5 Important Email Marketing Key Performance Indicators to Track

When running an email marketing campaign, it’s important to perform audits to ensure that you get the most out of your time and effort. One of the key steps to running an email audit includes keeping track of vital key performance indicators or KIPs and metrics.

These metrics allow you to pinpoint areas you need to improve on while also highlighting where you’re doing well. This will then help you to improve your overall email marketing conversions and communication with your audience.

Here are 5 important email marketing key performance indicators you should be tracking.

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5 Email Marketing Key Performance Indicators to Track

Don’t neglect or ignore your email marketing key performance indicators. They provide a lot of information to help you make good choices. If you know what the numbers mean and how to read them correctly, the data will help you.

Proper click-through rates, low bounce rates, and high conversions are essential to email marketing success.

1. Email Delivery or Bounce Rate

This is the rate at which your emails are delivered to your customers and make it to their email inbox. You want to keep track of this to ensure you have correct and updated information on your leads and that your email marketing service provider is safe and secure to prevent rejection. This can be improved by using double-opt-in forms and authenticating your email address.

2. Open Rate

This number indicates how often your subscribers are opening your emails. An open rate of 20% or higher is an ideal goal to aim for, as your email marketing goals can’t be achieved if your subscribers don’t open your emails. In addition, be sure your opt-ins are targeted to the right audience and that your subject lines are crafted to hook in and persuade your readers.

3. Click-Through Rate

Click-through rate or CTR indicates that your subscribers are clicking the links or call-to-actions within the email copy after opening it. It’s recommended to aim your CTR at 4% or higher to see proper results. CTR can be improved by enhancing the copy and call-to-action.

4. Click-To-Open Rate

This is a highly undervalued metric that gives you a clear indication of how well your content is performing. It measures the number of unique clicks by the number of unique opens to determine how unique or interesting your content is to your subscribers. This metric can vary and should be around 20 – 30%. It will be higher if you truly know your audience and develop amazing content. Getting to know your audience and keeping up with the latest industry trends work together to help you produce better email copy.

5. Unsubscribe Rate

This rate shows how many people have unsubscribed or removed themselves from your email campaign. If your unsubscribe rate is high, this can tell you a few things. Either you’re sending too many emails, not enough emails, or the content is poor or not up to expectations for those who chose to follow from the opt-in form.

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Sending marketing emails to customers is still one of the most effective strategies for successful modern businesses. But it has become a great deal more competitive in recent years. People are becoming more discerning about what they put down their email address for. No one likes spam, after all. And when you’re fighting for attention in a busy inbox, you have to make sure that your message not only stands out, but gets read and some action is taken.

To master the fundamentals of email marketing, check out this Free Email Marketing Certification Course from the HubSpot academy that will teach you how email marketing works and you’ll soon start to like email marketing more as it helps you grow your business.