Want to make your email marketing work better? Focus on the right metrics. Tracking email engagement helps you understand what works and what doesn’t, so you can improve your campaigns and boost results. Here are the 10 key email metrics you need to know:
- Open Rate: Measures how many people open your email. Averages range from 17% to 28%.
- Click-Through Rate (CTR): Tracks how many recipients click on links. A good CTR is between 2% and 5%.
- Conversion Rate: Shows how many recipients take action, like making a purchase. Typical rates are 2% to 5%.
- Bounce Rate: Measures undelivered emails. Keep it below 2%.
- Unsubscribe Rate: Tracks how many people leave your list. Stay under 0.5%.
- List Growth Rate: Monitors how fast your email list grows. Aim for positive growth to offset natural list decay.
- Email Sharing Rate: Measures how often emails are forwarded or shared. A good forward rate is 0.5% to 2%.
- Spam Complaint Rate: Tracks how often emails are marked as spam. Keep it under 0.1%.
- Return on Investment (ROI): Calculates revenue from email campaigns. Average ROI is $36 for every $1 spent.
- Click-to-Open Rate (CTOR): Measures how engaging your content is after an email is opened. A strong CTOR is 20% to 30%.
These metrics help you understand your audience, improve your content, and maximize your email marketing ROI. Dive into the article to learn how to calculate and improve each one.
Email Marketing Metrics You Should Be Tracking in 2024
1. Email Open Rate
Email open rate measures the percentage of delivered emails that recipients open. It's a key metric that gives you an early glimpse into your campaign's performance. Essentially, it shows how well your subject lines grab attention and whether your emails are reaching the right audience.
How to Calculate It
The formula is simple: Open Rate = (Number of Opens / Number of Delivered Emails) × 100. Most email platforms handle this calculation for you using tracking pixels or read receipts.
However, open rates aren't always precise. They rely on factors like image loading or link clicks, which can be skewed by features such as Apple's Mail Privacy Protection (MPP).
Why Open Rates Matter
Open rates can reveal a lot about your email marketing strategy. They highlight how effective your subject lines are and whether your audience is engaged and eager to hear from you. Consistently strong open rates suggest your content resonates with your subscribers and keeps them interested over time.
"Open rates are indeed a crucial performance indicator in email marketing, but they are not the whole picture. In my 15 years of digital marketing experience, I've learned to consider open rates, but not without context." - Eva Miller, VP of Marketing, Digital Silk
A sudden drop in open rates might point to deliverability issues, waning audience interest, or content that no longer aligns with subscriber expectations. On the flip side, a spike in open rates could mean a campaign is hitting the mark, you've gained new subscribers, or technical issues have been resolved. Analyzing these trends can help you understand what captures your audience's attention and when intervention is needed.
Tips to Improve Open Rates
Boosting open rates often comes down to fine-tuning your approach. Here are some proven strategies:
- Test concise subject lines (20–40 characters) and consider adding a relevant emoji.
- Use a real name as the sender to build trust.
- Segment your email list by demographics and behavior - this can increase open rates by up to 50% and 27.52%, respectively.
A great example of this in action: In 2023, 123Presets, an ecommerce store specializing in digital photography presets, boosted their open rates by 62.3% and doubled their revenue. They achieved this by following Omnisend's email deliverability recommendations and analyzing customer behavior patterns. This case shows how combining technical fixes with audience insights can yield impressive results.
Timing also matters. Experiment with early morning sends (4–5 AM) or evening slots (around 6 PM) to align with your audience's routines.
How Does Your Industry Compare?
Knowing how your open rates stack up against industry averages can help you gauge performance and set realistic goals. Across all industries, the average email open rate is 17.92%, with a "good" range typically between 17–28%.
Here's a breakdown of average open rates by industry:
| Industry | Average Open Rate |
|---|---|
| Restaurants & Food | 32.04% |
| Non-profits | 31.73% |
| Automotive | 30.87% |
| Real Estate | 28.57% |
| Retail | 24.84% |
| Technology & High-tech | 22.94% |
| Financial Services | 20.01% |
| Internet Marketing | 17.62% |
Interestingly, open rates have been climbing, from 33.07% in 2023 to 36.24% in 2024, according to Salesforce. While part of this rise may be due to technical factors like Apple's MPP, it also reflects better email practices and more precise audience targeting.
