Email marketing metrics are essential for evaluating the success of your campaigns and understanding audience engagement. Here are the most common email marketing metrics:
1. Delivery Metrics
- Delivery Rate: The percentage of emails that successfully reach recipients’ inboxes.
Formula: (Delivered Emails / Total Sent Emails) × 100
2. Engagement Metrics
- Open Rate: The percentage of recipients who open the email.
Formula: (Opened Emails / Delivered Emails) × 100 - Click-Through Rate (CTR): The percentage of recipients who clicked on a link within the email.
Formula: (Clicks / Delivered Emails) × 100 - Click-to-Open Rate (CTOR): The percentage of recipients who clicked after opening the email.
Formula: (Clicks / Opens) × 100 - Read Rate: The percentage of recipients who engage with the email for a specific amount of time, indicating they read the content.
3. Conversion Metrics
- Conversion Rate: The percentage of recipients who completed a desired action (e.g., purchase, signup).
Formula: (Conversions / Delivered Emails) × 100 - Revenue per Email: The total revenue generated divided by the number of emails sent.
Formula: Total Revenue / Emails Sent
4. Subscriber Metrics
- Unsubscribe Rate: The percentage of recipients who opt out of future emails.
Formula: (Unsubscribes / Delivered Emails) × 100 - List Growth Rate: The net growth of your email list over time.
Formula: [(New Subscribers – Unsubscribes) / Total Subscribers] × 100 - Bounce Rate: The percentage of emails that failed to deliver to recipients’ inboxes.
- Hard Bounces: Permanent delivery failures (e.g., invalid addresses).
- Soft Bounces: Temporary delivery issues (e.g., full inboxes).
Formula: (Bounced Emails / Total Sent Emails) × 100
5. Engagement by Device
- Mobile vs. Desktop Opens: Tracks the percentage of emails opened on mobile devices versus desktops to optimize design.
6. Spam Metrics
- Spam Complaint Rate: The percentage of recipients who marked your email as spam.
Formula: (Spam Complaints / Delivered Emails) × 100
7. Time Metrics
- Time to Purchase: The average time it takes for recipients to convert after receiving the email.
- Engagement Time: The time recipients spend engaging with your email content.
8. Campaign ROI
- Return on Investment (ROI): Measures the financial return of an email campaign.
Formula: [(Revenue – Cost) / Cost] × 100
9. Forward/Share Metrics
- Forward Rate: The percentage of recipients who forwarded the email.
- Social Share Rate: The percentage of recipients who shared the email on social media.
10. A/B Testing Metrics
- Winning Metric: The metric (e.g., open rate, CTR) used to determine the success of A/B tests.
By consistently monitoring these metrics, marketers can gain insights into campaign performance, refine strategies, and optimize email marketing effectiveness.
