Understanding Email Marketing Analytics: 15 Important Metrics to Track Performance

Apple revealed that it would stop tracking open rates with the WWDC 2021. The effects of this decision immediately caused a commotion in the email marketing communities. This only serves to demonstrate how closely related email analytics and marketing are. An email marketer loses their sense of strategy without email analytics like a sailor loses their sense of direction without a compass. As a result, we have included all the critical metrics in this guide to email analytics. We will also discuss how you can use those indicators to enhance the effectiveness of your campaign.

What is email marketing analytics? Why should your email marketing be analyzed?

Emails are highly recognized for their wide outreach range and are relatively cheap. Email marketing is the most cost-effective of all digital marketing channels, with a median ROI of 122%. Nevertheless, expectations often need to match reality. When starting an email campaign, there are numerous details to consider. The trustworthiness of the contact list, the sender score, the relevance of the content, the sending time, the refined skills of the marketing team, and other factors contribute to its success. The use of email analytics allows you to monitor how subscribers respond to your email marketing. Google Analytics and bulk email providers can be used to collect and analyze data for each email campaign.

15 Important metrics to track performance

Email metrics give you helpful information on the many facets of your email marketing campaign as soon as you press the send button. You may monitor various user behavior, like how many people opened and clicked on your messages, which emails resulted in more conversions, and much more. We’ve compiled a list of the top 15 email metrics that will improve the effectiveness of your campaign below:

1. Bounce rate

The percentage of emails sent overall that were not successfully delivered to the recipient’s inbox is referred to as the bounce rate. The bounce rate assists in maintaining the integrity of your email lists and tracking the deliverability of your emails.

The bounce rate is calculated as (total number of bounced emails / total number of emails sent) X 100.

How to lower the bounce rate of emails

  • Invalid email addresses must be updated and removed
  • Use new lists only; never use old ones
  • Implement confirmed opt-in
  • Use welcome emails as a filter: Remove any addresses that bounce after the welcome email has been delivered
  • Implement a sunset policy to squelch inactive users

2. Rate of delivery

It lets you know if your emails arrive on the servers of the inbox providers used by your subscribers. Any folder, including those for spam and promotions, may receive it. If an email does not bounce, it is considered delivered.

The email delivery rate is calculated by multiplying (emails delivered minus emails sent) by 100.

3. Rate of deliverability

The other metrics, like opens and clicks, are meaningless if your email never reaches the audience’s inboxes. The deliverability rate comes into play in this situation. You can see how many of your emails end up in the inbox instead of the spam or trash drawer.

The deliverability rate is calculated as (the number of delivered emails divided by the Total emails sent) multiplied by 100.

How to boost delivery efficiency

  • SPF, DKIM, and DMARC authentication for your domain are required
  • Implement a real-time email validation service
  • When gathering email addresses, use a double opt-in form
  • Keep up a regular sending schedule for emails
  • Define your sender address with care

4. Rate of spam

The proportion of emails reported as spam by your subscribers to all emails sent is known as the “spam complaint rate.” Even though it is a crucial email analytics statistic, most marketers overlook it.

The spam rate is calculated as (spam complaints/emails delivered) X 100.

How can you lower your spam rate?

  • On your forms, enable a double opt-in confirmation email
  • Obtain confidence by using recognizable email sender information
  • Provide a second unsubscribe link on your website
  • Ensure that the domain from which your emails are sent matches your subscriber’s choice

5. Rate of opens

The open rate shows how many of your delivered emails are opened by your target audience. You may monitor user involvement and the success of your subject line using this indicator.

(Number of emails opened / total emails delivered) multiplied by 100 is the open rate.

How to raise your opening percentage

  • Create attention-grabbing email subject lines
  • Emphasize deliverability
  • Be sure to choose the ideal time of day to send emails
  • Utilize email segmentation to target your users

6. CTR, or Click-through Rate

The percentage of all email recipients who clicked on one or more of the email’s linked links is known as the click-through rate or CTR. CTR provides a comprehensive analysis of your email performance.