"While the value of the open as a metric of engagement is gone, it's still an important factor in determining overall trends to spot issues like bulking/blocking or noticing the seasonal trends that occur in the summer months when more subscribers are away from their inboxes on vacations." - Michael Wright, Senior Manager, Deliverability Product Management, Salesforce
2. Click-Through Rate (CTR)
Click-through rate (CTR) measures the percentage of recipients who click on a link in your email after it’s been delivered. While open rates show who’s interested enough to open your email, CTR takes it a step further, revealing whether your content inspires readers to take action. This metric bridges the gap between initial interest and deeper engagement, setting the stage for analyzing conversions.
How to Calculate CTR
The formula for CTR is straightforward:
CTR = (Total clicks ÷ Delivered emails) × 100.
Most email marketing platforms handle this calculation for you, but here’s an example: if you send 1,000 emails, 950 are delivered, and 32 recipients click on a link, your CTR would be:
(32 ÷ 950) × 100 = 3.37%.
Why CTR Matters
CTR is the connection between email opens and meaningful engagement. A strong CTR shows that your emails resonate with your audience, effectively driving them to your website, product pages, or other destinations.
"CTR is the heartbeat of your email campaigns. It tells you if your audience is nodding along or snoozing. High CTR means your email doesn't just sit in the inbox - it's engaging, leading readers to take action."
- Amber Gaige, Chief Marketing Advisor at Far Beyond Marketing
On the flip side, a low CTR can indicate that something’s off - whether it’s the message, design, or targeting. This metric also provides insight into your email’s overall performance, including brand interest, content quality, link placement, and the effectiveness of media types.
"Click-through rates are an important action that signals intent from your audience that they are interested in proceeding with an action you are encouraging them to take."
- Naomi West, Senior Product Marketing Manager at Customer.io
Tips to Improve CTR
Want to see better CTRs? Start by making your emails more engaging and actionable. Personalization is key - emails tailored to the recipient see a 39% higher CTR than generic ones. Including images can also make a difference, boosting CTR by 42% compared to text-only emails.
Here are a few practical tips:
- Use a single, clear call-to-action (CTA): Avoid confusing readers with too many options. Make your CTA button stand out with clean design and straightforward copy.
- Incorporate videos: Wistia saw a 300% increase in their email CTR by adding videos. In fact, videos can boost CTRs by 200% to 300%.
- Segment your audience: Targeted campaigns perform better. For example, emails segmented by gender achieved CTRs of 6.44% for men and 7.31% for women in a campaign by Submission Technology.
- Create urgency: Words like "now" or "today" can prompt immediate action.
- Optimize for mobile: Nearly half of all clicks come from mobile devices, so make sure your emails look great on smaller screens.
Industry Benchmarks
Knowing how your CTR stacks up against industry standards can help you set realistic goals. On average, CTR across industries is 3.25%. A “good” CTR usually falls between 1% and 5%, with anything above 3% considered strong.
Keep in mind, though, that it’s more important to focus on improving your own performance over time rather than chasing averages. Use CTR alongside other metrics like open rates and click-to-open rates for a well-rounded view of your email campaign’s impact. Also, triggered emails often outperform regular newsletters in terms of both open and click-through rates.
3. Conversion Rate
After open and click-through rates, the conversion rate stands out as the ultimate indicator of your email campaign's success. This metric measures the percentage of recipients who take a specific action after opening your email. While open and click-through rates highlight initial interest, the conversion rate reveals whether your emails are effectively driving actions like purchases, webinar signups, or downloads.
Calculation Method
Calculating the conversion rate is simple:
Email Conversion Rate = (Number of Conversions ÷ Number of Delivered Emails) × 100.
For instance, if you send 10,000 emails, 9,900 are delivered, and 300 recipients take the desired action, your conversion rate would be 3%. This formula provides a straightforward way to gauge how well your emails are performing.
Why Conversion Rate Matters
The conversion rate is a key metric for evaluating email effectiveness. As Mailchimp explains:
"The higher your conversion rate, the more effective your content".
"Your email marketing conversion rate is the percentage of subscribers who complete a goal action after reading your email. This is an important metric for most marketers, as it indicates how effective your email marketing is and determines your return on investment."
A high conversion rate reflects well-aligned messaging and offers, resulting in more customers and revenue. On the other hand, a low conversion rate suggests that your content or offer may not resonate with your audience. Regularly tracking this metric can help you refine your approach to better engage your subscribers.
Tips to Boost Conversion Rates
Improving your conversion rate requires a targeted strategy focusing on personalization, mobile optimization, and segmentation. Here’s why these tactics work:
- Personalization: Emails tailored to individual preferences perform significantly better. Personalized emails result in six times higher transaction rates, and personalized calls-to-action (CTAs) convert 202% more effectively.
