Key takeaways
Give attention to key electronic mail advertising and marketing metrics like supply price, open price, and conversion price to successfully consider and improve your marketing campaign efficiency.
Frequently monitoring these metrics helps determine tendencies, spot points early, and make data-driven selections that align with your online business objectives.
Make the most of Omnisend’s superior reporting instruments to streamline the monitoring and evaluation of those metrics, guaranteeing you’ll be able to act rapidly on insights.
Tailor the metrics you monitor primarily based in your particular enterprise kind and goals, as not all metrics might be equally related to each marketing campaign.
Studying Time: 13 minutes
Seeing dozens of electronic mail advertising and marketing metrics within the experiences can really feel overwhelming should you’re undecided which of them actually matter and are useful to you. Afterall, you’ll be able to solely make use of these metrics while you really perceive them.
This text makes these metrics sensible and simple!
You’ll be taught what every metric means, easy methods to calculate it, and why it issues for evaluating electronic mail efficiency.
With Omnisend’s superior reporting, you’ll be able to monitor and analyze these metrics in a single place and make knowledgeable selections quicker.
Get began free at the moment and monitor electronic mail efficiency with Omnisend
Fast join | No bank card required
15 electronic mail advertising and marketing metrics everybody ought to know
Electronic mail advertising and marketing metrics are the important thing efficiency indicators that designate how subscribers work together along with your emails. They point out how electronic mail campaigns carry out throughout supply, engagement, and conversions.
Frequently monitoring electronic mail advertising and marketing metrics makes it simpler to know and handle efficiency. Frequent checks matter as a result of they:
- Present which emails carry out effectively and which of them want modifications
- Assist spot early warning indicators like engagement or supply drops
- Make long-term selections simpler by counting on tendencies, not assumptions
For ecommerce companies, metrics additionally assist join emails to buyer journeys. You may see how emails help searching, repeat visits, and purchases. This perception allows you to refine messaging with out overcomplicating your strategy.
Omnisend’s superior reporting brings these metrics collectively so that they’re simple to watch and examine.
Earlier than you dive into the 15 key electronic mail advertising and marketing metrics under, it helps to know the place to search out them inside Omnisend. On this fast walkthrough, you’ll see easy methods to use the Reviews tab to evaluation efficiency throughout Campaigns, Workflows, and Types. And easy methods to click on into any particular person marketing campaign / automation to get deeper context like open price, click on price, income, hyperlink exercise, 24-hour efficiency, and even a click on map:
- Supply price
- Bounce price
- Spam criticism price
- Open price
- Click on-through price (CTR)
- Click on-to-open price (CTOR)
- Engagement price
- Conversion price
- Income per electronic mail
- Income per recipient (RPR)
- Electronic mail ROI
- Unsubscribe price
- Record progress price
- Inbox placement price
- Electronic mail attribution price
Within the following sections, we’ll get into the main points of what every means and why it’s essential. So, maintain studying.
Deliverability electronic mail advertising and marketing metrics
In electronic mail advertising and marketing, deliverability refers as to whether mailbox suppliers settle for messages and ship them to recipients.
These supply electronic mail advertising and marketing metrics present whether or not your emails also have a shot at being seen. With out strong supply, engagement, and conversions can’t occur, so that is the very first thing to verify.
Omnisend helps you monitor numerous electronic mail deliverability metrics:
Now, let’s focus on some metrics for electronic mail advertising and marketing that fall on this class.
1. Supply price
Supply price tells you what share of your emails have been delivered moderately than bouncing. It primarily tells you whether or not your emails even attain the recipients’ inboxes.
Right here’s the way it’s calculated:
Supply price = (Emails delivered/emails despatched) × 100
Divide the variety of emails delivered by the variety of emails despatched and multiply by 100 to get the speed. Taking a look at this over time is extra useful than specializing in one marketing campaign.
Why this metric issues
If the supply price slips, every little thing else turns into tougher to trace. You would possibly suppose the difficulty is content material when the true drawback is that emails aren’t getting by means of. Monitoring the supply price helps you defend engagement and income earlier than bigger drops happen.
2. Bounce price
Bounce price is the share of your emails that have been rejected and by no means reached recipients. It’s some of the evident indicators of supply and signifies high quality points.
It could possibly be a tough bounce or a comfortable bounce. A tough bounce is a everlasting electronic mail supply failure brought on by points like an invalid or non-existent electronic mail deal with, blocked domains, or strict server guidelines, and a comfortable bounce is a short lived supply subject brought on by causes resembling a full inbox, server downtime, or message measurement limits.