CTR is calculated as (Total Clicks / Delivered Emails) X 100.

How to raise the rate of email click-throughs

  • Add compelling calls to action to emails.
  • Test your emails’ clickable components with a/b testing.
  • For a better evaluation of the email’s content, seek feedback.
  • Develop database segments.

7. The click-open rate

The click-to-open rate, instead of the click-through rate, is the proportion of clicks to openings (instead of the number of delivered emails).

Therefore, CTOR measurement can help you ascertain whether your content resonates with your audience (once they are convinced to open your email).

(Total clicks / Emails opened) X 100 = Click-to-open rate

How can you improve the ratio of clicks to opens?

  • Add further customization, go beyond first names, and utilize company names, hometowns, and other identifying information.
  • Make your subject line appealing.
  • Links to calls to action should be placed prominently.

8. Rate of conversion

The conversion rate measures the percentage of recipients who took the action you wanted them to take. The conversion rate, for instance, calculates the proportion of people who registered for a Zoom webinar out of all the people who received your email. It is an essential metric since it provides a clear picture of how well your email campaign is doing.

Conversion rate is calculated as follows: (Number of conversions / Total Emails Delivered) X 100.

Increasing conversion rates

  • Create mobile-friendly email campaigns.
  • Automate tasks and send emails on demand.
  • Create audience segments to target your content better.
  • To draw customers, give promotions and discounts.
  • Add a solid call to action.

9. Rate of unsubscribe

The unsubscribe rate displays the proportion of recipients that choose to unsubscribe from your email list. It includes unsubscription methods, including those made through the inbox’s built-in unsubscribe feature and through links in emails’ footers. 

Aiming to keep it low will help you save a respectable deliverability rate.

(Unsubscribe number / Total emails delivered) X 100 equals the unsubscribe rate.

How to lower the rate of unsubscribes

  • Create an optimized list right away.
  • For better brand engagement, use automation.
  • For more tailored emails, segment your data.
  • Some list churning is healthy and usual.

10. List the expansion rate

With an email list, you will know who your subscribers are; therefore, having one is essential. Also, what good is an email marketing strategy if your list needs to expand?

So, you should always have a growing email list.

The list growth rate is calculated as [(Number of new subscribers) – (Number of unsubscribes + Email/spam complaints)/Total email addresses on your list]. X 100

The email list’s churn rate is the opposite. It counts the number of people who are removed from your email list. Unsubscribes, bounces, manual removals, and even unengaged subscribers would fall under this category. Knowing your list’s churn rate can assist you in determining how much more you need to grow to achieve favorable growth rates.

How to increase the growth rate of your list

  • Offers for email signups should be made to your subscribers.
  • Start enticing social media competitions.
  • Use pop-ups to collect website visitors.
  • On your website, include subscription forms.
  • Implement email address verification while collecting data.

11. Return on investment (ROI)

ROI measures the profitability and cost-effectiveness of your email marketing. It assists you in determining the worth of your email campaign compared to its expense.

Total ROI = [($ in extra sales made -$ additional in campaign spending) /$ in campaign spending] X 100

How to boost your ROI overall

  • Create email list segments.
  • Use a mobile-friendly email.
  • To cut out unneeded viewers, pay attention to the attrition rate.
  • Use a subject line that is clear and pertinent.
  • Make sure your call to action is crystal clear.

12. Email Read Rate

An engagement indicator called email read rate can tell whether your subscribers are reading your content. Most people mix up the open rate with the reading rate, although they differ in terms of how long people spend reading emails.

How to speed up reading rate:

  • Make concise and exciting email content.
  • Create email segments and send pertinent content.
  • Include eye-catching photos and GIFs.

13. Answer rate

The number of distinct responses you receive from the total number of emails forwarded to your subscribers or contacts is known as the email reply rate (or response rate).

