Top 15 Email Marketing KPIs & Metrics in 2024 

Did you know that approximately 9 out of 10 companies use email marketing to communicate with their customers effectively? 

Modern working individuals are more likely to check their email than social media. Monitoring an email marketing KPI is a key tool for firms to measure the effectiveness of their initiatives. The number of email users increasing annually has solidified its position as a staple of digital marketing for firms worldwide. 

The revenue from email marketing is on a steady rise, with expectations to surpass 9.5 billion US dollars in 2024. As of early 2024, email was the channel that most heavily relied on marketing automation, with 58% of surveyed professionals favoring it over content and social media management. So, if you want to start email marketing for your business to interact with customers, now is a great time to start!

What Is an Email Marketing KPI?

Are you merely sending emails to your consumers without tracking the results? That technique will not provide the most significant outcomes!

You must always analyze your results to determine what’s working and needs improvement. The key to proper analysis is having the correct email marketing key metrics.

Email marketing key performance indicators (KPIs) measure the performance of different aspects of marketing campaigns. You can gain profound insights into business by tracking KPIs through email. By monitoring these KPIs, companies can tweak their strategies to meet their goals and connect with their audience.

You can truly understand your target audience by monitoring and evaluating your email marketing KPI. This understanding allows you to build on what works, eliminate what doesn’t, and improve your strategy.

Important Email Marketing KPIs

Email marketing is still an effective way for businesses to communicate directly and effectively with customers. Companies may improve their campaigns’ performance by measuring the correct key performance indicators. Below are some of the most significant email marketing KPIs to monitor:

1. Deliverability Rate

The delivery rate for an email campaign refers to the % of messages successfully delivered to their intended recipients. This rate is influenced by various factors, including the quality of the email list, the email’s design and content, the amount of spam filtering done to the message, and overall network capacity at the time of email campaign delivery. 

You will be shocked to see the total number of emails delivered as of April 2024. 

Benefits of high delivery rates for email campaigns:

• Higher open rates
• More opportunities to engage with your audience
• Greater ROI

Primary reasons for a low email deliverability rate:

• Unfavorable sender reputation
• Poor list quality
• Lack of email authentication
• Poor email design
• Overuse of trigger words
• Sending emails at the wrong time
  

Also Read: Top 15 Email Marketing Best Practices (2024 Guide)

2. Open Rate

The email open rate is the number of subscribers who open a specific email out of the total number of subscribers. The hard bounce rate—or the total number of emails not properly delivered—is not included in the open rate since it fails to demonstrate deliverability. 

Email hosting company Mailchimp says the average open rate varies but is generally between 15% and 30%. The open rate is one of the most significant signs of an email marketing campaign’s success. 

Benefits of Open Rate:

• Increased conversion opportunities
• Improved segmentation and personalization
• Cost efficiency
• Better campaign performance insight

Primary reasons for low Open Rate:

• The subject line’s quality 
• Improper A/B testing
• Email list quality
• Inadequate personalization
  

3. Click-through Rate (CTR)

The click-through rate, or the email click rate, indicates how many individuals clicked on a hyperlink, CTA, or picture inside an email. The primary purpose of measuring click-through rates is to measure engagement. 

This is one of the most essential criteria for determining the efficacy of various digital marketing strategies. If you maintain your click-through rate high, you may gain valuable information about the effectiveness of your email marketing.

Then, you may decide where you want to focus your optimization efforts. What email kinds have the highest click-through rate? Not every email is produced (or clicked) in the same way.

Of the three email types, Trigger emails, Autoresponder emails, and Newsletters, Trigger emails have the highest click-through rate: 10.75%. 

Here are proven strategies for achieving your email CTR objectives:

• It should be scannable
• CTAs should be manageable
• Images must be there
• Mobile optimized
• It should be personalized
• Always test & modify
  

4. Conversion Rate

The conversion rate is one indicator of a campaign’s success. Your conversion rate is the percentage or number of persons who completed a desired action after reading your email. This includes visiting your website and purchasing a product or any service. The higher your conversion rate, the more effective your campaign will be. 

