No matter how optimized your emails are, if you are unable to measure its performance or the final outcome – you can’t determine if the campaign is helping you reach your objectives or not. So before sending your next email, identify its goals and also the metrics to track its progress.
This Infographic covers those metrics which you need to be paying attention to in your email marketing efforts.
Table of Contents
7 Email Marketing Metrics You Should Track in Your Campaigns
1. Open Rate
It is the percentage of recipients who open a specific email.
Open Rate = (Number of emails read / Number of delivered emails) * 100
Example: (300 emails read / 10,000 delivered emails) * 100 = 3% open rate
2. Click-Through Rate
It is the percentage of recipients who clicked the links present in a given email.
CTR = (Number of emails clicked / Number of delivered emails) * 100
Example: (700 emails clicked / 10,000 delivered emails) * 100 = 7% click-through rate
3. Conversion Rate
It is the percentage of recipients who completed the desired action after clicking on a link given in an email.
Conversion rate = (Number of recipients completing certain action / Number of delivered emails) * 100
Example: (200 recipients completed the desired action / 10,000 delivered emails) * 100 = 2% conversion rate
4. Bounce Rate
It is the percentage of emails that are not delivered to the recipient’s inbox successfully.
Bounce rate = (Total number of bounced emails / Number of emails sent) * 100
Example: (55 bounced emails / 10,000 total emails sent) * 100 = 0.55% bounce rate
5. Forwarding Rate
It is the percentage of recipients who clicked on the forward option and/or shared your message on the social network.
Forwarding Rate = (Number of clicks on forwarding or share option / Number of delivered emails) * 100
Example: (250 clicks on a share or forward button / 10,000 delivered emails) * 100 = 2.5% forwarding rate
6. Overall ROI
It is the total return on investment for your email marketing campaign.
Overall ROI = [($ additional sales made – $ invested in the campaign) / $ invested in the campaign] * 100
Example: [($1500 additional sales made – $200 invested in the campaign) / $200 invested in the campaign] * 100 = 650% overall ROI
7. List Growth Rate
It is the rate at which the email list is growing.
List Growth Rate = {[(Number of new subscribers) – (Number of unsubscribes and email complaints)] / Total number of records on your email list} * 100
Example: {[(300 new subscribers) – (100 unsubscribes and email complaints)] / 10,000 records on email list} * 100 = 2% list growth rate.