- Mobile Optimization: With 46% of emails being opened on mobile devices, ensuring your emails are mobile-friendly is crucial. Mobile-optimized emails are 65% more likely to drive conversions.
- Segmentation: Dividing your audience into smaller, targeted groups can supercharge results. For example, Unisport saw a 300% increase in revenue from marketing automation by segmenting their audience, while L'azurde achieved an estimated €1 million annual financial impact with personalized emails.
Additionally, welcome emails are particularly effective, boasting an average open rate of 63.91% and a click-through rate (CTR) of 14.34%. These rates are more than three times higher than regular newsletters, making welcome emails a powerful tool for driving swift conversions.
Industry Benchmarks
Conversion rates can vary significantly depending on the type of email and industry. Broadly, averages range between 2% and 5%, with some reports citing rates as high as 15.22%. For campaign-specific emails, the average is lower - around 0.08% - but top performers can reach 0.44%.
Automated email flows consistently deliver better results, averaging a 1.42% conversion rate across industries, with top performers hitting up to 4.93%. Optimized cart abandonment emails, such as "email my cart" campaigns, can achieve impressive conversion rates of up to 24.58%.
It’s worth noting that conversion rates can fluctuate by as much as 2% depending on the industry. Instead of fixating on industry averages, focus on steadily improving your own performance. With email marketing offering an average ROI of $36–$40 for every $1 spent - and top performers seeing up to $70 per $1 invested - there’s plenty of opportunity to grow.
4. Bounce Rate
The email bounce rate measures the percentage of emails that fail to reach their intended recipients. While metrics like open rates and click-through rates focus on engagement, the bounce rate gives insight into the overall health of your email list and delivery systems.
Calculation Method
The formula is simple:
Bounce Rate = (Total Bounced Emails ÷ Total Emails Sent) × 100.
For instance, if you send 10,000 emails and 70 bounce back, your bounce rate is 0.7%. This calculation helps track how well your emails are being delivered.
There are two types of bounces to consider:
- Hard bounces: Permanent failures, such as invalid email addresses.
- Soft bounces: Temporary issues, like full inboxes or server problems.
Why It Matters
Keeping an eye on your bounce rate is crucial. A high bounce rate can harm your sender reputation and may even lead to your emails being blocked by Internet Service Providers (ISPs). Beyond that, it reflects the quality of your email list. A clean, well-maintained list ensures your campaigns are effective and your resources aren’t wasted.
How to Improve Your Bounce Rate
Here are some strategies to lower your bounce rate and improve deliverability:
- Clean your email list regularly: Use verification tools to remove invalid addresses.
- Double opt-in: Require subscribers to confirm their email by clicking a link.
- Remove inactive subscribers: Periodically prune your list to eliminate disengaged users.
- Authenticate your emails: Set up SPF, DKIM, and DMARC protocols to prove your emails are legitimate.
Industry Benchmarks
According to a 2020 Email Marketing benchmark study, the average bounce rate across industries was 0.7%, with other studies reporting an average of 0.63%. A bounce rate above 2% could indicate serious issues that need attention. While some sources suggest rates between 2% and 5% are manageable, anything over 5% is a red flag requiring immediate action.
Bounce rates can vary widely by industry. For example:
- Agencies: 1.05%
- Agriculture and food services: 0.31%
- Animal care and veterinary services: 1.85%.
The goal is to keep your bounce rate under 2% while continuing to refine your list and protect your sender reputation. Always aim for improvement to maximize the effectiveness of your email campaigns.
5. Unsubscribe Rate
The unsubscribe rate represents the percentage of recipients who choose to remove themselves from your email list. Like open and click-through rates, this metric sheds light on the health of your email list and how well your content resonates with subscribers. It’s a clear indicator of whether your messaging is connecting with your audience or pushing them away.
Calculation Method
To calculate the unsubscribe rate, use this formula:
Unsubscribe Rate = (Number of Users Unsubscribed ÷ Number of Emails Delivered) × 100.
For example, if you send 5,000 emails and 10 people unsubscribe, your unsubscribe rate would be 0.2%. You’ll need two key pieces of data for this: the total number of unsubscribes and the number of emails successfully delivered.
Why It Matters for Engagement
Your unsubscribe rate offers valuable insights into how subscribers feel about your content and whether you’re connecting with the right audience. A high unsubscribe rate can hurt your sender reputation, while a low rate suggests your email content and frequency align with what your audience wants.