The standard conversion rate for email marketing in 2024 ranges typically between 2% and 5%, although this can vary greatly depending on various factors. Other factors include compelling copy, technical insight, and analytics.  

How to improve your conversion rates?

• A/B test your subject lines
• Keep a single CTA
• Send at the right time
• Use personalization
• Ask your subscribers to add you to the contact list
  

5. Bounce Rate

This marketing email metric is among the most annoying aspects of email marketing. When an email bounces, the intended recipient never receives it. Bounced emails can directly and negatively influence your sender’s reputation and ability to deliver emails to your recipient’s inbox. 

For example, if you send 30,000 targeted emails and receive 300 bounces, your email bounce rate is 1%, which is reasonable. Email bounce rates should be at or below 2%. If you fall inside this range, you’re doing well.

However, if your email bounce rate exceeds 2%, you should reassess your plan and consider ways to lower it.

There are two types of bounce rates in your email marketing:

• Hard Bounce

A hard bounce indicates that an email was returned to the sender undelivered without being accepted by the receiving email server.

Reasons for this might include:

• This email address does not exist.
• The domain does not exist.
• The recipient’s email server has entirely prohibited delivery.
  
• Soft Bounce

A soft bounce is an email that returns to the sender undelivered after being received by the recipient’s mail server.

Reasons for this might include:

• The inbox is full (above the quota)
• The recipient’s email server is unavailable or offline
• The email message needs to be more significant

We propose monitoring both categories, which is simple to accomplish as most ESPs track both. The good news is that you can take several measures to enhance this score:

• Update your email list regularly
• Use double Opt-Ins
• Avoid spammy emails
• Send consistently
• Use A/B test emails

6. Email Sharing Rate & Forwarding Rate

The forward or share rate is not just an email marketing metric; it’s a direct pathway to new leads for marketers, making it one of the most crucial indicators to follow when expanding your email marketing database.

New leads cannot be acquired while emailing those already in your database. However, if people who are already on your email list share or forward your emails to their friends or anyone in their contact list, you will automatically receive new leads with little effort.

Measuring the forward or share rate is more than generating leads; it is also about understanding your target audience’s preferences. This can help you determine the thinking of your subscribers, allowing you to develop a more successful content strategy.

For example, if you sent an email to 100 people and 50 of them opened and shared it, your sharing rate would be 20%. This suggests that 20% of those who opened the email decided to share it with others.

How to improve it:

• Use humor or emotion
• Optimize email design
• Regularly test and optimize
• Include Share buttons
• Personalize content
  

Upskill Yourself With Live Training (Book Free Class)

Digital Marketing Course	SEO Course
Performance Marketing Course	Google Ads Course

7. List Growth Rate

This email marketing key performance indicator reflects how well your email acquisition efforts succeed. A rising number of subscribers indicates good outreach and audience interest.

Furthermore, this rate indicates future participation and revenue. A robust list growth rate suggests a promising conversion pipeline, indicating the ongoing success of email advertising. It also demonstrates the effectiveness of lead generation methods and the attractiveness of content or income.

A decent email list growth rate is around 2.5%. The growth pace of an email list is a dynamic factor that varies significantly between firms.

Monitoring email list growth serves multiple purposes:

• Campaign effectiveness
• Brand awareness and reach
• Long-term viability
• Opportunities for personalization and segmentation
  

Also Read: Importance of Email Marketing in 2024 (Top 9 Benefits)

8. Revenue Per Email

This KPI serves as a benchmark for continuous improvement. Agencies use Revenue Per Email to set targets and goals against comparable businesses in the same industry. A reasonable revenue per email relies on the amount invested and the anticipated return. The amount of money generated should equal or close to the amount spent. 