Right here’s the components:
Bounce price = (Emails bounced/emails despatched) × 100
Have a look at your complete electronic mail sends after which see what number of emails failed. While you categorical that distinction as a share, the bounce price turns into a lot simpler to watch.
Why this metric issues
This metric issues as a result of bounce price straight impacts supply and listing well being. A rising bounce price usually means your listing wants cleansing or that emails are being despatched incorrectly.
3. Spam criticism price
Spam criticism price is the share of recipients who clicked on “report spam” after getting your electronic mail. It tells you when folks discover your messages annoying, irrelevant, or shocking.
System:
Spam criticism price = (Spam complaints/emails delivered) × 100
Take the variety of complaints for a marketing campaign, divide by the full delivered emails, and multiply by 100. This offers a transparent share you’ll be able to examine throughout campaigns and time durations.
Why this metric issues
Excessive criticism charges make inbox suppliers much less more likely to belief your sending, which might decrease supply and inbox placement. It’s one of many quickest methods to harm long-term efficiency, so watch this metric and repair the causes when it climbs.
Engagement electronic mail advertising and marketing metrics
Engagement metrics measure what occurs after an electronic mail reaches somebody’s inbox. It could possibly be opens, clicks, and different indicators that present folks paid consideration.
These metrics are an excellent signal of curiosity and relevance, however they’re not the identical as income. You may get numerous clicks and nonetheless see low gross sales if the remainder of the funnel doesn’t work.
Engagement influences supply and conversions over time. When folks work together along with your emails, inbox suppliers take be aware, which might help future sends carry out higher.
Omnisend tracks all important electronic mail advertising and marketing engagement metrics, together with:
Let’s focus on the highest electronic mail advertising and marketing metrics associated to engagement.
4. Open price
Open price is the share of delivered emails that folks really opened. It’s the primary signal that your topic line and sender information bought consideration.
System:
Open price = (Opened emails/delivered emails) × 100
Seize the variety of opens and the delivered rely out of your report. Divide the variety of opens by the variety of delivered emails and multiply by 100. Evaluating campaigns and time home windows yields a helpful metric for recognizing patterns.
Why this metric issues
An affordable open price exhibits your topic strains and timing are working. If opens are low, modifications to these components normally assist earlier than you tweak the message itself.
Notice: Remember the fact that privateness instruments and electronic mail proxies can inflate or conceal opens. Deal with open price as an indicator, not a exact measure of readership.
5. Click on-through price (CTR)
Click on-through price is the share of delivered emails that resulted in clicks on hyperlinks inside the electronic mail. It measures the quick engagement after electronic mail opens.
The components is:
CTR = (Clicks/emails delivered) × 100
Examine the clicking rely in your report and examine it to the delivered emails. Expressing that as a share provides you a transparent sense of how usually folks click on.
Why this metric issues
CTR is the place curiosity turns into motion. It tells you if persons are curious sufficient to click on by means of. Whereas clicks don’t equal purchases, they present which emails are shifting folks nearer to conversion and the place your content material wants fixing.
6. Click on-to-open price (CTOR)
Click on-to-open price measures how compelling your electronic mail was to those that opened it. It removes unopened emails from the equation, so content material is simpler to guage. It tells you ways efficient your content material was in getting folks to click on on hyperlinks and take motion.
System:
CTOR = (Variety of clicks/variety of opens) × 100
Have a look at how many individuals opened the e-mail and what number of clicked on a hyperlink. Divide clicks by opens and switch it right into a share. This removes supply and topic line results and retains the deal with the message.
Why this metric issues
CTOR helps you gauge how efficient your electronic mail content material is as soon as it’s opened. If opens are wholesome however CTOR is low, the difficulty is normally the message itself. This makes CTOR helpful for enhancing copy, format, and calls to motion.
7. Engagement price
Engagement price exhibits how actively recipients work together along with your emails as soon as they’re within the inbox. It’s primarily based on a mixture of actions that sign curiosity and a focus.
Nevertheless, do not forget that engagement definitions can differ by electronic mail platforms.
The overall components is:
Engagement price = (Engagement actions/emails delivered) × 100
To calculate engagement price, platforms examine tracked interactions with delivered emails and report the end result as a share. Since engagement can embody a number of actions, this metric is normally calculated robotically moderately than manually.
