MailChimp Email Marketing KPIs is a great way to improve your email marketing campaign. By setting up effective email metrics, you can measure the success of your email campaigns and make changes as needed. There are many different MailChimp Email Marketing KPIs, so it’s important to find the ones that best align with your business goals. You can also use these same metrics in other marketing channels, like social media, to help grow your audience and brand.

Let’s take a look at the Best Email Marketing KPIs, email marketing kpis 2022 and email marketing kpis 2021.

What are MailChimp Email Marketing KPIs?

MailChimp Email Marketing KPIs are metrics that help you measure your campaign’s success. These metrics include engagement, conversion rates, and other performance metrics. To improve your campaign performance, you need to track these metrics and compare them to what you expect.

How to Improve Your Campaign Performance

One way to improve your campaign performance is by using the right automation tools. This will allow you to automate tasks in your campaigns so that you can focus on more important things. Additionally, using the right marketing channels will help you reach more people and increase your chances of converting leads into customers. By following these tips, you can improve your campaign performance and make sure that your business comes first.

How to Improve Your MailChimp Email Marketing Statistics.

Best Email Marketing KPIs

MailChimp is a popular email marketing platform that provides users with the ability to send automated messages to their list of customers. MailChimp allows you to combine different email campaigns, which can be aimed at different audiences. You can create campaigns that are personalized for your customers, or campaigns that target specific demographics. You can also track your website’s statistics in order to improve your campaign strategy.

To improve your MailChimp email marketing campaign statistics, you can use the following tips:

2.1. Use Statistics to Data-Mine Your lists and Segments

When measuring the success of your email marketing campaigns, it is important to understand how well they are performing against other similar campaigns run by other businesses. This information will allow you to make changes and adjustments on the fly so that you are meeting or exceeding customer needs as closely as possible. To do this, start by analyzing your list and segments for trends and behavior.

2.2. Optimize Your List Navigation

If you have an existing list of customers, making sure that each individual has easy access to their favorite features and tools is key in optimizing the performance of yourcampaigns (and ultimately increasing leads). By creating powerful onboarding processes and providing helpful tutorials on how best to use each function, you will help keep customers engaged and returning for more business from now until eventually they become regulars!

Best Email Marketing KPIs

Best Email Marketing KPIs
  1. Clickthrough Rate
  • What It Is: The proportion of email recipients who clicked on one or more of the email’s links.
  • How to Determine It: (Number of emails delivered x (total clicks OR unique clicks)) * 100
  • Example: 5% clickthrough rate equals 500 total clicks x 10,000 emails delivered x 100

(In the calculation above, either total clicks or unique clicks work as long as you apply the same methodology consistently.)

Asking an email marketer what metrics they track will probably result in them mentioning clickthrough rate (CTR) as the first response.

It’s what I like to refer to as the “day-to-day” email marketing metric because it makes it simple to determine the effectiveness of each and every email you send. From there, you can monitor the evolution of your CTR.

Since A/B tests are frequently created with the goal of discovering fresh approaches to increase email clickthrough rates, CTR is frequently used to ascertain the outcomes of these tests.

The worth of a clickthrough rate

All email marketers should be tracking clickthrough rate because it gives you a clear picture of how many people on your list are interacting with your content and showing interest in finding out more about your company or your offer. Learn what a “good” clickthrough rate is in this blog post by reading industry benchmarks.

  1. Conversion Rate
  • What It Is: The proportion of email recipients who clicked on an email’s link and carried out the desired action, such as completing a lead generation form or making a purchase.
  • How to Determine It: (Number of people who took the desired action divided by the total number of emails sent) * 100
  • Example: 10,000 emails were delivered, and 400 recipients took the desired action, for a conversion rate of 4%.

The next step is usually to persuade an email recipient to convert on your offer, or, in other words, to carry out the action that your email has requested of them, after they have clicked through on your email. Therefore, if you’re sending an email to your audience to invite them to download something free, say,

One of the most crucial metrics for assessing how well you’re achieving your goals is conversion rate because your call-to-action should be directly related to the overall goal of your email marketing and your definition of a conversion is directly related to that call-to-action in your email. (We’ll talk about more precise metrics for goals later.)

You must integrate your email platform and web analytics in order to track conversion rates on your emails. This can be achieved by making specific tracking URLs for your email links that show that the click originated from a particular email campaign.

