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Email Marketing Campaign KPIs

KPI stands for Key Performance Indicator. KPI’s help managers focus on what is important and measure whether it has been achieved. In effective business management, the primary objective is to achieve desired results; KPI’s are used to determine if these goals have been met. The key result area is that it is a set of relevant metrics and key performance indicators (KPIs) that are used to monitor the progress of an email marketing campaign. This involves looking at various factors such as which messages from your database performed well, which email marketing services contributed towards this success, how many messages were sent out, what were the response rates for each message and so on.

Email Marketing Campaign KPIs report helps you to monitor your email campaign performance, track the progress and focus on what’s important. It’s a great way to stay updated on the most important metrics of your email marketing campaigns. Email marketing kpis 2021: First step to success! If your campaign is a success, you will know it by the numbers. Tracking key metrics will help you determine the success or failure of your email marketing campaigns. This can be achieved by setting up key performance indicators (KPIs) beforehand and measuring them during different stages of the campaign. Email is one of the most powerful tools in an organization’s marketing toolkit. If you’re looking for email marketing kpis 2021 and 2022, this post will help you start your journey to a successful email marketing campaign.

email marketing is a deep and complex subject. There are hundreds of different metrics that marketers can track, compare, and analyze in order to better understand the performance of their campaigns. This information can be used to tweak email copy, optimize lists for specific types of audiences, and improve email deliverability rates. In this article we will examine five key KPIs for measuring email marketing success: open rate, click rate, unsubscribe rate, conversion rate, reply rate.

Open Rate

Open rate is the number of people who opened your email divided by the number of people on your list. It’s like a percentage and it can be calculated using the following formula:

Open Rate = (Total Opens / Total Emails Sent) * 100

It’s important to note that open rates can vary based on how many times you send out an email campaign. If you send an email once, then get 10% opens, but then send another one with a similar subject line and only get 5% opens, it doesn’t mean that your content quality has changed—it could just be that fewer people were interested in what you had to say this time around. However, if there’s consistently low engagement with any given campaign topic/subject line combo over time (i.e., below 20%), then something may need tweaking with either the format or frequency of sending out those messages in order for them to feel relevant enough for recipients’ needs at that particular moment in time.”

Click Rate

Click rate is the percentage of clicks on an email, and it’s one of the most important metrics to track. The higher your click-through rate is, the more engaged your audience is with your emails.

When you send out an email campaign and get a high click-through rate, it means that people are engaging with what you’re sending them. They’re reading every word carefully, they’re paying attention to what’s going on in each email and they want more information about what you have to offer. This metric can be used as a measure for how effective an email marketing campaign is for reaching customers or clients—if people are clicking through your emails regularly then there’s obviously something about them that catches their eye!

  • One thing I like about this blog post:* This article provides useful insight into best practices for using email marketing campaigns to reach new audiences and customers.

Unsubscribe Rate

The unsubscribe rate is a helpful metric to keep track of, as it shows you how many subscribers have chosen to disconnect from your list. A high unsubscribe rate can be good or bad, depending on the context. If you’ve sent out one email campaign and got an 80% unsubscribe rate, that would indicate that people aren’t interested in what you’re sending them and they’d rather not receive any more emails from you at all. On the other hand, if your overall average unsubscribe rate is 10%, but suddenly jumps up to 20% for a single campaign without explanation, then it’s likely that something went wrong during production (poor subject lines, poor formatting) that caused an unusually high percentage of subscribers to opt out. This can help inform future campaigns so that similar mistakes are avoided again in future campaigns.

Conversion Rate

Conversion rates are one of the most important KPIs for email marketing campaigns. The conversion rate is the percentage of users who take a specific action on your site, such as buying a product or signing up to subscribe to your newsletter. It’s calculated by dividing the number of sales by the number of unique visitors, which gets us our first key insight:

A higher conversion rate means you’re doing better at converting people into customers, but it’s only half the story. You also want to know how many people are visiting your website in general, so that you can compare this number against different time periods (for example, week vs month vs year) and see if they’re increasing or decreasing over time.

Reply Rate

A reply rate is the number of respondents to an email divided by the total number of emails sent. It’s a good way to measure the effectiveness of your email marketing campaign because it shows how many people have responded to your offer or request.

The higher your reply rate, the better!


Return on investment (ROI) and ROAS are two KPI metrics that describe your email marketing campaign’s performance. ROI is a metric used to measure how much money you made per dollar spent on the email marketing campaign. It’s calculated by taking the revenue generated by your campaign and dividing it by the cost of running the campaign. Return on ad spend (ROAS) measures how much more profitable your emails were than clicks alone would have been at their base cost.

Bounce Rate

Bounce rate is the percentage of emails that are sent to the recipient’s spam folder. A high bounce rate means that more people are marking your emails as spam, which can negatively affect your email marketing efforts.

To lower your bounce rate, you should make sure that your unsubscribe link is easy for customers to find and that it isn’t buried under links or text in an email. You should also make sure that every time someone clicks on a link or opens one of your attachments they are taken directly to a landing page where they can complete their desired action without having to fill in any information or click on any links before receiving their requested response (such as a download).


If you have no idea what a KPI is, we can help.

A key performance indicator (KPI) is a measurement that helps you gauge the success of your email marketing campaign. It’s usually used to track the progress of a specific campaign, such as the number of people who clicked on links in your emails or how many sales were generated from those clicks. There are hundreds of different KPIs, but these are some common ones:

  • Clicks on links (opens and clicks)
  • Number of purchases made after clicking on links in an email message
  • Time spent reading each message or newsletter before closing out/deleting it (a high number could mean that readers aren’t finding what they’re looking for quickly enough)


If you are looking for new ways to measure your email marketing campaigns, these KPIs can help you gain a more accurate understanding of the way that your emails are performing. Keep an eye on these key performance indicators and how they change over time, so that you know what is working and what isn’t! Email marketing is much alive and here to stay in the next 2 years, it is expected by many experts to be a major driver for increasing sales and advanced communication across multiple industries. Now that you understand the purpose of each KPI mentioned in the infographic above, you can better monitor your email campaigns performance, see what works best for you, increase customer interaction and engagement, to ultimately accelerate your business growth. Key Performance Indicators are crucial in order to track the success of a marketing campaign. If a campaign is not successful, then things can be adjusted beforehand rather than after spending hundreds or even thousands of dollars on a campaign that did not perform as well as planned. Using these KPI’s will help you monitor how well your campaigns are performing and will help you adjust certain things before you spend your hard earned money on something that isn’t working out for you.

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