Why this metric issues
Engagement price helps you perceive whether or not emails are holding consideration, not simply getting opened. It helps spot content material fatigue and enhance relevance. Sturdy engagement additionally sends constructive indicators to inbox suppliers and may help higher long-term efficiency.
Conversion and income electronic mail advertising and marketing metrics
Conversion and income metrics inform you which electronic mail actions change into actual outcomes, resembling gross sales or lead captures. They transfer the main focus from engagement to precise enterprise worth.
These numbers are important as a result of they point out whether or not electronic mail helps you obtain your revenue-based objectives. If you happen to run an ecommerce retailer, monitoring conversions and income is the way you see what really pays off.
Use Omnisend to trace key gross sales and income metrics, resembling:
We’ll now stroll by means of the important thing electronic mail advertising and marketing conversion metrics it’s best to monitor and easy methods to interpret them.
8. Conversion price
Conversion price is the share of delivered emails that led to the motion you set because the aim. It could possibly be something from buying to registering for an occasion. So long as somebody took an supposed motion after studying your electronic mail, it counts as a conversion.
Right here’s the components:
Conversion price = (Variety of conversions/emails delivered) × 100
Pull the rely of conversions tied to the marketing campaign and divide it by the variety of delivered emails. Convert that to a share to match campaigns or time durations. If you wish to take a look at messages versus touchdown pages, attempt conversions ÷ clicks as a follow-up metric.
Why this metric issues
This metric hyperlinks emails to precise outcomes, so it’s the way you choose ROI. It helps you see which affords, copy, and hyperlinks drive outcomes. Bettering conversion price normally has a direct impact on income.
9. Income per electronic mail
Income per electronic mail measures how a lot cash every electronic mail generates on common. It reduces a marketing campaign’s end result to a single greenback quantity you need to use to match emails.
The components to calculate that is:
Income per electronic mail = (Complete tracked income/delivered emails)
Pull the income tied to the e-mail out of your analytics, then divide it by the variety of delivered emails. Be constant about what counts as “tied” income — identical monitoring window and attribution mannequin.
Why this metric issues
This metric is useful for testing affords, frequency, and creativity. If one marketing campaign earns noticeably extra per electronic mail, copy that strategy. For ecommerce shops, income per electronic mail makes it simple to see which sends really transfer the enterprise needle.
10. Income per recipient (RPR)
RPR measures the typical quantity of income generated per recipient who bought your electronic mail. It supplies a per-person view of the monetary affect moderately than a per-email view.
System:
RPR = (Marketing campaign income/recipients who acquired the e-mail)
RPR is calculated by dividing marketing campaign income by recipient rely. Utilizing the identical technique throughout sends makes tendencies simpler to identify.
Why this metric issues
RPR helps you choose whether or not a marketing campaign is financially environment friendly on the viewers degree. It’s useful for deciding frequency, evaluating VIP lists, and estimating the affect of scaling a marketing campaign to extra recipients.
11. Electronic mail ROI
Electronic mail ROI measures the return you get from electronic mail in contrast with what you set in. It converts electronic mail efficiency right into a easy share that exhibits revenue or loss.
System:
Electronic mail ROI = (Income from electronic mail − complete electronic mail spend)/complete electronic mail spend) × 100
Collect the income you’ll be able to hyperlink to electronic mail campaigns and add up all email-related prices. Prices can embody your sending platform, design and manufacturing, company or workers time, listing progress prices, and any monitoring or integration charges.
Subtract spend from income, divide by spend, and convert to a p.c. Maintain your strategies constant so you’ll be able to belief month-to-month modifications.
Why this metric issues
ROI makes it simple to see if electronic mail efforts repay and which campaigns deserve scaling. It helps you justify funding and select techniques that give the most effective monetary return.
Record well being electronic mail advertising and marketing metrics
Record well being metrics deal with whether or not your subscriber base is robust and sustainable. They measure metrics resembling progress, churn, and the quantity of people that keep engaged over time.
Watching listing well being tells you whether or not your listing is changing into extra helpful or wants cleanup. Wholesome lists enhance engagement and supply, which, in flip, assist campaigns carry out higher. Over time, a wholesome listing makes electronic mail a reliable channel for producing income and constructing buyer connections.
12. Unsubscribe price
Unsubscribe price tells you what share of delivered emails led folks to choose out. It’s a easy measure of what number of recipients need to cease listening to from you.
