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Best KPIs For Email Marketing

Email marketing KPIs are important if you want to improve the performance of your email marketing efforts. As the head of email marketing for your company, it is important that you keep track of key KPI metrics any time that you conduct a campaign. So, what should the best email marketing KPIs be for your business? What metrics should you be using to measure success or failure in order to adjust and optimize your existing email marketing techniques? 

Best KPIs for Email Marketing. Before you panic about what might or might not be working with your email marketing, you should know that your email campaigns are improving efficiency for your business. You just need to know about it. This article explains why and how to get the most out of your campaigns.

As a part of your email marketing, you can analyze and report on your email performance with KPIs.

  • Open rate
  • Click-through rate
  • Delivery rate
  • Unsubscribe rate
  • Bounce rate
  • Forward rate.

They give you details about how your subscribers are interacting with your emails and help you see the impact of your email marketing strategy.

There are three performance metrics that you should use: open rate, conversion rate and amount of revenue per recipient.

Open rates tell you how well your emails are performing. They show you how many times an email has been opened divided by the number of times it has been sent. If someone opens an email, they’re likely to read it. And when people read what you wrote on your landing page or in your email newsletters, they’re more likely to click through to a landing page within your website where they can purchase something from you or sign up for something else like a webinar or other event that might help them improve their business.

Conversion rates give insight into what happens once someone clicks through from an email campaign—are they buying something? subscribing? taking some other action? Conversion rate tells us this information as well as what percentage of recipients took this action over time so that we know whether our efforts have improved sales over time (or fallen off).

The goal of KPI is not just to measure the success of your email campaigns but also to understand why certain goals were achieved or missed.

The goal of KPI is not just to measure the success of your email campaigns but also to understand why certain goals were achieved or missed.

For example, if you are sending a series of promotional emails and only one out of every 10 people who receive it actually opens the email, that’s a 90% bounce rate. However, if you look at those numbers close enough, you will see that those who open the email are more than likely going to purchase something from us in the future based on their behavior in previous e-commerce purchases. This is important because it helps us understand what works and what doesn’t work when it comes to our marketing strategies. In this case, we know that our current approach isn’t as effective as we had hoped but there is still hope for improvement since our customers tend to spend money with us when they do decide to buy something online!

Some KPIs are relatively simple to understand like average open rates, click-through rates, and unsubscribe rate while others are more complex like revenue per recipient, subscriber lifetime value, etc.

Some KPIs are relatively simple to understand like average open rates, click-through rates, and unsubscribe rate while others are more complex like revenue per recipient, subscriber lifetime value, etc.

Let’s take a look at the two most popular metrics:

  • Open rate. This metric shows how many recipients opened your email. The higher your open rate is the better chance you have at increasing engagement with your subscribers which leads to increased sales or conversions. A good email marketing strategy will focus on increasing this metric over time in order to increase ROI on each email campaign that is sent out.
  • Clickthrough rate (CTR). The number of clicks an advertisement receives divided by the number of times it was viewed by users or customers such as people visiting web sites or mobile apps via search engines like Google or Bing etc., social networking sites such as Facebook and Twitter etc., online ads served up through ad networks such as AdWords™ plus other channels such as direct mail pieces sent out through postal services like USPS™ (United Postal Service) for example…Revenue per recipient (RPR). This metric compares revenue generated from individual recipients against their lifetime value RLPV) which represents how much money an average customer spends with one merchant over time period specified e-mail campaign

As a result, you will be able to identify areas for improvement and make more informed decisions that will help you optimize and improve the results of your email marketing efforts.

Sometimes you may feel like it’s impossible to tell if your email marketing efforts are effective. For example, you may be sending out emails regularly but aren’t sure if they’re reaching their intended audience or performing well. This is where key performance indicators (KPIs) come into play.

The metrics within the following sections can help you understand how well your emails are performing so that you can make informed decisions moving forward.

  • Open rate: The percentage of recipients who open an email, or click through from the subject line to the content.
  • Click-through rate (CTR): The number of clicks divided by total opens or total impressions for an email campaign; often expressed as a percentage value between 0 and 100%.
  • Conversion rate: The number of people who take a specific action after clicking on one of your links divided by all those who opened an email at least once during its lifetime; often expressed as a percentage value between 0 and 100%.

When it comes to analyzing the performance of emails sent through HubSpot, you should use these three performance metrics: open rate, conversion rate, and amount of revenue per recipient.

As you begin to measure the performance of your emails, you should use these three metrics:

  • Open rate: The number of people who opened your email divided by total number of emails sent.
  • Conversion rate: The number of people who clicked on a link in your email and completed some kind of action divided by total number of emails sent.
  • Amount per recipient (or revenue): How much money do you make per person who receives your email?

email marketing kpis 2022

metrics on a spreadsheet

Keeping track of your metrics can be a daunting task. You can either manually write down all the data, or you could use a tool like Google Analytics to automate the process. If you choose to go with the latter option, make sure to check out this guide on optimizing Google Analytics for email campaigns.

In addition to sending out emails regularly (at least once per week), it’s important that you also send out two emails at different times during the day: one in the morning and another in late afternoon/early evening (around 5pm). That way, your subscriber’s inbox won’t get clogged with too many emails all at once—but they’ll still have enough time to open each one!

