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Email Marketing KPIs

Core Email Marketing KPIs

Open Rate

  • What it measures: % of recipients who open your email
  • Why it matters: Shows how effective your subject lines and sender name are
  • Benchmark: 20–30% (varies by industry)

Click-Through Rate (CTR)

  • What it measures: % of people who clicked a link inside your email
  • Why it matters: Indicates how engaging your content and CTAs are
  • Benchmark: 2–5%

Click-to-Open Rate (CTOR)

  • What it measures: % of openers who clicked a link
  • Why it matters: Reveals content performance for those who actually read the email
  • Benchmark: 10–20%

Conversion Rate

  • What it measures: % of recipients who completed a desired action (purchase, sign-up, etc.)
  • Why it matters: Connects email performance to real business goals

Bounce Rate

  • What it measures: % of emails not delivered
  • Why it matters: A high bounce rate can hurt sender reputation
  • Benchmark: Keep under 2%

Unsubscribe Rate

  • What it measures: % of recipients who unsubscribed
  • Why it matters: Measures list quality and content fit
  • Benchmark: Under 0.3%

Spam Complaint Rate

  • What it measures: % of recipients who marked your email as spam
  • Why it matters: Impacts your deliverability
  • Benchmark: Keep below 0.1%

List Growth Rate

  • What it measures: Speed of email list growth (new subs – unsubscribes / total subs)
  • Why it matters: Indicates audience interest and opt-in effectiveness

Revenue Per Email / Per Campaign

  • What it measures: Direct sales generated by an email
  • Why it matters: Essential for ROI tracking, especially in eCommerce

Email ROI

  • What it measures: Return on investment for your email campaigns
  • Formula: (Revenue – Cost) / Cost

Bonus KPIs (for advanced teams)

  • Email deliverability rate
  • Engagement over time (heatmaps or journey mapping)
  • Time spent reading the email
  • Mobile vs. desktop performance

Pro Tip:

Use KPIs that align with your goal:

  • For sales-driven brands → Focus on conversion rate & revenue
  • For content-driven brands → Focus on CTR & engagement
  • For list-building → Focus on list growth rate & opt-in conversion
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