Right here’s how one can calculate it:
Unsubscribe price = (Variety of unsubscribes/complete delivered emails) x 100
Learn the way many individuals unsubscribed throughout a marketing campaign and divide that by the delivered rely. Watch this quantity over a number of broadcasts to see if minor points change into a development.
Why this metric issues
This metric supplies a transparent indication of relevance and the frequency of your messaging. If it creeps up, attempt adjusting content material, frequency, or listing concentrating on.
Reducing the unsubscribe price helps protect listing high quality and retains your future sends reaching the appropriate viewers.
13. Record progress price
Record progress price measures how rapidly your subscriber base modifications, accounting for each new signups and losses.
System:
Record progress price = (Internet new subscribers/listing measurement at interval begin) × 100
Have a look at how large your listing was in the beginning of the interval and the way a lot it has grown since then. The proportion change between these two numbers is your progress price.
Why this metric issues
Electronic mail depends on a gradual move of latest, subscribers. When progress stalls, outcomes normally comply with. This metric helps you determine when to speculate extra in acquisition or regulate what you’re sending.
Efficiency and attribution electronic mail advertising and marketing metrics
Efficiency and attribution metrics aid you perceive not simply what occurred, however why it occurred. They measure the place the e-mail lands and present how these outcomes are attributed.
This goes past fundamental engagement to disclose which emails really moved the enterprise ahead. Attribution connects electronic mail exercise to broader outcomes, resembling orders, lifetime worth, or channel combine, to be able to assess affect extra pretty.
14. Inbox placement price
Inbox placement price exhibits whether or not your emails attain the inbox or get pushed to spam. It’s about visibility, not supply alone.
It solutions the sensible query: Did the message get an actual probability to be seen?
Inbox placement price = (Delivered emails delivered to inbox/emails delivered) × 100
To measure inbox placement, manufacturers ship take a look at campaigns to lists of pattern inboxes throughout main suppliers. The outcomes present which suppliers put your mail within the inbox and which route it to spam. Repeat checks over time to identify modifications after you replace content material or authentication.
Why this metric issues
In case your emails land in spam, they’re unlikely to get clicks or gross sales. Good inbox placement provides your campaigns a good probability to carry out. Monitoring this metric helps you defend supply and enhance the worth of each ship.
15. Electronic mail attribution price
Electronic mail attribution price exhibits the share of conversions or income that you just credit score to electronic mail advertising and marketing. It exhibits whether or not electronic mail is driving outcomes straight or principally serving to different channels.
Right here’s the components to calculate it:
Electronic mail attribution price = (Variety of conversions from electronic mail/complete variety of conversions throughout all channels) x 100
Attribution begins with monitoring electronic mail clicks and visits utilizing tags or identifiers. As soon as that’s set, assign conversions or income to electronic mail primarily based on the attribution mannequin you select and complete them for reporting.
Why this metric issues
Attribution price hyperlinks electronic mail work to enterprise affect. It helps you see whether or not emails begin, help, or shut gross sales and allows you to examine emails with different channels when deciding the place to speculate.
Key electronic mail advertising and marketing metrics by enterprise kind
You don’t should measure each metric to find out whether or not a marketing campaign is profitable. Decide metrics that match what you promote and the way you promote it. Objectives, viewers, and gross sales cycle change the numbers that matter most. Right here’s a brief guidelines to information reporting.
| Enterprise kind | Why these metrics? | Key electronic mail advertising and marketing metrics |
|---|---|---|
| Electronic mail advertising and marketing specialists and freelancers | Have to show efficiency, enhance campaigns, and present clear worth to shoppers | Supply price, open price, click-through price, conversion price, electronic mail ROI, engagement price |
| Ecommerce companies | Give attention to tying electronic mail on to gross sales and income | Conversion price, income per electronic mail, income per recipient, electronic mail ROI, click-through price, unsubscribe price |
| Small companies | Want easy indicators to evaluate relevance and outcomes with restricted assets | Open price, click-through price, conversion price, electronic mail ROI, unsubscribe price |
| Mid-sized firms | Stability income affect with listing high quality and long-term progress | Electronic mail ROI, income per recipient, supply price, engagement price, listing progress price |
Key electronic mail advertising and marketing metrics for electronic mail advertising and marketing specialists and freelancers
If you happen to handle electronic mail for shoppers or inner groups, your metrics ought to present two most important issues: whether or not campaigns are performing and whether or not the general account is in good condition.