If you’re getting new subscribers but nobody is opening them…that means something is wrong with either: The subject line isn’t compelling enough; The content needs work; Or maybe even both?

email metrics to measure

It’s important to track the following email metrics:

  • Open rate — The percentage of emails opened. If you have an open rate of 30%, that means that 30% of your subscribers opened at least one email from you in a given time period (usually one month).
  • Click-through rate — The number of clicks on links or buttons within the emails divided by the total number of emails sent. If you have a click-through rate of 1%, that means that 1% of your recipients clicked on something in an email you sent them during a given time period (usually one month).
  • Conversion rate — A conversion occurs when someone takes action after receiving your email. There are three types: Lead conversion, transaction conversion and revenue conversion. These conversions can be tracked using tags like or .You should also use unique labels for each goal so it’s easy for teams across the company to identify which links were clicked on and how many leads were generated from each campaign separately without having to add additional code into their website templates every time they want to see which traffic came from which campaign vs just looking at aggregates across all channels together like most companies do today!

email analytics reports and statistics

  • Salesforce Email Statistics
  • Pardot Marketing Metrics
  • Pardot Email Marketing Metrics
  • Pardot Email Metrics
  • Salesforce Email Campaign Metrics

what percentage of email is opened free

The average open rate for all industries is 21.33%.

If you want to get the most out of your emails and make them as effective as possible, it’s important to know how your email marketing is doing. You need to understand what kind of response you’re getting from your subscribers and how that relates to your overall campaign goals.

how many emails does the average person receive per day

The average person receives 88 emails per day. But that number can be misleading. There are many factors that influence how many emails a person receives, including the number of subscriptions they have, their professional role, and their email client settings.

For instance, an online marketer who gets into the inbox of thousands of people might receive 120+ messages every day. An average open rate is 22.86% while click-through rates vary from 3% to 4%. The click-to-open rate is 15%.

kpi for marketing email campaign

But before you start to send emails, it’s important to define the problem. For example, if your business wants to increase sales, then your goal would be something like “increase revenue from email marketing campaigns by 20%.”

Our suggestion is that you set goals for every segment of your list (such as product lines or regions) rather than just one goal for all of them combined. This is because each group has its own needs and expectations and may respond differently when they receive an email campaign.

It’s also worth suggesting that these goals are ambitious but realistic—you want to challenge yourself but not become frustrated if things don’t go according to plan!

For example: “I’m going to run two miles in under 10 minutes by February 2021.” Or perhaps: “I’ll read one book every week by December 2020.”

what is average open rate for email marketing

If you’re wondering what an average open rate for email marketing is, there are a few things you should know. First, it’s important to note that when we talk about “average,” this isn’t necessarily the number that will work for your business or industry. Your numbers may vary greatly from others in your industry and even within your own company based on how frequently you send emails, how long they are, and how engaged your recipients are with them. Email open rates can be measured by sending out a series of test emails to different groups with varying subject lines and content to get an idea of which types of messages work better than others.

Once you’ve established which types of emails perform best among recipients at large (and within specific demographics), focus on optimizing those templates for each segment so that everyone gets the same value from delivery of messages but only receives relevant information tailored specifically toward their needs. This also means you’ll want to track click-through rates as well as opens; if people don’t click through from an email then there’s no way for them to take advantage of whatever offer was being promoted!

email marketing benchmarks 2018

Email marketing benchmarks are important to keep an eye on, as they can help you improve your email efforts. Email marketing KPIs measure the effectiveness of your emails and give you a clear picture of where you stand against your competitors. You can use these benchmarks to set goals for growth in 2019 (and beyond).

Benchmark data is available from industry-wide sources like Pardot, MailChimp and Hubspot but these numbers only provide a baseline metric—they don’t tell you anything about how well or poorly your campaign performed relative to others in your industry.

The following metrics will help paint a clearer picture:

  • What percentage of emails are read?
  • What is open rate in email marketing?
  • What percentage of people click through from each email?

how many emails does the average person get a day 2018

  • You receive between 90 and 100 emails per day, with the average being 126.1 billion.
  • Businesses send over 100 billion emails per day, with the average office worker receiving 121 and sending 40 themselves.

what is good open rate for marketing email

  • Open Rate: The percentage of emails that you sent that were opened by recipients. This is a key indicator of the success of your email marketing campaigns.
  • Click-Through Rate: The percentage of users who clicked on links within an email. This can help you gauge whether or not your content is engaging enough for readers to want to click through.
  • Bounce Rate: The percentage of emails that are delivered successfully, but then bounce back because they weren’t opened or bounced due to an invalid address (bounced).

How much can you expect from your KPIs?

So what can you expect from your email marketing KPI?

  • Email open rate: This is the number of people who opened your email.
  • Email click through rate: This is the percentage of emails that were opened and also clicked on a link within the email.
  • Email click to open rate: This is the percentage of emails that were opened, then clicked on a link within the email.
  • Unsubscribe rate: How many people unsubscribed from your list over time.
  • Bounce rate: How many emails bounced back to you due to various reasons (usually an invalid address), or because they weren’t delivered at all (this happens if someone doesn’t have internet access).
  • Conversion rate: Number of people who complete an action once they’ve received one of your marketing messages (e.g., buy a product/service, sign up for something).
  • List growth rate: Percentage increase in size over time; this may not be as important as other metrics depending on industry but still worth tracking nonetheless. It’s helpful for determining whether or not there are any seasonal trends influencing results (e.g., holiday seasons).


Email marketing KPIs are always improving. With the best email marketing companies onboard, email has evolved from a mass messaging to a custom communication channel. We used data from on demand CRM solution provider Hubspot to benchmark some of the top email marketing KPIs in 2018. For more visit our website Email Tools Pro

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