This would signal that your digital marketing efforts are successful and that email income from opt-ins is a workable strategy. Furthermore, many marketers utilize this indicator to assess how efficiently they spend their cash.

To improve this email marketing metric:

• Use optimization techniques such as A/B testing
• Personalization
• Enhanced targeting or segmentation.  

9. Email ROI

Email ROI is essential in marketing email metrics to analyze the efficiency of your email campaigns in terms of cost and revenue. It allows you to determine whether your money on email marketing is truly paying off.

Email ROI is relevant since it may illustrate the value of your email marketing efforts. For example, if you spend  ₹100 on email marketing and generate  ₹300 in sales, your email ROI is positive, indicating that the campaign was successful. 

This email marketing metric is crucial since it directly links your marketing efforts with your company’s profitability.

To maximize your email ROI:

• Design compelling email content
• Segment your audience to provide more targeted messages
• Optimize email scheduling to boost open and click rates. 

By continuously monitoring and modifying these qualities, you may enhance the efficacy of your advertisements and increase your profitability. 

10. Unsubscribe Rate

The unsubscribe rate in email advertising calculates the share of receivers who no longer obtain emails from the sender. This indicator is crucial for determining the best electronic mail campaign and measuring subscriber pleasure. In simple terms, it is the percentage of email recipients who choose from a list after receiving an email.

Importance of Unsubscribe Rate:

• It serves as a feedback mechanism, indicating whether the facts are relevant and interesting to your target audience.
• A high unsubscribe rate might suggest that your email list comprises out-of-date or irrelevant contacts, decreasing average marketing campaign efficacy.

Assume you sent an e-mail to 1,000 subscribers and 10 unsubscribed. Your unsubscribe charge would be 1%

How to improve?

• Customize your content to make it more applicable and appealing to your target audience. 
• Try to change the frequency of your emails. Overloading subscribers might increase unsubscribe rates, so strike a balance that keeps them interested without overwhelming them.
• Include a quick survey for unsubscribers to understand their reasons for departing. This information can be helpful for future campaigns.

11. Spam Complaint Rate

This is one of the most essential email marketing key performance indicators that calculates the proportion of receivers that flag your communications as spam. It indicates how many individuals thought your email was undesired or irrelevant enough to mark it as spam. This indicator is important because it simultaneously affects your e-mail sender’s recognition and the deliverability of future campaigns.

Email providers, such as Gmail, are vigilant about those costs. If many recipients mark your emails as unwanted, it can result in your future emails being banned or redirected to the junk mail folder. This can lessen the effectiveness of your campaigns and prevent your potential to hook up with clients. 

For instance, if you ship 1,000 emails and 10 are marked as spam, your complaint rate will be 1%. This may also appear insignificant, but many organizations consider even a charge as little as 0.1% excessive. 

To enhance spam complaint rate:

• Maintain accurate records of opted-in and unsubscribed contacts.
• Use double opt-in to ensure that consumers have asked to receive emails.
• Personalize emails using the subscriber’s first name.
• Identify and delete inactive subscribers.
• Send emails at scheduled times.

12. Subscriber Value

Subscriber Value is a vital marketing email metric in advertising that lets you decide how much each subscriber is worth to your employer. 

Knowing subscriber value is vital since it allows you to make more informed enterprise choices. For example, each member generates ₹10 throughout their subscription. In that case, you will be prepared to spend ₹2 per subscriber on advertising to keep them engaged and committed.

There are various strategies to improve your subscriber price. Instead of sending the same message to everyone, customize your emails based on every subscriber’s hobbies and picks. 

• This might include turning in promo vouchers to clients who regularly purchase specific goods or informing them about new additions corresponding to previous purchases. 

• Another approach is to improve the quality of the content in your emails to keep subscribers fascinated and engaged, which could result in accelerated expenditures in keeping with subscribers.

