One of the most efficient marketing channels in digital marketing is email marketing because you can customize your emails depending on your clients’ needs. To be successful with it, you can track email marketing metrics to measure its performance. 

If you browse the internet, you’ll find plenty of articles available with experts telling you about what to do with email marketing, how to write a sales copy of an email, a newsletter, promotional events, and much more. Still, the question is: which tools are more efficient and for which purpose?

In an era where data-driven marketing is more prominent than ever, it’s essential to understand what data to follow for your emails. Estimating the execution of your operations is critical for your success with email marketing.

Why Are Email Marketing Metrics Significant?

For all email marketing campaigns, there is an aim to be fulfilled. You establish your campaigns depending on your intentions. To understand if you accomplished your goals or not, you must identify which email marketing metrics to scale. By estimating the benefits of the appropriate metric, you can recognize any field for development in your campaigns so that your prospective campaigns will deliver even better than your present ones.

There are lots of metrics to track around your email campaigns. Key Performance Indicators (KPIs) will give you more beneficial strategies and better knowledge of client preferences.

We have compiled a list of email marketing metrics that matter for every marketer.

Most Important Email Marketing Metrics

Conversion Rate

Your click-through rate estimates how many users have clicked your link, while your conversion rate will evaluate how many people clicked on the link and then performed a particular activity. For instance, if you had a link in your email for your subscribers to engage in a sale, the conversion rate would show you what portion of the people clicked on the link and made a purchase.

Conversion rates present you with different insights on your return on investment. When you know how much you have spent and how many subscribers are converting, it is easier to know whether or not the money you are investing into your campaign is worth it or not.

Deliverability Rate

The metric to examine when assessing the effectiveness of your email marketing is the deliverability rate. The deliverability rate is the number of emails received by the recipient’s server. You can decrease the number of subscription cancellations and spam complaints by reviewing your email list.

The purpose is to expand your email list. If you are observing a large number of unsubscribe requests, you might consider taking a deeper look into the content of your email messages, the regularity with which you are sending emails, and the subscribers to whom you are sending the emails.

Growth Rate List

Your growth rate list indicates how much your email list has increased over a specific period, over a span of days, months, or years. To scale your email list, you can provide promotions or a downloadable ebook and discounts as a reward for subscribing.

Additionally,  you can track your least interested subscribers, the users who are part of your list but never reply or open your emails. Having them on your list can damage your delivery rates. When you measure your list growth rate, eliminate uninterested users from the email list, or you can implement a re-engagement campaign with those subscribers.


Most email marketing providers sell by the abundance of subscribers to the mailing lists. One false assumption that people make is that their estimates do not count people who have unsubscribed from your list when, in reality, they do. To accurately calculate your mailing list, simply remove the people who have unsubscribed.

Forwarding Rate

The forwarding rate is also known as the email sharing rate. It refers to the number of people who have forwarded your emails. When someone forwards your email, it suggests that you are reaching a new audience. To boost your forwarding rate, you can include social icons or a share button at the end of your emails to make it easy for users to share if they like the email.

You can also track how many users click on the share button or the social icons to forward your emails. By knowing which emails get the most shares, you can see what content your audience finds the most appealing and shareable.

Complaints Of Spam

It can be frustrating to see your emails getting labeled as spam. Although you may want to overlook these situations, it’s vital to pay attention to complaints of spam. Email service providers are required to guarantee quality, and therefore they follow spam complaints. If your spam rate gets too high, your email service provider might flag and block your account.

Your email service provider will possibly follow the spam rate for you, but you may need to focus on it yourself to make sure that nothing is technically incorrect with your emails and that your copywriting reaches your desired audience.

The Amount Of ROI

The leading email marketing metric to follow is your return on investment (ROI). Email may not be needed as much as social media or display ads, but every email campaign has some form of investment., It includes the CRM tools you use to send an email and manage your email list, as well as the resources and the time you put into each campaign.

Your ROI shows you how cost-effective your email marketing campaigns are. It is likewise a sales-driven metric and is only efficient if your goal is to market. Tracing this metric will support you to understand which operations are most productive, and how your email marketing ROI links to other marketing tactics.

Final Words

Being clever about which metrics you are tracking can help you adequately monitor your email performance and your email list. Consistently following these metrics can help you in your journey toward achieving email marketing goals.

Author Bio:

Harnil Oza is CEO of Hyperlink InfoSystem, an app development company in the USA, India & the UK, having a team of the best iOS and android app developers who deliver the best custom app development solutions mainly on Android and iOS platforms. He regularly contributes his knowledge to leading blogging sites like App Development Companies.