Important KPIs of the Email Marketing Campaign

Effective email marketing requires following the best industry practices. How do you know your campaign has been successful? There are some important key performance indicators (KPIs) that provide this data. These metrics keep changing with time and you need to keep pace with the new changes.

For example, Apple recently released Mail Privacy Protection that affects how the success of an email marketing campaign is measured. Keep up to date with these changes if you want to make your every email marketing campaign a big success. There are some important metrics currently in use in this industry.

Open Rate

It is the first thing email marketers want to know. How many people even bothered to open your email? This open rate data gives you an insight into the level of engagement your subscribers have with your emails. It reveals which subject lines deliver the best performance.

This metric is going to come under strain after the recent Mail Privacy Protection feature released by Apple. It will disable open tracking of users who have opted for it. The open rate indicator will become unreliable if it happens. More email providers are expected to follow suit, making open rate an unreliable indicator to measure the success of email marketing campaigns.

Click through Rate

It has been the second most important metric to check the performance of the campaign. It tells how many recipients clicked the links given in the email. Suppose you gave the offer to redeem through a link. Now you will want to know how many recipients clicked that link. This is the click-through rate or CTR data. It measures the percentage of email recipients who clicked that link.

You can increase this rate in several ways. Place links strategically in the email. Make the link button conspicuous and eye-catching. Use effective call to action wording. This rate is quite low compared to the open rate. Most campaigns see not more than 4% CTR.

Conversion Rate

It indicates how many recipients took the intended action after following the link and arriving at the website. For example, if you placed a link to sell a product, you will know how many email recipients clicked the link and purchased that item at the destination website. It is an effective way to know if your campaign has been successful and your investment in it was worth it.

Bounce Rate

This metric helps you measure how many emails bounced – failed to deliver and returned. Emails can bounce because of old, fake, or inaccurate email addresses. There may be temporary or permanent problems with the email addresses you have on your list.

The bounce rate can be decreased with a double opt-in system whereas subscribers are asked to verify their email address after submitting it the first time. The bounce rate data tells you about the quality and accuracy of your subscriber list.

There are many other email marketing metrics used by email marketers to measure the performance of their campaigns. Using such KPIs is necessary to improve the success rate of your email marketing campaigns.

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