By monitoring subscriber value, you can effectively decide your return on investment and discover opportunities to improve your email campaigns and attain better monetary effects.

Also Read: Top 14 Types of Email Marketing Campaigns in 2024

13. Mobile Open Rate

Mobile open rate is one of the most crucial marketing email metrics in advertising and marketing. It measures the proportion of recipients who open mail on their devices. This email marketing key metric is vital because it allows marketers to recognize how correctly their emails interact with mobile customers. 

Today, smartphones are everywhere; many emails are viewed on mobile phones. As a result, optimizing emails for mobile consumption is not just advocated but also required. 

The mobile, open rate indicates how properly your email designs and situation traces feature on tiny displays. A high rate means that your emails are mobile-friendly and feature enticing content that receivers will open even on the go.

To increase this rate:

• Responsive email designs that regulate the content material layout
• Use compelling and short subject lines
• Highlight the most crucial information at the front of the email.  

Testing numerous patterns and subject lines can help decide what works well for your target audience. 

14. Engagement Rate

This email marketing key performance indicator- evaluates how actively your audience interacts with your communications. It informs how many people open your emails and engage with them, such as clicking links. 

Understanding the engagement rate is vital because it tells you how effectively your content connects with your audience. A high engagement rate indicates that your emails are relevant and entertaining to your readers, critical for developing strong connections and continuing productive communications. 

For example, if you send an email about a new product launch with a link to purchase the product, the engagement rate will allow you to measure how many people read and clicked on the link. This information might be critical for determining what piques your audience’s attention. 

To increase your engagement rate:

• Segmenting your audience to send more focused emails
• Customizing your email content
• Improving your email subject lines to make them more appealing and exciting. 

Regularly testing different aspects of your emails, such as style, content, and time of sending, can also increase interaction. Concentrating on what makes your audience click physically and figuratively can improve their engagement with your emails, increasing the overall efficacy of your email marketing efforts.

15. Domain Click Rate

Domain Click Rate is used in email advertising and marketing to evaluate the efficacy of campaigns. It precisely measures the proportion of clicks on hyperlinks in an email from receivers in a selected area. It is the percentage of individuals who click on at least one link in an electronic mail to the entire number of emails sent to that area.

Understanding the Domain Click Rate is essential because it helps businessmen assess the involvement of receivers from various organizations. For example, a high click-through rate on emails sent to a firm domain followed by “@enterprise.com” indicates that the content is relevant and appealing to that organization’s specialists. 

Assume a marketer sends 100 emails to “@techfirm.com,” with 25 readers clicking on a link in the email—the domain click-through rate may be 25%, indicating that the campaign is successful with that target population. 

A lower-than-expected Domain Click Rate may also indicate the need for more advanced difficulty lines, more appealing calls to action, or more relevant material for that category.  

Improving Domain Click Rate entails:

• Fine-tuning the content of emails
• Improving the relevancy of communications
• Occasionally segmenting the email list to target certain domains with targeted messaging. 

This indication is critical for marketers who want to optimize their email campaigns and ensure their messages reach their intended audience.

FAQs on Email Marketing KPIs & Metrics in 2024

Conclusion

To analyze email marketing accurately, it is essential to monitor the critical marketing KPIs closely. These fundamental KPIs provide insights into your email’s performance and areas for improvement.

Tracking these indicators lets you understand your target market’s behavior in effective and successful email messages. These key metrics for email marketing let you know how to measure email marketing success.

By focusing on the KPI of email marketing, you may best track your strategies, improve your effects, and improve your connections with your audience. This will help you achieve your advertising and marketing goals.

Read more blogs:

• What is Email Marketing and How Does It Work? Types, Pros and Cons & Strategy Plan 2024
• 10 Best Free Email Marketing Tools in India (Full List 2024)
• Top 14 Advantages and Disadvantages of Email Marketing in 2024
• Digital Marketing Funnel (What It Is & How to Create)