The open rate in email marketing is the percentage of subscribers that open a specific email out of the total number of your subscribers.

Here's a simple formula:

Open rate = (Unique Email opens /Total Emails delivered) x 100

Tracking open rates provides insights into how often people look forward to your emails, the effectiveness of your subject lines, and the type of content that is most interesting to your audience

3. Click-Through Rate (CTR)

Click-through rate, or CTR, is a metric that measures how many people clicked on a link or a button that is in your email.

Here's the formula

CTR = (Clicks on a link / Number of Delivered Emails) x 100

This metric provides insights into the effectiveness of your email content and the extent to which it drives recipients to take action. A higher CTR indicates that your email content is resonating with your audience and prompting them to interact with your call-to-action (CTA) or links.

4. Bounce Rate

The bounce rate in email marketing is the percentage of sent emails that could not be delivered successfully to the recipient's inbox.

Here's the formula:

Bounce rate = (Number of Bounced Emails/Number of Sent Emails) x 100

Bounces rate occur when emails cannot be delivered to email addresses, and they can be classified as

Hard bounces

Hard bounces occur when an email address is invalid or doesn't exist, making it impossible to deliver the message.

Soft bounces

Soft bounces are temporary issues, such as the email being too large or the recipient's email server experiencing an outage.

High bounce rates can hurt the sender's reputation, and negatively affect your email marketing performance and they often arise when marketers use stale mailing lists or make errors when importing or entering addresses. It's important to keep the bounce rate low.

5. Mobile click-to-open Rate

The mobile click-to-open rate in email marketing is the percentage of recipients who open and click on a link or a button in your email on a mobile device.

Here's the formula:

Mobile CTOR = (Mobile clicks on a link / Mobile unique opens) x 100

This metric provides insights about the effectiveness of the email content specifically for mobile users. It shows how well your email is designed and optimized for mobile users, and how relevant and engaging your email content is for them.

6. Conversion Rate

The conversion rate in email marketing is the percentage of recipients who take the action that you want them to take after opening your email.

Here's the formula:

Conversion rate = (Number of Conversions / Number of Delivered Emails) x 100

For example, if you send an email to promote a product or service, the conversion rate is the percentage of recipients who click on the link or button in your email and make a purchase or sign up. The conversion rate shows how effective your email campaign is in achieving your business goals.

7. Unsubscribe Rate

The Unsubscribe Rate in email marketing is a key metric that measures the percentage of email subscribers who choose to opt out or unsubscribe from your email list after receiving a particular email from a campaign.

Here's the formula:

Unsubscribe Rate = (Number of Unsubscribes / Number of Delivered Emails) x 100

It reflects how satisfied your audience is with your email frequency, quality, and relevance. A high unsubscribe rate means that your emails are not meeting your subscribers' expectations or preferences, which can damage your relationship and reputation.

8. List Growth Rate

The list growth rate in email marketing is a metric that measures how fast your email list is growing or shrinking over a given period of time.

Here's the formula:

List Growth Rate = [(New subscribers - Unsubscribes) / Previous list size] x 100

The list growth rate is an important indicator of the health and performance of your email marketing strategy. A positive list growth rate means that you are attracting more subscribers than you are losing, which can lead to more engagement, conversions, and revenue. A negative list growth rate means that you are losing more subscribers than you are gaining, which can hurt your reputation, deliverability, and ROI.

9. Email Sharing/Forwarding Rate

The email sharing/forwarding rate in email marketing is a metric that measures how often your subscribers share or forward your email content to others.

Here's the formula:

Email Sharing/Forwarding Rate = (Number of Shares/Forwards / Number of Delivered Emails) x 100

It indicates how much your subscribers value and trust your email content, and how likely they are to spread the word about your brand or offer. A high email sharing/forwarding rate means that your emails are generating positive word-of-mouth and reaching a wider audience.

10. Revenue per Email

Revenue per email (RPE) in email marketing is a metric that measures how much revenue each email generates for your business.

Here's the formula:

List Growth Rate = (Total Revenue Generated / Number of Delivered Emails)

It is similar to revenue per recipient (RPR), but it uses the number of emails sent instead of the number of emails delivered. RPE is useful for estimating the potential revenue of your email campaigns and comparing the performance of different email types or segments.

11. Overall Return on Investment (ROI)

The overall return on investment (ROI) in email marketing is a metric that measures how much profit you make from your email marketing campaigns compared to how much you spend on them.

Here's the formula:

ROI = (Net profit from email marketing / Total investment in email marketing) x 100

It is a way of evaluating the efficiency and effectiveness of your email marketing strategy. The higher the ROI, the more successful your email marketing is.

Measure all your email marketing KPIs with Boost Inbox

Email marketing success is not just about sending emails, it's about understanding, optimizing, and conquering key performance indicators (KPIs).

However, measuring email marketing KPIs can be challenging and time-consuming. You need to collect and analyze data from different sources, such as your email service provider, your website analytics, and your CRM system. You also need to choose the right KPIs for your business.

That's where Boost Inbox comes in. Our tool is designed to help you measure all your email marketing KPIs in one place, making it easy to track your progress and identify areas for improvement. Whether you're a seasoned email marketer or just getting started, Boost Inbox tool can help you take your campaigns to the next level.

Conclusion

By tracking and analyzing these email marketing KPIs in 2024, such as Delivery rate, Open rate, Mobile click-to-open rate, and Conversion rate you can gain valuable insights into your email performance and optimize your strategy for better results. You can also use Boost Inbox tools to help you measure and improve your email marketing KPIs. For more information get in touch with us