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Best Metrics For Email Marketing

The email marketing metrics benchmark report is the best place to start when choosing strategies and setting goals for email campaigns. In this study, email marketing benchmarks are compared with other digital channels and marketing activities such as Facebook, Twitter, and SEO. The study cover various topics like the ROI of email campaigns.

Email marketing is one of the most cost-effective digital marketing tactics. When you have a compelling email, you will see plenty of success and engagement. However, without the proper email marketing metrics benchmark, you might not be sure if your emails are effective or not.

Click-through Rate

Click-through rate is the number of recipients who click on a link in an email. It’s a good way to determine which content or offers are most popular among your subscribers.

Click-through rates can be higher than open rates because they account for people who might have opened an email and then decided not to click through, or simply not seen it at all.

Open Rate

Open Rate

Open rate is the number of people who open your emails. It’s calculated by taking the number of opens and dividing it by the total number of delivered emails. The higher your open rates, the more people are interested in what you have to say!

Conversion Rate

You should be using a call to action in the body of the email. The goal of your email is to get people to convert, which means you will need to provide a clear path for them to take action. Use a unique landing page for every email campaign, and make sure it’s responsive so that it looks good on mobile devices.

Make sure your emails look great in all browsers and operating systems (you can do this by making sure they’re coded with HTML). If you haven’t already, invest in an automated testing tool like MailChimp’s A/B testing feature or HubSpot’s Inbox Marketer that analyzes which subject lines are most effective based on open rates and click-throughs.

Having trouble coming up with ideas for what kinds of content will help you achieve better open rates? Consider using something like Wishpond’s Content Planning Toolkit that generates ideas based on what works best for other businesses in similar industries as yours (for example: “The Ultimate Guide” style guides).

List Growth Rate

List growth rate is a key metric for any email marketing campaign. It measures the number of new subscribers to your email list over a set period of time, which can be very useful in gauging the performance of your marketing efforts and identifying opportunities for improvement.

List growth rate is calculated by taking the number of new subscribers in one month, dividing that number by the total number of subscribers at the end of the previous month, then multiplying by 100%. For example:

  • January’s total # of subscribers was 1,000 (sending email campaigns only to existing customers)
  • February’s total # of subscribers was 600 (sending additional campaigns to those who signed up for an event)
  • March’s total # = 1,200 (250 more than February)

The list growth rate for this company would be calculated as follows:

New Subscribers/Existing Subscribers x 100 = 25% increase from 2nd month to 3rd month

List Churn Rate

List churn rate is the percentage of people who unsubscribe from your email list over a specific period of time. Churn rate is an important metric because it shows you how many people are leaving your email list, which can indicate that something isn’t working and you need to fix it.

The higher your churn rate, the more likely it is that someone won’t see any value in what you’re sending them. The lower your churn rate, the more likely they are to continue opening and reading emails from you.

each email campaign measures success a little differently.

There are a variety of metrics that you can use to measure the success of your email marketing campaigns. The key is to understand what it is you want to achieve with your campaign and then apply the appropriate metrics. For example, if one of your goals is simply to get people onto your website, then open rate may be enough. However, if you want people to take action onsite, such as subscribing or purchasing a product, then click-through rate (CTR) might be more important than open rate.

According to Mailchimp, email open rate is the percentage of people who open an email.

According to Mailchimp, email open rate is the percentage of people who open an email. It’s an important metric for email marketers and can be used to improve your email marketing efforts.

The email open rate is also one way of assessing how well your emails are being delivered (and received) by your recipients.

According to Campaign Monitor, the average email click-through rate is 2.69%.

You may be surprised to learn that the average click-through rate is just 2.69%. This means that only 2.69% of people who receive your email actually click on your link. That’s a lot of people who don’t even bother reading what you send them!

If you want to stand out from the crowd, consider taking a look at this benchmark and seeing how it compares to your own results. If your numbers are lower than average, take steps to improve them by testing different subject lines or sending more emails so that more people have the opportunity to interact with them (assuming they aren’t spammy).

According to MarketingSherpa and Smart Insights, conversion rates for emails with a single call-to-action are about 5%, but only 1% for those with multiple CTA’s.

If you want to improve your email marketing, then you need to know what metrics matter. The following chart shows the expected results for different goals, based on industry benchmarks:

  • Open rate: 20% – 30%
  • Click-through rate: 1% – 2% for emails without a single CTA; 5% – 8% for those with a single CTA; 15%+ for emails with more than one call-to-action
  • Conversion rate (of those who opened your email): 0.5% – 1%.

According to Experian, the average global open rate for all industries is 18% in Q1 2018.

Let’s look at some of the most important metrics that should be in your email marketing toolkit:

  • Open rate
  • Click-through rate (CTR)
  • Conversion rate

According to Mailchimp, Fashion and Apparel has an average of 5.6% click-through rate.

  • What industries have the highest average click-through rates?
  • What industries have the lowest average click-through rates?
  • What is the average email click through rate for your industry?
  • How does that compare to other industries or campaigns in your industry?

The open rate for email marketing was 28%, according to the Direct Marketing Association’s “2016 Statistical Fact Book” (DMA).

The open rate for email marketing was 28%, according to the Direct Marketing Association’s “2016 Statistical Fact Book” (DMA).

The click-through rate was 3.5%, and the average number of links in an email message is 2.8, according to the DMA.

What Is the Average Click-Through Rate? What Is Yours? MailChimp found that across all industries, the average click-through rate (CTR) was 2.62% in 2017, but varied greatly by industry. For example, it was 6.53% for e-commerce businesses and only 0.67% for nonprofit organizations.

Click-through rate (CTR) is the percentage of recipients who click on a link in an email message. It’s a useful metric to track because it indicates how many people are interested enough in your content to take action. If you want to know what you can do to increase your CTR, here are some tips:

  • Use a compelling subject line with an offer that makes sense for your business and its audience.
  • Make sure your calls-to-action (CTAs) are clear and immediately visible on any device. Use text and images that resonate with your audience—for example, if you’re selling travel packages for families, consider using family photos in your CTA buttons; if you’re promoting an event featuring local artists, integrate elements from the artwork into the design.*Track clicks as well as opens so you can see which types of content work best at getting people engaged.*If possible, include links within messages rather than making them clickable only outside of emails; this will help prevent spam filters from blocking them entirely.*Remember that people expect emails from brands they trust—so always make sure yours looks professional!


Email marketing is one of the most effective ways to get your business in front of potential customers. However, keeping track of which metrics to track and how to measure success can be incredibly complex; but we’re here to break it down for you. By focusing on leads, email open rates and click through rates, businesses can determine what worked overall, what campaigns were a hit, and where there are opportunities for improvement. Every metrics can tell you something important about your email campaigns. Each is a key piece of the puzzle in determining what your audience is looking for from your email marketing campaigns and how to create them to get the best results. Understanding the metrics will help your email marketing reach its full potential.

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