5 Email Marketing KPIs and Metrics You Should Be Tracking in 2024

Knowing which email marketing KPIs to keep an eye on is critical if you want your efforts to be successful. Email marketing KPIs and metrics will be explained in detail in this article.

In order to get better results from your email campaigns, you need to monitor the most significant KPIs (Key Performance Indicators) for email marketing. You’ll never be able to maximize your email marketing efforts if you don’t do this.

So, what should you be keeping an eye on? With these KPIs, you’ll need to figure out what to do with them.

Email Marketing KPIs and Metrics You Should Be Tracking

In this simple tutorial, we’ll tell you all you need to know.

What are KPIs in Email Marketing?

Email marketing efforts may be measured in a variety of ways using Key Performance Indicators, or KPIs.

There are a slew of various metrics you may keep track of while sending out an email campaign. In the end, who opened your email and what they did after opening it are the most important factors. Email marketing KPIs, on the other hand, might tell a great deal more.

The best email marketing software should be able to show you whatever metrics are most important to you. If you track these marketing KPIs, you’ll be able to fine-tune your email campaigns and get greater results with each one.

Why Do Email Marketing KPIs Matter?

It’s critical to know your email campaign’s effectiveness and how to improve it by using the correct KPIs.

These analytics may help you identify marketing accomplishments and uncover patterns among your subscribers and their online behavior. You may use this information to improve your email campaigns in the future.

If you don’t keep an eye on your email marketing KPIs, you’ll be stumbling about aimlessly, sending out email after email with no idea of how effective it is. Email marketing may be improved if you monitor the correct KPIs and adapt your plan to meet them.

It’s important to know why you’re measuring your KPIs before you begin. To get the most out of any measure you monitor, you must first have a solid marketing plan in place.

Top 5 Email Marketing KPIs You Need to Be Tracking

Despite the fact that the majority of marketers only pay attention to three key performance indicators (KPIs), there are really five crucial email marketing metrics worth paying attention to. Below, we’ll go through each one.

1. Number Of Emails Delivered

number of emails delivered

To begin, see how many emails your campaign really sent out. There is no guarantee that your campaign has reached all 1000 of your list members.

It is quite uncommon to get a 100% success rate in terms of delivery.

To execute and optimise effective email marketing initiatives, it’s critical to understand deliverability.

You should examine the deliverability of your emails once they’ve been sent out. You could discover that just 900 emails were sent to the 1000 recipients on your list. There are a few possible explanations for this.

Deleted or incorrectly spelt email addresses may have shown in your contact list. ISPs may also blacklist advertisers and companies in specific situations. You’re more likely to see this if your IP address is shared.

It’s vital to keep in mind that not all of the emails that are delivered to subscribers wind up in their inboxes. There is still a chance that an email may end up in the Spam bin. It is possible that an email was sent but never received if you notice emails marked as “not delivered.”

Discovering problems with your email marketing platform, your email address, or your email list might help you improve your email deliverability.

2) Placement Rate in Email Inboxes

For marketers, the Inbox Placement Rate (IPR) has become an increasingly significant measure to employ.

The argument we made in the previous paragraph is that not all emails that are sent really reach their intended recipient’s inboxes. Many will be sent to their spam folders without any more action on their part.

Using IPR, you can see how many emails are delivered but never reach the recipient’s inbox. All of your subscribers will see is just one email.

For the sake of argument, let’s pretend you have 1,000 subscribers and a deliverability rate of 90%. In other words, 900 emails were successfully sent. Let’s suppose that of the emails that were sent, you got an IPR of 70%. This indicates that just 630 of the 1,000 emails you sent to your list were delivered to a recipient’s mailbox.

Email marketing KPIs may be more effectively monitored using your IPR figure.

As an email marketer, it’s important to know your IPR so that you can gauge how much of your email content is really read by your receivers.

3. Opened Email Messages

While knowing how many emails were delivered to inboxes is helpful, it does not suffice on its own. A precise count of those emails’ openings is essential information.

When it comes to evaluating whether or not your email receivers are interested in receiving messages from you, the open rate of your emails is a critical metric.

To establish a baseline, keep track of how many emails in a given campaign are opened. Email open rates may fluctuate greatly, so it’s important to keep an eye on them.

Your subject line is the most important factor in determining whether or not your email is opened. The lower your open rates, the more likely it is that your subject lines require work. It’s the subject line that gets people to open your email and continue reading it.

A/B testing your emails with multiple subject lines is a fantastic idea. See which subject line variant has the highest open rate before using it in future email campaigns.

4. Conversion Rate

conversion rate

Next, you’ll want to see how many individuals clicked on a link in your emails.

There should be a clear call-to-action in every effective email marketing campaign. The most common way to do this is to click on a link inside an email. People that clicked on the link in your email are known as click-throughs. For email marketing initiatives, this is one of the most critical KPIs to measure performance.

Your click-through rate isn’t just about how many links you have in your email, but where those links are positioned.

Using your click-through rate, you may determine whether the clicks are above or below the fold (by passing the blink test).

A/B testing two distinct link positions is a smart method. Using the same link, but with a different anchor text or button type, may be an option. You may discover that a blue button has a far greater click-through rate than a red one.

Try to keep track of which link was clicked rather than simply how many times a link was clicked. The unsubscribe link is likely to be counted as a click in your email analytics program, which is a negative thing.

The more you know about your email’s click-through rate, the more you can tailor your content and your call to action.

5. CTR (Click to Open) Rate

The proportion of recipients who open an email and click on a link inside it is known as the Click to Open Rate (CTOR). Email marketing measure relates the number of unique clicks to the number of opened emails.

In order to calculate your CTOR, you divide the number of clicks by the number of opens and multiply that by 100.

You should strive for a click-to-open rate of at least 20% to 30%. You may want to try segmenting your list and sending more personalized emails if your open rate is lower than this. This is a great way to get people more involved.


Your conversion rate may be improved by using the correct KPIs for email marketing regardless of what sort of campaign you’re running or who your email service provider is.

Monitoring merely one or two email metrics won’t provide you enough knowledge to improve marketing outcomes since there are numerous significant KPIs to take into account.

Email marketers that pay attention to these KPIs will be able to generate more income per subscriber and enhance the outcomes of all emails sent out.

Aman Jha
This author is verified on BloggersIdeas.com

Aman Jha is a digital marketing author, passionate writer, and consultant. He is a sucker for fine words and blogs about digital marketing and startups at maxzob.com.

Affiliate disclosure: In full transparency – some of the links on our website are affiliate links, if you use them to make a purchase we will earn a commission at no additional cost for you (none whatsoever!).

Leave a Comment