"Too often (because it's low cost), people just go through the motions and make little to no attempt to differentiate their email campaigns. Sent, Delivered, Opened, Clicked, and Unsubscribed are important and can't be looked at in isolation. Any metric has to be considered against a desired outcome." - James Middleditch, Digital Group Media
Understanding why people unsubscribe is key to improving your strategy. Research shows that 69% of consumers unsubscribe due to receiving too many emails, 56% leave because the content no longer feels relevant, and 51% unsubscribe because the content didn’t meet their expectations.
Tips to Lower Your Unsubscribe Rate
Reducing your unsubscribe rate requires a thoughtful approach that prioritizes relevance and gives subscribers control. Klaviyo found that segmented email campaigns can cut unsubscribe rates by 50% compared to non-segmented lists. These campaigns also deliver three times the average revenue per recipient.
Here’s how you can reduce unsubscribes:
- Use double opt-ins to ensure subscribers genuinely want your emails.
- Focus on creating content that’s useful, relevant, and personalized, as though you’re writing to an individual.
- Steer clear of purchased email lists - they almost always lead to higher unsubscribe rates.
- Offer preference centers where subscribers can adjust email frequency and content to better match their interests. This "opt-down" option can turn potential unsubscribes into more engaged readers.
"Allowing customers to opt-down is a great way to turn an opt-out into a better engaged subscriber. They're saying, 'I like you, but not that much.'" - Michael Pattison, Lead Digital Strategist, Klaviyo
By implementing these strategies, you can keep your email list engaged and responsive while maintaining a low unsubscribe rate.
Industry Benchmarks
Comparing your unsubscribe rate to industry benchmarks can help you evaluate your email performance. According to Brevo's 2023 report, the global unsubscribe rate across all industries is 0.15%. Meanwhile, Mailchimp’s research places the average at 0.26%.
For most industries, a good unsubscribe rate is below 0.5%. In ecommerce, the average is 0.27%, though rates up to 1% are generally acceptable. If your unsubscribe rate consistently exceeds 2%, it’s a sign that immediate action is needed.
Rates above 1.5% are considered high, and anything over 2% indicates serious problems that require attention. Monitoring unsubscribe rates alongside other metrics helps you refine your email content and timing for better results.
6. List Growth Rate
Just like open and click-through rates, keeping an eye on your list growth rate is essential for maintaining strong email engagement. This metric tracks how quickly your email list expands over a specific timeframe. Essentially, it shows whether you're gaining more subscribers than you're losing. A positive growth rate means your list is growing and healthy, while a negative rate signals a decline in subscribers.
Why does this matter? Because your list growth rate directly affects your email marketing reach - and ultimately, your revenue. Email lists naturally shrink by about 22.71% each year, so consistent growth is key to staying ahead.
How to Calculate It
Here’s the formula to calculate your list growth rate:
List Growth Rate (%) = ((Number of New Subscribers - Number of Unsubscribes) ÷ Total Subscribers at Start of Period) × 100
For instance, imagine you start the month with 10,000 subscribers, gain 300 new ones, and lose 50 through unsubscribes. The calculation would look like this:
((300 - 50) ÷ 10,000) × 100 = 2.5% monthly growth rate.
This figure not only highlights how many subscribers you’re adding but also gives you a snapshot of your list’s overall health.
Why It Matters for Engagement
Your list growth rate is a solid indicator of your email marketing program’s overall health and reach. But growth alone isn’t enough - it needs to come with engagement. As content consultant Tiff Regaudie puts it, “List growth rate is only meaningful when high engagement comes along for the ride”. In other words, it’s not just about adding names to your list; it’s about attracting subscribers who actively interact with your content.
Vibetrace adds, “A high email list growth rate can indicate a strong interest in the organization’s products, services, or message, while a low growth rate may indicate a need for changes in the marketing strategy”. To strike the right balance between growth and quality, consider the strategies below.
Tips for Growing Your List
Building a solid email list requires a mix of tactics that focus on both quantity and quality. For example, Social Media Examiner grew their list by over 95,654 subscribers in just seven months using OptinMonster’s Exit Intent™ technology. Similarly, Neil Patel achieved a 12% boost in sales with exit-intent popups.
Here are some effective strategies to try:
- Use mobile-friendly opt-in forms and compelling lead magnets. Welcome emails, for instance, have an average open rate of 63.91% and a click-through rate of 14.34%.
- Integrate sign-up forms into your social media profiles and run targeted ads to reach new audiences.
- Leverage pop-ups and clear calls-to-action on your website, but use them sparingly to avoid annoying visitors.
