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Email Marketing Key Metrics

In this email marketing metrics 2021 guide, we explained to you much more than just the basic key metrics of email marketing. Our main goal was to help you set up a strong foundation for your email marketing campaign and we hope we succeeded with that. Whether you’re running an email outreach campaign, using one of the most popular email marketing automation platforms like Autopilot or Drip or you’re among the few brave marketers who still manage their campaigns with GMass, these metrics can help you discover what’s working and uncover potential causes for concern. We know, it’s a bit far out to be thinking about 2021, but as the saying goes, you’re only one year away from oblivion – so prepare for the future early. We’ve got some solid ideas for broadening email marketing KPIs for businesses looking to make an impact in their first year or establishing Email Marketing KPIs for their 2021 goals!

Email marketing metrics 2021 study is an in-depth look at email marketing benchmarks and best practices as they apply to email marketers in different industries. So email marketers, either established or aspiring, what are the main KPIs for email marketing? It all boils down to the BV and ARPU. The chances that you’d be successful in your email marketing campaigns will greatly depend on how well you’re able to influence them. No matter what channels you choose or what techniques you employ, don’t lose sight of these two metrics. Rely on them as guideposts to help keep you on track with your goals and objectives. If you’re able to build a breach in the subscriber base and increase average revenue per user, more power to you! If you would like to use email marketing as your lowest cost acquisition channel, the above are the KPIs you should track. You’ll be able to benchmark different elements of your campaign, and make adjustments as needed. Remember, it is a lot easier to adjust your metrics for improvement than for decline.

Over the last few years, email marketing has become a key pillar of any meaningful digital marketing strategy. However, many marketers now struggle with measuring the effectiveness of their email campaigns and making data-driven decisions that help improve results going forward. To help address this issue, we created this guide to give you an overview of some key metrics that can be used to measure the success of your email marketing efforts.

8 Essentials Email Marketing Metrics To Measure

The most important metrics for email marketing are open rate, click-through rate, and unsubscribe rate. The first two can be used to see if your emails are getting opened or clicked on by subscribers. The last one is important because it indicates whether or not you are sending content that resonates with your audience. You want to keep an eye on these three metrics at all times so you can make changes when necessary. If a subject line isn’t working well or people aren’t opening your emails anymore, then change it up! It will help boost engagement levels across the board and keep people coming back for more great content in their inboxes every day (or week).

1. Open rate

  • Open rate

Your open rate is the number of people who opened your email, divided by the total number of emails sent. It’s important because it shows how well your email is performing and whether your content is relevant to your audience. If you’re sending a lot of emails with high open rates but low clickthrough rates, this could mean that your subscribers are reading but not clicking through to read more or engage with other content on your site (like blog posts).

2. Click-through rate (CTR)

Click-through rate (CTR) is the number of people who clicked your email divided by the total number of people who received your email. In other words, it’s a measure of how interested your audience was in what you were sending them. To calculate click-through rate, divide all clicks by all opens:

(Number of clicks / Total number of opens) x 100 = Click-Through Rate

3. Click to open rate (CTOR)

Click-to-open rate (CTOR) is the percentage of emails opened that have a link to another page. This metric measures how relevant your content is to your audience and how well your email marketing strategy is working, as well as how much interest there is in what you’re offering.

The higher this number, the better.

4. Conversion rate

The conversion rate is the number of conversions divided by the number of clicks to your email. A good conversion rate is 2-4%. The average for all industries is 1.9%. If your current conversion rate is low, you need to try to improve it or you will lose money.

The easiest way to increase your email marketing program’s conversions is to make sure that each email has a strong call-to-action (CTA). Your CTA should be clearly visible at the top of every email, and should never be buried in another section or hidden behind an image.

5. Bounce rate

Bounce rate is the percentage of emails that were delivered to a recipient’s inbox but not opened. In other words, it’s the number of people who clicked on your email and then left without reading it.

This metric is crucial because it tells you how many people didn’t even bother to look at your email (or worse, opened it and then immediately hit “delete”). You want as low a bounce rate as possible for several reasons:

  • Your relationships with subscribers will suffer if they feel like you’re spamming them with irrelevant content.
  • Your open rates will be lower if subscribers are avoiding clicking on any emails that come from you.
  • If your bounce rate is high enough, ISPs might block more of your messages in the future – which means less exposure for you!

6. Unsubscribe or opt-out rate

Unsubscribe or opt-out rate is the number of people who unsubscribe from your email list. When your subscriber count decreases, it means that you have a few people unsubscribing from your list.

Unsubscribers are not all bad news, but they could be, depending on how often you send out emails and the way you write your content. For example, if you have a low open rate then there must be something wrong with the way you’re writing your subject lines because people don’t want to read what’s inside. They’ll just click on “unsubscribe” instead of reading what comes next if they’re not interested in what you have to say at all!

It’s also important to note that every time someone clicks on “unsubscribe” and leaves your list it will cost their business money (and yours). Every time this happens it costs $0.40 per person who clicked away from their inboxes without even opening up an email message first! That adds up quickly over time when multiplied by thousands upon thousands of recipients who decide not only against opening any new messages sent out by other subscribers but also actively closing themselves off from future communication altogether.”

7. Forwards and shares

Forwarding and sharing are a sign of engagement.

Forwarding is a natural part of email communication, especially when you’re communicating with people you know well. When we receive emails from someone we trust or have a good relationship with, we feel more compelled to pass on the message than if it were from someone we don’t know as well. It’s why many marketers include “forward this email to a friend” buttons in their email campaigns—it encourages users to share content with others and build relationships between potential customers for your brand!

When someone forwards an email, they’re telling their friends that they found value in something you sent them—and hopefully that value will be enough for those friends to open up their inboxes and check out what’s going on at your company too! Forwarding also shows a certain level of interest because people generally only forward things they think might be interesting or useful in some way (even if it’s just entertaining). This could mean that readers are intrigued by what they’ve seen so far (or not), but either way it means there was something worth forwarding along based on its perceived value alone!

8. Customer lifetime value (CLV)

Customer lifetime value (CLV) is the total projected future revenue from your customers over their entire relationship with you. It’s a valuable metric for understanding how much each customer is worth to you, and it helps guide decisions about everything from pricing to marketing spend.

The formula for CLV looks like this:

CLV = sum of all future revenues generated by a single customer

  • divided by
  • number of years that customer stays loyal to your business

Email marketing is a key pillar of any meaningful digital marketing strategy and with the right metrics you can optimize your efforts to maximize the value of your email messaging campaigns

Email marketing is a key pillar of any meaningful digital marketing strategy and with the right metrics you can optimize your efforts to maximize the value of your email messaging campaigns.

Email marketing is a key pillar of any meaningful digital marketing strategy and with the right metrics you can optimize your efforts to maximize the value of your email messaging campaigns.


If you have not yet begun to measure these key metrics, it’s time to get started! You can use the above list as a starting point for your own email marketing strategy. Once you have identified which metrics best reflect your business goals and what data is available, we recommend you start with those first. Then, take some time to review past performance—particularly around opens and clicks—and ask yourself what they might mean in terms of how well your message resonates with customers or leads.

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