Understanding your email reply rate will help you better understand how well your audience interacts with and responds to your material.

The response rate is calculated as (Unique email responses / Total emails delivered) * 100.

How to improve the response rate of emails:

  • Send emails on time.
  • People who enjoy your product or service should receive emails.
  • Post an open-ended question or request an answer.

14. Rate of submission

If you send AMP emails to your email subscribers to get them to fill up surveys, submit forms, etc., this is another crucial indicator to monitor.

The submission rate is calculated as (Unique Submissions / Opens).

You can access this metric if you are using an AMP-supported email marketing platform like Mailmodo.

15. Email users collaborate

This measure aids in your analysis of the email clients that your recipients use to open your emails. It has various applications, one of which is that if you are sending an AMP email campaign, you can learn your subscribers’ preferred email client and whether or not it supports AMP.

How to convert information into valuable ideas

As Carly Fiorina so eloquently put it, the idea is to transform data into information and insight.

The data collection is simply the beginning of your work. As an email marketer, this is where your actual work starts. Of course, you may gather all the information and put up reports. But this would only be worthwhile if you could gain knowledge and take action to improve the effectiveness of your email campaigns. For instance, you might have a high open rate throughout the week and a low available rate on the weekends. It can show that the majority of your audience is occupied during the weekends.

The entire purpose of tracking your data is defeated if you do not use this knowledge to modify your email campaign.

Using email analytics, you can obtain useful data in the following ways:

  • You can determine which subject line keeps your audience the most interested by monitoring your open rates.
  • You can improve your email list by looking at the bounce and unsubscribe rates. Non-active or uninterested audiences can be eliminated. This will also enable you to cut back on wasteful campaign expenses.
  • By segmenting your audience based on their preferences, such as email timing, day of the week, etc., as well as geographical and demographic characteristics, practical email analysis can assist you. According to research, in 2020, marketers who adopted segmentation saw a 760% boost in revenue.
  • 35% of marketers send 3-5 emails to their clients once a week. You will choose how frequently you should email your audience as you evaluate your data.

Resources for Tracking Email Analytics

Today, tracking the email statistics of your choice is simpler than ever. For instance, you may learn more about your email campaigns and how to improve them using Google Analytics and better email marketing tools.

Software for Email Marketing

The analytical tools included with email marketing software are the simplest way to track, examine, and keep tabs on the effectiveness of email marketing campaigns.

Most of these email marketing software programs will immediately give you the metrics you require.

Software like Mailchimp, iContact, Constant Contact and Mailmodo are a few examples of how useful they can be.

Google Analytics

Your marketing requirements can be met by Google Analytics in many ways, including the tracking of email campaigns.

Once configured, you can monitor specific metrics like click-through rate and acquire knowledge about how much of the traffic to your website chooses to join your list and where most of them are converting on the website.

Google Analytics and your email program can easily be connected. For instance, if you use Mailchimp, you can easily activate Google Analytics by going to its Integrations page.

After adding this authority, you can tick a box to include tracking whenever you create an email campaign.


There is much to discover in email analytics, which is a continuous process. It can be challenging to track each indicator and follow the standards set by the sector. Any email marketer may feel overwhelmed by the abundance of information. Because of this, the focus should be on tracking the appropriate measures consistent with your company’s objectives.

To simplify this process, you can use products with email metrics dashboards, like Mailmodo. You can monitor various metrics and export your data with Mailmodo. Each journey begins with a single step. So, make the first move toward expanding the reach of your email marketing by scheduling a Mailmodo demo right away. Any email list is a crucial component of your marketing plan. You cultivate it, keep an eye on it, and treat it like a marketing asset you can use and expand on at any time.

Therefore, it only stands to reason that you would want your email campaigns to be as effective as possible. Using email analytics, you can gather crucial information to ensure your objectives are met.