Don’t forget to clean your list regularly by removing invalid addresses. For inactive subscribers, try re-engagement campaigns with personalized offers. You can also offer opt-down options, letting subscribers choose how often they hear from you or what type of content they receive.
Industry Benchmarks
To gauge your performance, compare your list growth rate to industry averages. For most email marketers, the average growth rate is around 2.5%. Mature lists typically grow by 1% to 3% per month.
Growth rates also vary by industry:
- E-commerce: 2% to 5% per month
- Technology: 3% to 6% per month
- Finance: 1% to 3% per month
If your growth rate is below 0.5% monthly, it might be time to rethink your list-building approach. A low rate could signal that your strategies need a refresh or that your content isn’t resonating with your target audience.
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7. Email Sharing Rate
Tracking email sharing provides valuable insight into how far your campaigns can reach beyond the original recipients. The email sharing rate measures the percentage of people who either shared your email on social media or forwarded it to someone else. This metric reflects how much your audience advocates for your brand. When a recipient shares your email, they’re effectively endorsing your message to their personal network. Considering that email sharing influences 81% of purchasing decisions, this metric is a powerful indicator of your email’s appeal and potential to go viral.
"Emails spark conversations; clicks, shares, and replies are clear indicators of audience engagement." - Seth Giammanco, Minds On Design Lab
Just like open and click rates, sharing amplifies engagement by spreading your brand message to a wider audience.
Calculation Method
There are two primary ways to measure email sharing:
- Email Sharing Rate (%) = (Number of "Share This" Clicks ÷ Total Emails Delivered) × 100 (for social media shares)
- Email Forward Rate (%) = (Number of Forwards ÷ Total Emails Delivered) × 100 (for email forwards)
Both formulas help you understand how engaging and shareable your content is.
Why It Matters
A high email sharing rate shows that your audience finds your content valuable enough to share with others. This is a strong signal that your message resonates with recipients, encouraging them to spread the word. When subscribers share your emails, they’re not just extending your reach; they’re also building trust in your brand within their personal networks.
"A high email forwarding rate suggests that your content resonates well with your audience." - NotifyVisitors, 2023
How to Improve Your Email Sharing Rate
To encourage more sharing, focus on creating content that people want to pass along. Here are some strategies:
- Add prominent share buttons and include actionable prompts like "Share this with a friend!".
- Offer incentives for sharing, such as ZooShoo’s $10 reward for every friend referred who makes a purchase.
- Highlight social proof, such as "Shared by 100+ readers", to encourage others to follow suit.
By making it easy and rewarding to share your emails, you can significantly increase your sharing rate.
Industry Benchmarks
For reference, a strong Email Forward Rate typically ranges from 0.5% to 2%. If your rate falls below 0.1%, it may be time to revisit your content strategy. These benchmarks can help you gauge your performance and identify areas for improvement.
8. Spam Complaint Rate
The spam complaint rate measures how often recipients mark your email as spam, calculated as a percentage of total emails delivered. When someone clicks "Report Spam", it sends a clear signal to email service providers (ESPs) that your message is unwanted. This can have a direct impact on your ability to reach subscribers.
Why does this matter? A high spam complaint rate can severely damage your sender reputation, making it harder for your emails to land in inboxes. It’s a key metric to keep an eye on to ensure your campaigns stay effective and maintain healthy engagement.
How to Calculate It
The formula for spam complaint rate is simple:
Spam Complaint Rate = (Number of Spam Complaints ÷ Number of Emails Delivered) × 100
This calculation excludes bounced emails and gives you a clear percentage of how many recipients are rejecting your messages.
Why It Matters for Engagement
Spam complaints indicate dissatisfaction, and too many of them can harm your sender reputation, leading to long-term deliverability problems. Marcus Biel, Founder at Maildroppa, puts it bluntly:
"The likelihood of your emails reaching the intended inboxes is greatly reduced. If the emails aren't opened, all your effort in creating them is for nothing. This affects your conversion rates and wastes valuable marketing resources".
Industry Standards
To avoid trouble, it’s important to stay within acceptable spam complaint thresholds. Here’s what major providers recommend:
- Google and Yahoo: Keep rates below 0.1% (1 complaint per 1,000 emails).
- Klaviyo: Advises staying under 0.05%.
- Microsoft Outlook: While no official threshold is shared, staying around 0.1% is considered safe.
Exceeding 0.3% can trigger serious consequences, such as email throttling, filtering, or outright blocking by providers like Google. Some experts even suggest aiming for rates consistently below 0.02–0.03%.
