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Email Marketing Metrics: What They Are and How to Measure Them

Email marketing metrics are the quantifiable measures used to evaluate the effectiveness of an email marketing campaign. These metrics allow businesses to track and analyze their email performance, identify areas for improvement, and optimize their campaigns for better results. It is crucial to track these metrics as they provide valuable insights into the success of email campaigns and help businesses make data-driven decisions.

Top Email Marketing Metrics to Track

Open Rates

Open rates refer to the percentage of recipients who opened an email out of the total number of emails delivered. It measures the effectiveness of the email subject line and preheader text in capturing the recipient’s attention and generating interest.

To calculate open rates, divide the number of emails opened by the number of emails delivered and multiply by 100. The formula for open rates is:
Open Rates = (Emails Opened ÷ Emails Delivered) x 100

Note: Keep in mind that open rates are not always accurate, as some email clients block images by default, which can prevent tracking of email opens.

Strategies to improve open rates:

  • Use a clear and attention-grabbing subject line that accurately reflects the email content
  • Personalize the subject line or preheader text with the recipient’s name or other relevant information
  • Use emojis or symbols in the subject line to make it stand out in the recipient’s inbox
  • Keep the subject line concise and to the point, avoiding spam trigger words and phrases
  • Test different subject lines and preheader text to see which performs best for your audience

Conversion Rates

Conversion rates refer to the percentage of recipients who complete a desired action, such as making a purchase, filling out a form, or downloading a resource. It measures the effectiveness of the email content and the overall campaign in achieving the desired goal.

To calculate conversion rates, divide the number of conversions by the number of emails delivered and multiply by 100. The formula for conversion rates is:

Conversion Rates = (Conversions ÷ Emails Delivered) x 100

Note: The definition of a conversion will depend on the specific goal of the email campaign, and can vary from campaign to campaign.

Strategies to improve conversion rates:

  • Ensure that the email content and landing page align with each other and the CTA
  • Use persuasive language and social proof to encourage recipients to take action
  • Make the conversion process easy and straightforward for the recipient
  • Optimize the email and landing page design for user experience
  • Test different email content, CTAs, and landing pages to see which combination performs best

Bounce Rates

Bounce rates refer to the percentage of emails that were not delivered to the recipient’s inbox, either because the email address was invalid or the email was marked as spam. It measures the quality of the email list and the sender’s reputation.

There are two types of bounce rates: hard bounces and soft bounces. Hard bounces occur when the email address is invalid, while soft bounces occur when the email is temporarily undeliverable. To calculate bounce rates, divide the number of bounced emails by the number of emails sent and multiply by 100. The formula for bounce rates is:

Bounce Rates = (Bounced Emails ÷ Emails Sent) x 100

Note: High bounce rates can negatively impact your sender reputation and may result in emails being marked as spam or not delivered.

Strategies to improve bounce rates:

  • Regularly clean your email list to remove invalid email addresses and inactive subscribers
  • Use double opt-in to ensure that recipients have given explicit consent to receive your emails
  • Avoid using spam trigger words and phrases in your email content and subject lines
  • Monitor your sender reputation and take steps to improve it if necessary
  • Test different email sending practices, such as frequency and volume, to see which reduces bounce rates.

Unsubscribe Rates

Unsubscribe rates refer to the percentage of recipients who opt-out or unsubscribe from your email list after receiving an email. It measures the level of engagement and satisfaction of your email subscribers.

To calculate unsubscribe rates, divide the number of unsubscribes by the number of emails delivered and multiply by 100. The formula for unsubscribe rates is:

Unsubscribe Rates = (Unsubscribes ÷ Emails Delivered) x 100

Note: A high unsubscribe rate may indicate that your email content or frequency needs to meet your subscribers’ expectations.

Strategies to reduce unsubscribe rates:

  • Segment your email list and send targeted content to specific groups of subscribers
  • Use preference centers to allow subscribers to choose the type and frequency of emails they receive
  • Provide valuable and relevant content to your subscribers that aligns with their interests and needs
  • Avoid sending too many emails too frequently
  • Make it easy for subscribers to unsubscribe and honor their requests promptly to build trust and credibility.


ROI stands for Return on Investment and refers to the amount of revenue generated from an email campaign in comparison to the cost of the campaign. It measures the effectiveness and profitability of an email campaign.

To calculate ROI, subtract the cost of the email campaign from the revenue generated and divide the result by the cost of the campaign. Then, multiply the answer by 100. The formula for ROI is:

ROI = ((Revenue – Cost of Campaign) ÷ Cost of Campaign) x 100

Note: A positive ROI indicates that the email campaign generated more revenue than the cost of the campaign, while a negative ROI indicates the opposite.

Strategies to improve ROI:

  • Segment your email list and personalize your content to increase relevance and engagement
  • Test different subject lines, email content, and calls-to-action to optimize conversion rates
  • Use triggered emails and automation to send targeted messages at the right time
  • Monitor and analyze your email metrics to identify areas for improvement and adjust your strategy accordingly
  • Continuously improve your email list quality and sender reputation to ensure deliverability and engagement.


In summary, email marketing metrics are critical to understanding the effectiveness and success of your email campaigns. From open rates to ROI, each metric provides insights into different aspects of your email performance, such as engagement, deliverability, conversion, and revenue. By tracking and analyzing these metrics, you can identify areas for improvement, optimize your email campaigns, and ultimately achieve your marketing goals.

Therefore, we encourage you to implement tracking and optimization strategies to improve your email marketing metrics. Start by identifying the key metrics that align with your goals and use them as a benchmark for your email campaigns. Test different email content, design, and sending practices to optimize your metrics and improve your results. Finally, monitor your metrics regularly and adjust your strategy as needed to ensure that you continue to achieve your marketing objectives.

Remember, email marketing is a powerful tool for building relationships, engaging with your audience, and driving revenue. By mastering your email marketing metrics, you can unlock the full potential of this marketing channel and achieve long-term success.