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10 Metrics That Can Improve Your Email Marketing

Written by Anna Milward on May 5, 2015

2015 has been hailed as a big year for data, but there is so much information out there that it’s easy for even the most tech-savvy email marketers to become overwhelmed.

Don’t be daunted by the sheer volume of data available. Paying attention to your metrics can make a big difference to the future success of your email marketing – however intimidated you might feel, you shouldn’t ignore the very thing that could take your marketing to the next level.

Here are 10 metrics which every email marketer should be aware of and make use of in their campaigns.

1. Delivery rates

The delivery rate tells you how many of the emails you send are actually getting through. It’s important to keep an eye on this rate, because if it’s too low it could be a sign that your emails are landing in spam folders or you are sending to invalid email addresses.

2. Open rates

The open rate shows you how many people open your emails. By keeping track of open rates you can tell whether your subject lines are working and whether your recipients are interested in receiving your emails.

3. Click through rates

This is a great metric that tells you how engaging your email content is. Click through rate measures the number of people who have not only opened your email but have actually engaged with it by clicking on a link within it.

4. Bounce rate

The bounce rate measures how many emails don’t get delivered because they are being sent to an invalid email address or the recipient’s inbox is full. It’s important to monitor bounce rates as a high bounce rate can affect your deliverability rates.

5. Unsubscribe rates

This is the number of people who have unsubscribed to your list after being sent an email. A high unsubscribe rate usually means you’re doing something wrong and can alert you to changes that you need to make to your email marketing strategy.

6. Inbox placement

Inbox placement tells you whether you made it to a recipient’s inbox, or whether your email was sent straight to their junk mail folder. This is very useful to know if you want to make sure your emails are getting seen.

7. Referral rates

It’s good to keep track of your referral rates so you can see what is working. Referral rates include emails which have been forwarded by your recipients and can also include social sharing data. If one of your emails has been shared and forwarded extensively it’s a good sign that you are hitting the mark with your recipients.

8. Complaint rates

On the other hand, if your recipients are not pleased with what they’re receiving chances are you’ll hear about it. Complaints happen when your recipients mark your emails as spam and a high complaint rate can affect your overall deliverability. To keep complaint rates as low as possible make sure your unsubscribe button is clearly displayed.

9. Return on investment

Email marketers don’t always pay attention to this figure. Your return on investment is how much profit your email marketing generates, minus how much you spend on it. This figure can help you see whether your email marketing is fulfilling its goals and what impact it’s really having on your business bottom line.

10. New subscriber rates

If you want to grow your business through the power of email marketing, you need to grow your email subscribers. By keeping an eye on your new subscriber rates you can tell whether your strategy is working or whether you need to pay more attention to building your list.

Don’t stick your head in the sand when it comes to email marketing data. Paying attention to these 10 essential metrics can help you keep on track with your email marketing and improve your results in the future.

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