Tips to Improve Your Spam Complaint Rate
Keeping your spam complaint rate low requires proactive measures. Start with permission-based marketing practices and respect your subscribers' preferences. Here are some practical steps:
- Clear Sign-Up Process: Be upfront about what subscribers can expect - content type, frequency, and communication channels. Use double opt-in to confirm interest.
- Easy Unsubscribe Options: Include visible unsubscribe links and consider a global unsubscribe option to prevent frustrated users from marking your emails as spam.
- Quality Content: Avoid spam-like subject lines (e.g., excessive caps or special characters) and ensure your emails display properly on all devices.
- Recognizable Sender Info: Make sure recipients can easily identify who the email is from.
Will Boyd, Director of Deliverability Services at Simon Data, stresses the importance of focusing on the recipient:
"Truly preventing damage from spam complaints isn't simply about limiting the number of complaints mail generates. Rather, the important ratio to drive is active, greater positive engagement compared to spam complaints and lack of engagement for messages that actually reach humans. Engineer practices and processes that put the recipient and their wishes at the center of your strategy."
Monitoring and Acting Quickly
Regularly tracking and addressing spam complaints is essential. Use tools like Google Postmaster Tools to monitor spam complaint rates for Gmail users. Feedback loops can also alert you when someone marks your email as spam.
Marcus Biel underscores the importance of vigilance:
"The best place to start is by monitoring your email campaign reports so that you can track the rates of spam complaints. You should also react quickly because spam complaints are serious and neglecting them can damage your email deliverability and reputation."
9. Return on Investment (ROI)
Return on Investment (ROI) is one of the most important ways to measure how successful your email marketing efforts are. It focuses on how much revenue your campaigns bring in compared to what you spend on them. Unlike engagement metrics like open or click-through rates, ROI gives you a clear picture of the profit your email marketing generates.
Email marketing consistently delivers impressive returns. On average, businesses earn $36–$40 for every dollar spent, with some campaigns achieving returns as high as 4,400% . For U.S. merchants using Omnisend, the results are even better, with an average return of $68 for every dollar invested.
How to Calculate ROI
To calculate ROI for your email campaigns, you need to track both the costs of running the campaign and the revenue it generates. The formula is straightforward:
Email ROI (%) = [(Gross Profit - Cost of Email Campaign) / Cost of Email Campaign] × 100
Here’s how it works:
- Gross profit is the total revenue from the campaign minus the direct costs of the products sold.
- Campaign costs include everything - platform fees, design, copywriting, and any other related expenses.
For example, if you spend $1,000 on a campaign that generates $5,000 in revenue, and your product costs are $2,000, the calculation would be:
[(($5,000 - $2,000) - $1,000) / $1,000] × 100 = 200% ROI.
This simple calculation helps translate engagement metrics into real financial results.
Why ROI Matters
While metrics like open and click-through rates are useful, ROI takes it a step further by showing the actual financial impact of your campaigns. Nathan Thompson, a marketing leader at Copy.ai, puts it this way:
"In a landscape where marketers are continually asked to do more with less, ROI has become a crucial metric. It allows you to justify your email marketing spend, allocate resources wisely, and identify the strategies that deliver the most value for your business."
A positive ROI means your campaigns are working - they’re bringing in more money than they cost. On the other hand, a negative ROI is a signal to reevaluate your strategy. Tracking ROI also helps you better understand your audience, which can lead to smarter, more effective campaigns in the future .
How to Improve ROI
Improving your email ROI requires a mix of strategy and experimentation. Here are some effective tactics:
- Segmentation and Personalization: Group your email list based on factors like demographics, purchase history, or engagement. Then, customize your messages to meet the needs of each segment.
- A/B Testing: Experiment with different subject lines, call-to-action buttons, images, and email copy. Brands using A/B testing see an average ROI of 48:1 (or 4,800%).
- Automation: Use tools to send automated emails like welcome messages, abandoned cart reminders, or re-engagement campaigns. These targeted emails work in the background to drive conversions.
- List Cleaning: Regularly remove inactive or unengaged subscribers to keep your list healthy and focused on those most likely to convert.
Industry-Specific ROI Benchmarks
ROI benchmarks vary across industries, offering a helpful way to gauge your performance:
- Retail and e-commerce: $45 earned for every dollar spent (4,500% ROI)
- Marketing and PR agencies: $42 earned per dollar (4,200% ROI)
- Software and technology: $36 earned per dollar (3,600% ROI)
- Nonprofits: Around $30 earned per dollar invested
Karolina Petraškienė, Content Project Manager at Omnisend, sums it up perfectly:
"Email marketing remains on top when it comes to return on investment. As you spend one dollar, businesses, on average, earn $36 from their email marketing. This is why it's so critical to continually look for ways to improve your email marketing and, ultimately, your email marketing's ROI."