  1. Bounce Rate
  • What It Is: The proportion of emails you sent overall that were unsuccessful in reaching the recipient’s inbox.
  • How to Determine It:
  • (Number of emails sent – Total bounced emails) * 100
  • Example: 0.75 percent bounce rate equals 75 bounced emails out of 10,000 total emails sent.

“Hard” bounces and “soft” bounces are the two types of bounces to keep track of.

Soft bounces are the result of an issue with a valid email address that is only momentary in nature, such as an overflowing inbox or an issue with the recipient’s server. You can try sending your email message again to soft bounces, or the recipient’s server may hold these emails for delivery once the issue is resolved.

Hard bounces are emails that cannot be delivered because the email address is invalid, closed, or nonexistent. Internet service providers (ISPs) use bounce rates as one of the key variables to determine an email sender’s reputation, so you should immediately remove hard bounce addresses from your email list.

  1. List Growth Rate
  • What It Is: The rate of expansion of your email list.
  • How to Determine It: Total number of email addresses on your list divided by ([(Number of new subscribers) minus (Number of unsubscribes) plus email/spam complaints)]) * 100.
  • 10,000 email addresses on the list * 100 (500 new subscribers – 100 unsubscribes and email/spam complaints) = 4% list growth rate.

Along with the metrics related to calls to action (CTR, conversion rates), you should also monitor the expansion and contraction of your list. Of course, you should be working to increase your list in order to reach a wider audience and establish yourself as a thought leader in your field.

  1. Email Sharing/Forwarding Rate
  • How It Works:
  • the proportion of email recipients who chose to “forward to a friend” or “share this” in order to post email content to a social network.
  • How to Determine It:
  • (Total number of delivered emails * (number of clicks on the share and/or forward buttons)) * 100
  • Example: 10% email sharing/forwarding rate equals 100 clicks on a share/forward button divided by 10,000 delivered emails.

Even though it may not seem like a very significant metric, the rate at which your email recipients forwarded or shared your email with others is undoubtedly one of the most crucial ones you should be monitoring.

Why? because you make new contacts in this way. Your database already contains the people on your email list. Conversion remains the main goal, but this doesn’t help you generate new leads. Start keeping track of how many new people you can add to your database by encouraging your readers to forward your email to a friend or colleague if they found the content to be helpful. For advice on how to persuade people to forward your emails, read this blog post.

  1. Overall ROI
  • What It Is: The overall ROI of your email marketing campaigns. In other words, the ratio of total revenue to total expenditure.
  • How to Determine It:
  • ($increased sales minus ($increased sales minus ($increased campaign investment)) $increased campaign investment] * 100
  • Using the above example, the campaign had a return on investment of 900% ($1,000 in additional sales – $100 invested in the campaign / $100 invested in the campaign).

Although there are other methods of calculating the ROI of your email campaigns, this formula is the simplest. You might favor a different one based on the nature of your business.)

You should be able to calculate the overall ROI of your email marketing, just like you can with any other marketing channel. If you haven’t already, set up a SLA system that allows you to value different lead types according to how likely they are to bring in money for your business.

  1. Open Rate
  • The proportion of email recipients who actually open a particular email.

The majority of email marketers are still going above and beyond to make sure their subject lines are optimized for higher open rates. While this may have a positive effect and more opens are always a good thing, they should really be concentrating on improving their clickthrough rates.

The truth is that open rate is a very deceptive metric for a number of reasons. Most importantly, an email is only considered to have been “opened” if the recipient also receives any attached images. Additionally, a significant portion of your email subscribers probably have image blocking turned on in their email client. This means that even if they open the email, you won’t count them in your open rate, making it a misleading metric for marketers as it understates your actual results.

  1. Unsubscribe Rate

What It Is: The proportion of recipients who remove their email addresses from your send list after opening a specific email.

The unsubscribe rate, like the open rate, is not a reliable indicator of the state of your email list. Many customers who have grown weary of receiving emails from your company won’t bother to follow the official unsubscribe procedure. They’ll simply stop reading, clicking, and opening your emails.

Because of this, using clickthrough and conversion rates to gauge subscriber engagement is much more useful. From there, you can keep an eye out for disinterested subscribers so you can eventually think about removing them, as we discussed earlier.

Email Marketing KPIS 2021

Best Email Marketing KPIs
  • Open rate (OR)

In relation to the total number of emails delivered, the open rate shows how many emails were actually read.

