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Published on November 6th, 2020 | by Zeeshan Hussain Bhatti


What Metrics Do You Have To Analyze In Your Email Marketing Campaigns

Did you know that email is one of the channels with the highest conversion rate?

A well-optimized Email Marketing campaign can be the perfect strategy to achieve your online marketing goals.

Many times we meet clients who, despite having been working with Email Marketing for some time, do not measure the results of the newsletters sent.

Let this be clear to you: working without measuring does not make any sense.

If you don’t know how your emails work, you will never be able to optimize them.


Today we are going to explain to you which are the metrics that you have to analyze in your Email Marketing campaigns to achieve the proposed objectives. We also recommend that you create a spreadsheet with all the metrics so that you can keep track (daily, weekly and monthly) and draw your own conclusions.

22 Email Marketing Metrics that you have to analyze in your shipments

General metrics

We start with the general metrics that you have to analyze month by month, those that will help you discover more about ​​the status of your subscriber list.

1. Number Of Subscribers

How many total subscribers there are in your Email Marketing lists? Remember, the lists have to be segmented to the maximum, but here we will look at the total number of subscribers (we all like to have thousands and thousands of leads, right?).

2. Percentage Of Increase In Subscribers

In addition to knowing how many subscribers you have on your lists, it is also essential to know the percentage of new leads. Do you get new subscribers every month? Do you have more or less than the previous month?

We are sure that you want the percentage of new leads to be higher with each passing month (the more leads, the more chances that your list will grow).

3. Percentage Of Subscriptions (Daily, Weekly, Monthly)

No matter how much it weighs us, there will be people who unsubscribe from your subscription list . You can’t like everyone.

Although we know that it is normal to have unsubscribes, it is necessary to control the number of people who cancel the subscription, when they do it and understand why.

We recommend that you add in your spreadsheet the number of people who unsubscribe (every day, week or month) and the percentage of unsubscribe.

Is it possible that one type of newsletter is responsible for a higher unsubscribe rate than another type? Will it be the day of the week? Are you sending too many emails? Could it be that the link of the last newsletter did not work?

Subscriber metrics

Let’s see what metrics you have to analyze in reference to the subscribers of your lists. It is the way that you have a more detailed view of the people who are subscribed to your database.

1. By Lists

Surely you know: you have to segment your subscribers as much as possible in different lists. How to do it?

  • According to the theme that interests them
  • According to their demographic characteristics
  • According to your sex
  • According to your age
  • According to their behavior with the brand (those who have already bought Vs those who have not yet, for example)
  • Those who have attended an event
  • Etc.

In your email marketing manager you must have different lists with your well-segmented subscribers.

A necessary metric is the number of subscribers that are within each list, and what is its% growth. Do more people interested in a specific topic on your website subscribe?

2. Percentage Of Active / Inactive Subscribers

You can have thousands and thousands of emails in your lists like explainer animation video agency but, if half of these are not active (that is, they never open your emails), you will not get results.

Most Email Marketing tools have this metric so you know if your lists have interested users or not in your emails.

3. Subscription Devices

It is also very interesting to know if your subscribers are registered in your lists through mobile devices or from computers.

Your subscription forms on the web may not display correctly or fail from mobile. If you see that the number of people who subscribe from mobile devices is very low, check your subscription pages.

4. Geographical Location Of Subscribers

It is also necessary to know from where users subscribe, that is, from which city, community or country.

If we only sell to UK, for example, we won’t be interested in having people from New Zealand subscribe to our newsletter, don’t you think?

Newsletter delivery metrics

Now it’s time to get fully into the metrics that you have to analyze every time you send a newsletter.

1. Number Of Submissions

The number of emails to which the newsletter has been sent (it is recommended that, in your spreadsheet, you also write down which lists or list segments you have sent it to).

2. Percentage Of Successful Shipments (Delivery Rate)

The delivery rate is the percentage of successful shipments, that is, those that have reached the user’s inbox.

The number of shipments and the number of successful shipments will never be the same. Unfortunately, no matter how clean your subscription list is, there will always be emails that “get lost along the way.”

They can identify us as SPAM, users can have a full inbox … Knowing how many emails have been sent successfully is necessary to be able to calculate the following metrics accurately.

3. Bounce Rate

Bounce Rate, or bounce rate, is the percentage of emails that could not be delivered due to some failure. In other words, the email server of a subscriber rejects our email.

This percentage can reduce your deliverability rates, since email managers (such as Gmail) perceive your domain as SPAM.