10. Click-to-Open Rate (CTOR)
When it comes to measuring how effectively your email content drives action, Click-to-Open Rate (CTOR) is a key metric to watch. CTOR looks at the percentage of people who opened an email and then clicked on a link within it. Unlike click-through rate, which considers clicks from your entire subscriber list, CTOR focuses only on those who opened the email. This makes it a sharper tool for evaluating how engaging and action-driven your content really is.
How to Calculate CTOR
The formula for CTOR is simple: (unique clicks / unique opens) × 100. For example, if 150 people opened your email and 100 of them clicked on a link, your CTOR would be 66%.
One of the key benefits of CTOR is that it isolates the performance of your email content from other factors like subject lines or deliverability. While open rates can be influenced by catchy subject lines or sender reputation, CTOR zeroes in on the effectiveness of your message itself.
Why CTOR Matters
CTOR is a great way to measure how well your email design and messaging resonate with readers. It tells you if your content is compelling enough to encourage action. A high CTOR suggests that your email copy and design are hitting the mark, while a low CTOR could point to areas for improvement.
This metric is especially helpful for diagnosing campaign issues. For instance:
- If your open rates are high but your CTOR is low, it might mean your subject line worked, but the content or offer inside the email didn’t deliver.
- On the other hand, if open rates are low but CTOR is improving, it could suggest that your content is solid, but you need to work on getting more people to open your emails.
"Email marketing revenue is not a volume-based metric; it's a value-based metric." - Seth Charles, SendGrid Delivery Expert
CTOR is also a more reliable way to compare campaigns than open rates alone. It helps you evaluate how well your email design, messaging, and link placement are performing .
Tips to Boost CTOR
Want to improve your CTOR? Focus on these strategies:
- Keep your design clean and simple: Use clear sections, plenty of white space, and a single, standout call-to-action (CTA).
- Make your CTA clear and actionable: Phrases like "Download the Guide" or "Shop the Collection" should be easy to spot and encourage clicks.
- Personalize and segment your emails: Tailoring content to specific audience segments can make your messages more relevant and engaging.
- Highlight your links: Use bold text, buttons, or other visual cues to make links easy to find and click.
What’s a Good CTOR?
As of 2023, the average CTOR across industries is 11%. However, a strong CTOR often falls between 20% and 30%, depending on your audience and industry. If your CTOR is below these benchmarks, it might be time to revisit your email content and design to better capture your audience’s attention and drive action.
Metrics Comparison Table
This table breaks down key email engagement metrics, making it easier to decide which ones to track and understand their role in evaluating your campaign's performance.
| Metric | Primary Purpose | Calculation Method | Good Benchmark | What It Tells You |
|---|---|---|---|---|
| Open Rate | Assesses subject line effectiveness and deliverability | (Unique opens ÷ Delivered emails) × 100 | 17-28% depending on industry | "You got my attention." |
| Click-Through Rate (CTR) | Measures overall engagement and content appeal | (Unique clicks ÷ Delivered emails) × 100 | 2-5% depending on industry | "I'm interested enough to browse." |
| Conversion Rate | Tracks actions that generate revenue | (Conversions ÷ Delivered emails) × 100 | Varies by industry and goal | Reflects business impact |
| Bounce Rate | Monitors deliverability and list quality | (Bounced emails ÷ Total sent) × 100 | Below 2% for healthy lists | "You can't reach me here." |
| Unsubscribe Rate | Gauges content relevance and email frequency satisfaction | (Unsubscribes ÷ Delivered emails) × 100 | Below 0.5% | "I've lost interest." |
| List Growth Rate | Tracks audience expansion | ((New subscribers - Unsubscribes) ÷ Total subscribers) × 100 | Positive growth to offset 20-30% annual decay | Indicates list health over time |
| Email Sharing Rate | Evaluates content virality | (Shares/forwards ÷ Delivered emails) × 100 | Varies widely by content type | Shows how much value your audience sees |
| Spam Complaint Rate | Tracks sender reputation and compliance | (Spam complaints ÷ Delivered emails) × 100 | Below 0.1% | "This feels spammy." |
| Return on Investment (ROI) | Measures financial effectiveness | ((Revenue - Cost) ÷ Cost) × 100 | $36 return per $1 spent average | Highlights business value |
| Click-to-Open Rate (CTOR) | Examines content effectiveness among engaged readers | (Unique clicks ÷ Unique opens) × 100 | 6-17% depending on industry | "I'm engaging with your content." |
By tracking these metrics, you can uncover patterns and relationships that influence your campaign's success. Seth Giammanco from Minds On Design Lab captures this well:
"Great emails are a conversation. The only way to assess how what you are saying is perceived is by studying the reactions to your email. Whether someone clicks, shares, and/or replies are the 'facial expressions' and 'words' that a person shares back that can tell you how well your conversation is going."
