Optimizing Email Performance: Key Metrics for Success

HomeDigital MarketingEmail MarketingOptimizing Email Performance: Key Metrics for Success



If you want to perfect email marketing, you must invest enough time in email marketing. To get the best results through email marketing, always remember the finest practices in mind. To optimise your campaign creation to enhance engagement and overcome meaningless mistakes.

Moreover, you cannot get success only through these practices. To measure the result, you have to put effort.

First of all, Before delving too further into studying, you should be familiar in email marketing techniques. Based on this you can set your goals for the email campaign. Further, you must also determine how you are going to measure its success.

Discussed in the blog are some of the important metrics to track and measure for improving the performance of your emails.

Importance of Email Marketing for SMEs

Most small-medium businesses use email marketing as a crucial element of their businesses. The audience could get targeted messages through it if an email campaign has to be effective and should be reviewed by metrics. 

It will help to improve several areas of marketing campaigns. These are known as KPIs. Through these measures, you would be able to measure the score of your marketing campaigns. It enables businesses to get the customer engaged on a long-term basis.

You can monitor your performance through these metrics to enhance your efforts. It helps in analysing your results over time. 

Importance of email marketing metrics

If you use social media, you might be aware that frequent marketing ads build your insights, as well as develop the brand know-how regarding a particular offering. It grabs customer attention quickly to seek better results with the help of KPIs.

The KPIs would help you assess how to improve your email marketing efforts. Here are prominent metrics that we often use to perform email campaigns.

6 Top email marketing metrics

Open rate:

Open rate is measured through the total number of received emails by emails sent in the total. The percentage lies between 15 to 25 in general. However, it may vary from industry to industry. 

It is easy to measure and simply done. As a source, it is considered the most reliable. 

Often the low rate indicates that the campaign was not making its impact effectively. You may improve this rate by choosing an appropriate time when there are more chances of people getting online. 

Choosing a captivating subject line will lead to opening an email more frequently. After an eye-catching subject line, the content available in the email will engage the reader.

Spam rate

The marketer gets discouraged when the email gets marked as spam. But the only thing to avoid spam is to pay attention to the spam information.

Furthermore, when an email does not reach the customer, it means that it is in the spam folder. Either customer did not receive it in a direct inbox, or it was marked as spam, indicating that the campaign is standing at zero.

The email services provider is keeping a check on these spam numbers for you, and the best would be if you kept an eye on them. Engaging in effective copywriting techniques can help you cater to this problem by engaging the audience better. 

It is important to avoid the spam filter to get more clicks and conversions in your email marketing campaign.

Bounce rate

When the email ID of the receiver is not active or invalid, this denotes that the email is bounced already. It is as simple as open rate measurement. The total number of bounced emails is divided by the total number of emails sent and multiplied by 100. The common bounce rate is 2 percent which can be varied from one industry to another.

The bounce rate has two types’ soft bounce and hard bounce. You may find an internet interruption that makes your email goes to a spam folder. A hard bounce measures the permanent issues with the address’s email. Such as occurs when your email comes back due to an invalid email ID.

Bounce rate means how many recipients did not receive your email. Measure the bounce rate must give you a firm idea to better the quality of your address’s email.

How can you decrease the bounce rate? By integration of opt-in. This can helps you confirm that your subscribers want to receive emails from your brand. This also helps to verify the email address.

Click-through rate 

This metric helps measure how well your campaign is performing. Therefore, it indicates how many emails are clicked at once by the customer. 

For example, if you run a campaign in addition to redeeming an offer, the click-through rate will indicate the percentage of subscribers who click the link.

If you are creating an email. With the help of multiple ways, you can increase click-through rates. The link must be in the proper place. There must be a captivating and noticeable action button that subscribers must click to fulfil the redeem action.

The calculation method is the same as the standard method; dividing clicked emails by total emails sent. It will aid in understanding the engagement rate of people in the whole campaign.

The conversion rate must be below open rates. The click-through rate must be slightly over 2% aggregately.

Conversion rate

If you want to measure the success rate of a campaign by email marketing, this one is the ultimate measure that concludes the effectiveness of the whole campaign. The potential customer could be loyal buyers once the campaign makes an impact. 

The conversion rate, on the other hand, assesses your clicks (how many people click on the given link) and then tends completely to the required action. 

For example, suppose you add the link in your email campaign to take part in the Christmas sale. The conversion rate should tell you the exact percentage of people who clicked the link, purchased an item, and converted it into a sale.

The conversion tells you about ROI (return on investment). Only before when you know how much you spent and what numbers are converting into a sale.

Besides this, it is easy to measure whether the money you put into your email marketing campaign is worthful or not.

Find Unsubscribe Numbers

The estimation of how many numbers of subscribers unsubscribe from your services is very simple. With the help of an Email and services provider, you may easily notify what the unsubscribe numbers are.

This option is available in the dashboard or metrics dashboard you can easily access. On the other hand, a large number of unsubscribes lower your morale. Arrange the marketing metric by keeping the number of unsubscribes in view; sometimes, they measure the quality of your email campaign.

By giving the subscribers the option of unsubscribing, you can allow users to choose what content they are looking forward to and whether they want to receive Emails from your brand or not. This action builds their trust.

How to measure KPIs in email marketing

Email marketing is a tool to evaluate how the branding campaigns went prior to the strategy set earlier before launching the campaign. It also helps you measure how effectively it is meeting its target with high accuracy in forecasting.

There are many measurement tools but most commonly measured are easy to perform in daily business activities. The KPIs require certain measurements to keep proper track of email marketing; these measures are as follows:

● Tracking the traffic coming from website visits will ensure that the campaign is elevating the conversion rate.

● Use proper tools to reduce the bounce rate of emails because it leaves an impact of poorly research at the back end.

● To enhance the click-through rate, there should be an eye-catching opening that easily grabs attention to increase curiosity.

● Determine the value of a new subscriber by assessing revenue on a monthly basis.

● Boost your share rate by granting rich content.

● Measure the unsubscribe rate to evaluate the campaign’s weaknesses.

Measuring the performance of your email marketing based on these metrics can you help you add value to your strategies. This measure tells you what has been working appropriately. Based on this, you can align the resources and attention work better.


This marketing approach sounds so typical, but it has a deep impact on users connected with emails. It shares the weaknesses and effectiveness of the campaign. 

Always look for the metrics that work every time if you wish to enhance the productivity of your campaigns. Examples of these can be direct email campaigns which provide valuable data to help you stay focused on the campaign goals collectively. 

Once you set the goals, these email metrics and the standard set by the industry will assist you in determining the thorough accomplishment. Furthermore, these will also guide you to make the inevitable changes to your strategy that make it easy to attain your campaign goals.

These metrics help in identifying the performance scale of your email marketing campaign. The overall program is tracked by indicators as well as improving them. Adopting only the best email marketing practices can help you master open rates and engage your audience better.

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Team EMB
Team EMB
We are Team EMB the voice behind this insightful blog.

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