10 Essential Email Marketing Metrics Every Marketer Should Track

March 29, 2024

Email marketing remains one of the most effective tools in a marketer’s arsenal. Yet, to truly harness its power, it’s crucial to move beyond a one-size-fits-all approach and delve into the metrics that matter. Let’s explore ten key email marketing metrics and KPIs that can make all the difference in your campaign’s success:

1. Email Open Rate: Measure the effectiveness of your subject lines and overall email appeal by tracking the percentage of recipients who open your email. A benchmark of 22.9% in the UK offers a useful comparison point.

2. Click-Through Rate (CTR): Gauge the engagement level of your audience by monitoring the percentage of email recipients who click on links within your email. Industry-specific benchmarks can guide your expectations.

3. Conversion Rate: Assess the effectiveness of your email content in driving desired actions, whether it’s making a purchase or filling out a form. Conversion rates vary by campaign type but provide valuable insights into campaign performance.

4. Unsubscribe Rate: Keep a close eye on the percentage of subscribers who opt out of receiving future emails. High unsubscribe rates may indicate content relevancy issues or frequency concerns.

5. Bounce Rates: Monitor both soft and hard bounce rates to ensure your emails are reaching intended recipients. High bounce rates can harm sender reputation and impact deliverability.

6. Spam Complaint Rate: Safeguard your sender reputation and compliance with spam laws by tracking the percentage of recipients who report your emails as spam. It’s a reflection of list hygiene and email content quality.

7. Return on Investment (ROI): Ultimately, the success of your email marketing efforts hinges on ROI. Calculate how much revenue your campaigns generate relative to your marketing expenses to assess overall effectiveness.

8. List Growth: Measure the rate at which your email list expands over time. Consistent growth indicates successful acquisition efforts and a healthy email marketing strategy.

9. Email Sharing Rate: Encourage engagement and expand your reach by monitoring the percentage of recipients who share your emails with others. It’s a testament to the quality and relevance of your content.

10. Email Read Rate: Evaluate the effectiveness of your email copy and design by tracking the percentage of recipients who fully engage with your content. Optimize readability and relevance to improve this metric over time.


Effective email marketing requires more than just sending emails—it requires data-driven insights and continuous optimization. By tracking these essential metrics and adapting your strategies accordingly, you can maximize the impact of your email campaigns and achieve your marketing goals.

Written by Pawan Barapatre

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