This rate may indicate that you have email addresses that do not exist, so check your lists and clean up.

There are two types of bounces:

  • Hard: invalid addresses (email or domain does not exist, is misspelled, or the recipient’s email server has completely blocked delivery).
  • Soft: The inbox is full or there was a temporary problem with the destination server. A submit attempt will be generated again.

4. Number And Opening Rate

This number indicates the total (or percentage) of users who opened the newsletter you sent.

It is a metric that indicates the success of the email subject and can reflect the degree of affinity of the subscribers with the brand (if they open the emails, it will be because they know that what is inside may interest them).

It is very interesting and necessary to analyze this metric according to the time (what time of the day do you open the most emails?), Day (what day of the week do your subscribers open your newsletters?), Country (from which countries do your most emails?), language (what language do the people who open your newsletters the most?), industry and user’s device. If you find that your campaign is struggling with a low open rate, consider an email to text gateway that allows you to ping customers on their cell phones rather than just in their inboxes, as this provides a much higher CTR.

When you have analyzed several shipments, you will be able to determine when is the best time to send your newsletters and know exactly if it is better to segment your shipments by country / language / industry, etc.

5. Number And Rate Of Clicks (Click-Through-Rate)

Click through Rate, or what is the same, click-through rate, is the percentage of clicks that users have made within a newsletter.

A high CTR means that users have been interested in the content of the email and have listened to the CTA you have placed (call to action). That is, they have interacted with our newsletter.

Here it is essential to know which links users have clicked (when we have more than one).

6. Opening Location

It is very interesting to see from which cities, countries or continents our newsletter has been opened.

7. Number Of Subscriptions Per Newsletter

In order to know if our newsletters are interesting for our target audience, it is necessary to take this metric into account.

Record in the spreadsheet how many people have unsubscribed after receiving a newsletter.

8. Devices From Where The Mail Was Opened

We are also interested in knowing from which devices our email was opened: computer, mobile or Tablet. In this way we can know if there is a problem with the “responsive” design of our newsletters.

9. Number Of Forwarders

Some Email Marketing tools have the option that users can forward your newsletter to other people (forward to a friend). In this way, every time a subscriber forwards your email, it will appear in the campaign report.

10. Emails Marked As Spam

A very important piece of information to know if your emails are considered annoying (something that you will never want to happen) is the number of emails that have been shown as SPAM or, in other words, claims of abuse (report abuse).

When a person considers your email as SPAM, this action will be registered as an abuse report in your account and the email of the user in question will be removed from the active list.

How to avoid being marked as SPAM?

  • ALWAYS use an Opt-in confirmation, that is, when someone wants to subscribe to your list, they have to activate and confirm their subscription via email.
  • Do not send information of little value.
  • Do not saturate the inbox of users with your newsletters.
  • Don’t use deceptive subscription methods.

Analytics metrics

When you analyze your newsletters, you should not only base yourself on the metrics that you find in your Email marketing tool, no. You must analyze KPIs that you will find in Google Analytics.

1. Number Of Visits To The Web

How many people have gone to your website from a link in the newsletter? It is essential to know if your emails are one of the channels that bring traffic to your website.

2. Number And Rate Of Conversions

We love the fact that the readers of our newsletters enter our website. But that they end up performing the action we have asked of them, we like it even more.

It is very important to know the number of conversions that our newsletter has achieved as well as the percentage (it is not the same to get 98 conversions with a list of 150 subscribers than with one of 15,000).

When we talk about conversions we refer to any action that we want a user to perform: buy a product, download a pdf, leave a comment, share a post, and fill out a form…

3. Rate Of Profitability

Another rate that you need to know is the profitability of the Email Marketing campaign. Despite having achieved a high number of conversions, has the campaign been profitable?

This metric is influenced by data such as the real cost of the campaign (where we must include the creative expenses or the cost of shipping that we pay to the Email Marketing tool), as well as the cost of generating the products or services we offer and the income that are generated with these sales.

4. Number Of Pages Viewed

How many pages have users who come to your website from one of your newsletters visited?

The higher the number of pages / session, the better the better. That will mean that visitors are interested in your content.

5. Time Of Permanence

It is also interesting to know the time of permanence on the web of those people who come through your newsletters.

As you can see, to optimize your newsletter campaigns to the maximum, you need to analyze a series of metrics from your Email Marketing tool and from Google Analytics.

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is a Digital strategist & Tech Geek, He’s always exploring new skills with different platforms in writing and marketing industry.

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