These are the numbers shoppers and stakeholders normally count on to see in experiences:
- Supply price
- Open price
- Click on-through price
- Conversion price
- Electronic mail ROI
- Engagement price
Key electronic mail advertising and marketing metrics for ecommerce companies
Ecommerce groups care about gross sales first, so choose metrics that tie emails to {dollars} and orders. Electronic mail advertising and marketing metrics for on-line shops ought to present a direct monetary affect. Monitor these to see which campaigns really transfer product:
- Conversion price
- Income per electronic mail
- Income per recipient
- Electronic mail ROI
- Click on-through price
- Unsubscribe price
Key electronic mail advertising and marketing metrics for small companies
For small groups, simplicity wins. Monitor a handful of dependable metrics, so you recognize if emails are grabbing consideration and whether or not the campaigns are driving engagement and outcomes. Additionally, persist with that set every month for a comparable analysis.
Listed below are some essential electronic mail advertising and marketing metrics it’s best to monitor:
- Open price
- Click on-through price
- Conversion price
- Electronic mail ROI
- Unsubscribe price
Key electronic mail advertising and marketing metrics for mid-sized firms
Mid-sized groups steadiness testing with regular efficiency. They deal with scalability, predictability, and ROI. So, monitor metrics that present monetary affect and listing well being so you’ll be able to scale what works and clarify outcomes to stakeholders.
Listed below are the highest electronic mail advertising and marketing metrics for mid-sized firms:
- Electronic mail ROI
- Income per recipient
- Supply price
- Engagement price
- Record progress price
Two free Omnisend instruments to benchmark and forecast your electronic mail advertising and marketing metrics
If you wish to flip these metrics into an motion plan (not only a report), listed below are two free Omnisend instruments that aid you examine efficiency and estimate affect — quick:
Electronic mail ROI calculator
Use Omnisend’s Electronic mail ROI Calculator to estimate ROI primarily based in your ship quantity and marketing campaign prices, then pressure-test what wants to vary (greater conversion price, greater AOV, higher deliverability, stronger clicks) to maneuver the quantity. It’s a sensible technique to join engagement metrics to the metric that issues most: profitability.
Electronic mail benchmark calculator
Undecided whether or not your open price, click on price, conversion price, or AOV is “good” to your trade? The Electronic mail Benchmark Calculator allows you to view averages throughout industries and ecommerce platforms, so you’ll be able to rapidly spot what’s lagging — and the place you’re outperforming — earlier than you begin optimizing.
Wrapping up
Briefly, electronic mail advertising and marketing efficiency metrics flip exercise into affect. Give attention to the measures that match your online business and ignore the remainder, as readability beats chasing each stat.
Over time, the appropriate electronic mail advertising and marketing marketing campaign metrics enhance supply, engagement, and income. Electronic mail advertising and marketing instruments like Omnisend give ecommerce manufacturers and entrepreneurs the reporting instruments to trace these metrics and make selections quicker.
And for a broader benchmark lens, Omnisend’s 2026 Ecommerce Advertising Report analyzes efficiency throughout 150,000 manufacturers, protecting 27 billion emails, 321 million SMS messages, and 458 million push notifications. The report highlights how outcomes are more and more concentrated (for instance, a small share of manufacturers drove a majority of progress) and exhibits why high-intent lifecycle messaging issues — automations represented simply 2% of electronic mail sends, however drove 30% of income within the dataset.
Join the free plan at the moment and monitor key ecommerce metrics
Fast join | No bank card required
FAQs
It depends upon your aim and enterprise wants. For ecommerce that’s usually electronic mail ROI or income per electronic mail. For B2B, it is perhaps lead-to-demo conversion. Maintain the KPI easy, report it persistently, and use secondary metrics to clarify what moved the quantity final month.
Good electronic mail metrics are those you’ll be able to act on. Supply price exhibits attain, open price exhibits curiosity, CTR exhibits intent, and conversion price exhibits outcomes.
Success comes from repeatable outcomes, not remoted wins. Monitor the identical core electronic mail advertising and marketing success metrics every interval, together with supply, engagement, and conversions. Use income metrics if gross sales matter.
Evaluating tendencies over time reveals whether or not modifications improve efficiency and whether or not electronic mail persistently helps bigger enterprise objectives.
Some core electronic mail advertising and marketing metrics embody supply price to make sure attain, open price for topic strains, CTR for content material power, conversion price for outcomes, and electronic mail ROI for worth.
These are a few of the finest metrics to trace in electronic mail advertising and marketing.