The first two elements of the message that recipients see have a significant impact on the open rate by luring them to read the email.

  • Click-through rate (CTR)

The click-through rate is calculated by dividing the total number of links clicked in an email by the total number of messages sent.

The effectiveness of the subject line affects the open rate, but the email’s overall content—including its images, videos, and call-to-action copy—determines the click-through rate.

  • Click-to-open rate (CTOR)

The CTOR displays the ratio of the number of unique clicks to unique opens.

What do distinct opens and clicks mean?

Unique opens and clicks only include users who have opened or clicked at least once. Total opens and clicks also include multiple instances of the same user (for instance, a user who opens a message ten times per day).

Since it tells you how many users interact with your emails and visit the website rather than immediately closing the message after opening it, the CTOR is the most accurate metric to gauge the level of interaction with your messages. Because of this, the CTOR is also referred to as the reactivity rate.

  • Unsubscribe rate

In a healthy database, the unsubscribe rate should stay below 2% and in any case should be lower than the number of new subscribers. Knowing the number of people unsubscribing from your emails is just as crucial as tracking the subscription rate.

  • Engagement rate

This gauges how actively and actively users interact with the emails they receive.

Email Marketing Kpis 2022

Best Email Marketing KPIs
  1. Bounce rate (soft and hard bounce rates)

The percentage of emails sent that failed to reach their recipients’ inboxes is known as the bounce rate.

It doesn’t guarantee that all 100 emails you send as part of your outreach campaign will be received.

This is so because it’s unusual to have a 100% email deliverability rate.

  2. Open rate

Indeed very self-explanatory, don’t you think?

The proportion of recipients who opened an email is your email open rate KPI.

Your email marketing campaigns can be successfully measured by their open rates. Your email recipients are more likely to open them if they are interested in what you have to say.

However, this does not always imply that your email campaigns are successful.

Open rates typically show how effective your subject lines are.

  1. Click-through rate

Another self-explanatory but significant KPI is click-through rate.

This metric, as its name suggests, shows how many recipients of your email have clicked on a particular link.

All email marketers should be tracking email CTR because it gives you specific information about how many of your email recipients are interacting with you.

Typically, your booking (Calendly) link is located inside of your emails.

And this relates to your value proposition and sales pitch.

In other words, if people aren’t clicking on your links, you’re either not targeting the right audience or they aren’t interested.

  4. Click-to-open rate (CTOR)

How well your email content performs is determined by your click-to-open rate. The ratio between opens and click-throughs is shown here.

How many of the people who opened your email in total actually clicked on a link, in other words?

This email indicator lets you know how well your email’s subject line and body text mesh.

Therefore, if there are many opens but few clicks on your subject line, there was probably a disconnect.

You most likely had a great offer but not the best subject line if you received a lot of clicks but few opens.

  5. Reply rate

The effectiveness of your marketing emails will depend on how direct they are.

This KPI can be calculated by dividing the total number of delivered emails by the number of unique email responses that were received during one campaign.

To get a percentage indicator, multiply the resultant number by 100.

The rates for your upcoming campaigns can then be estimated using this indicator.

Response rates are crucial because they affect how many leads, how many people engage with your content, and how many sales you make.

It also depends on your email’s CTA and “ask” phrase.

  1. Conversion rate

The conversion rate is arguably the most important email marketing KPI.

Because the next objective is to persuade a recipient to take advantage of your offer after they have clicked on your email. To put it another way, you want them to do something specific.

This should not be confused with money or the final ROI. This KPI could be a sale, an event registration, a product subscription, a call reservation, a download, or other action depending on your cold outreach email.

The percentage of people who carried out the desired action from the email sent is essentially what the conversion rate KPI measures.

7. The overall return on email investment (ROI)

This final email indicator zooms out to examine your entire marketing funnel.

You’ll want to determine whether sending emails in the first place is worthwhile based on a specific financial metric when considering your email marketing campaigns in the context of your overall marketing strategy.

This KPI is concerned with the number of leads you actually generated through email marketing and how it relates to a precise revenue figure.

At its core, the overall ROI equals total revenue minus total expenditures.


MailChimp Email Marketing is an effective way to reach a larger audience and boost sales. By improving your campaign performance, website statistics, and email marketing campaign performance, you can improve your chances for success.

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