These insights serve as the foundation for refining and improving your email strategy.
Finding the Right Tools for Tracking
Once you understand these metrics, choosing the right analytics tool becomes essential. The Email Service Business Directory lists platforms designed to help you track and analyze these key metrics.
For beginners, platforms like Mailchimp and Campaign Monitor offer affordable and user-friendly solutions. Mid-size businesses may prefer tools like ActiveCampaign or HubSpot Marketing Hub, which provide advanced features like segmentation and automation alongside analytics. For larger enterprises, platforms like Salesforce Marketing Cloud or Klaviyo are popular for their detailed reporting capabilities.
Klaviyo stands out with real-world success stories. For example, Svenfish, a fresh seafood retailer, credits 70% of their ecommerce revenue to targeted campaigns powered by customer data. Similarly, Premier, a skateboard apparel shop, generated $4,000 in less than a month using Klaviyo's price drop automation.
When selecting a platform, consider factors like data accuracy (especially with Apple's Mail Privacy Protection affecting open rates), integration with existing tools, real-time analytics, and scalability to support your business as it grows.
Conclusion
Tracking email engagement metrics turns raw numbers into meaningful insights that can guide your campaign improvements. With billions of email users around the globe, email remains one of the most powerful tools to connect with your audience. But success hinges on your ability to measure and refine your efforts using the right data points.
The ten key metrics - ranging from open rates to conversion rates - offer a detailed look at how your audience interacts with your emails and how your campaigns are performing overall. They can reveal which segments of your audience are more likely to make a purchase, express buying intent, or consistently engage with your content.
Email marketing continues to deliver a strong return on investment, but capturing attention in a crowded inbox requires precision.
Leverage these metrics wisely. Study both positive and negative engagement patterns to uncover what resonates with your audience and what doesn’t. Use click-through rate data to fine-tune your call-to-action buttons. Keep an eye on engagement trends to stay in step with shifting consumer behavior and ensure compliance with privacy regulations as they evolve.
FAQs
What are the best email engagement metrics to track, and how can they improve my marketing strategy?
To refine your email marketing strategy, keep an eye on key engagement metrics like open rates, click-through rates (CTR), and conversion rates. These numbers give you valuable insights into how your emails are performing.
- Open Rates: This shows how many recipients open your emails, reflecting the effectiveness of your subject lines and timing. A solid benchmark is typically between 20–30%.
- Click-Through Rates (CTR): This measures how many people click on links within your email, indicating how engaging your content is. Aim for a CTR of 5% or higher.
- Conversion Rates: This metric tracks how many recipients take the desired action, like making a purchase or signing up for a service. It’s the ultimate indicator of your email’s success.
By regularly reviewing these metrics, you can spot patterns, understand what resonates with your audience, and fine-tune your campaigns. Sometimes, small tweaks - like crafting more compelling subject lines or sharpening your call-to-action - can lead to noticeable improvements in engagement and results.
Why do people unsubscribe from emails, and how can I prevent it?
High unsubscribe rates often stem from a few key issues. Bombarding subscribers with too many emails can leave them feeling overwhelmed, while content that lacks relevance or personalization might fail to capture their interest. On top of that, poor email segmentation can lead to recipients receiving messages that don’t resonate with their needs or preferences.
To tackle this, start by personalizing your emails through audience segmentation based on preferences or behaviors. Keep your email frequency in check - no one enjoys an overflowing inbox. Make sure your content delivers on the expectations set when they signed up. Lastly, regularly clean your email list by removing inactive subscribers. This helps maintain strong engagement and ensures you're reaching an audience genuinely interested in your messages.
How does Apple’s Mail Privacy Protection affect the accuracy of email open rates?
Apple’s Mail Privacy Protection has thrown a wrench into the reliability of open rate metrics. By pre-loading email content, it can make emails appear as "opened" even if the recipient hasn’t actually viewed them. This results in inflated open rates, making it harder to measure genuine engagement.
In response, marketers are pivoting toward metrics that offer a clearer picture of subscriber behavior. Click-through rates, conversion rates, and overall campaign performance are now taking center stage as more dependable ways to evaluate interaction.
