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Email Marketing Metrics – Understanding Their Effectiveness

Email marketing metrics are used to observe and adjust the effectiveness of an email campaign.

There are many different metrics that campaign managers can get insights from, but only a few give valuable information that can help you improve your strategy.

These important metrics can help you lower your costs, fix potential issues, and, in general, keep your subscribers satisfied.

The screenshots we used in this post are taken from our Mailigen platform, since it offers a good overview and understanding of the numbers you are looking at. 

1 – Spam Percentage

The Spam percentage is one of the most important email marketing metrics you should be monitoring.

Before you click on the Send button, make sure your emails won’t end up in the spam box of your subscribers.

We have made a detailed post that will help you increase the chances of landing in your readers’ inbox instead of their Spam folder, by analyzing all the criteria that affect deliverability.

2 – Open Rate

The open rate is one of the most important metrics you should focus on. It provides information about the percentage of readers that opened and read your email.

Here is why Open Rates are important for your email campaigns:

  • Subject lines – You will get a better understanding of which subject lines lead to higher open rates for your audience. And if you need some help, we have written a blog post on subject lines.
  • Timing – Open rates can help you understand which days your emails are opened more often and help you plan a strategy around it.
  • The average percentage of subscribers that reads your emails.


Here is how you can calculate your Open Rate:

  1. Divide the total number of tracked opens by total amount of sent emails (without including the bounced ones) in order to estimate your open rate per delivered email.
  2. For example, if you sent 100 emails, and only 80 are delivered, your starting point is 80 emails. From that amount 20 emails were tracked as opened. Therefore, the total sums up at 0,25 opens per e-mail delivered.
  3. From there, multiply the number of opens per delivered email and you will get the open rate percentage, which in this case, 25%.

Of course, when you are using email marketing software like Mailigen, you will automatically see the open rates of each campaign.

Email marketing metrics - Mailigen

3 – Click Through Rate

Another metric you should consider is your Click Through Rate.

This email marketing metric will inform you about the number of subscribers that opened the email and responded to the call to action (CTA) by clicking on links.

For example, if your email campaign is sent to a list of 1000 subscribers from which 50 open your email and click through to your website (or any other hyperlink), then your CTR is 5%.

This metric gives you an idea of the percentage of readers that visit your website or check your products.

When it comes to measuring the financial returns of a campaign, knowing your CTR is essential, as you will only be able to sell if subscribers go from their email to your website.

3 – Bounce Rate

Sometimes, you may come across open rates that seem unrealistically low compared to what they normally look like. In that case, don’t panic.

There is a big chance that some of your emails are bouncing, which means that they could not be delivered to one, or more addresses.

If you want to know more about bounce rates, we have written an article that will help you understand them better.

What is the average Open Rate, Click-Through Rate and Bounce Rate?

Are you wondering how good your metrics are performing? Below, you will be able to compare the 3 most important metrics (Bounce rate is shown in Soft & Hard Bounce) presented above with the averages of each industry.

Email marketing metrics map

What we like about these statistics is that they are collected from small businesses instead of large scale corporations.

These benchmarks will help you understand whether your emails are good, great or in need of changes.

Low Click Through rates could be blamed on the quality of your content.

As for bounce rates, it is very well possible that the size of your article was too large, or the reader’s inbox was full.

Also, keep in mind that if you are just starting out, and with a small handful of subscribers, your metrics may vary from email to email.

It is therefore better to start observing the metrics if you have more than 100 subscribers, for example.

Wrapping up

Email marketing metrics are very important when it comes to structuring a successful campaign.

Not knowing how your campaign is performing may lead to people unsubscribing or even flagging your emails.

For that reason, in this article, we discussed the most important email marketing metrics. These are:

  • Open Rate
  • Click Through Rate
  • Bounce Rate

Understanding their purpose and functionality will help you test different types of emails so you can get a better idea of what your target audience really wants to see.

Let us know what your email marketing metrics are by leaving a comment down below.


Email Marketing Metrics – Understanding Their Effectiveness
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