13 Email Marketing Metrics Everyone Should Track | Complete Guide

In this article, we discuss the 13 email marketing metrics every email marketer must track. Tracking these metrics can truly go a long way for your email marketing success. Be sure to read through to the end to find out about the 13 email marketing metrics and how it affects your campaign success.


Email marketing in general is a hard skill to master. It involves a lot of strategizing, planning, segmenting, creating the template, and then sending out the emails. However, Email Marketing doesn’t end after you send out your email campaigns. 

There’s a lot that goes into email marketing after an email is sent. Tracking metrics for example is a very important for your success. And measuring success is also extremely important as you can optimize your future email marketing campaigns based on your current success. That is only possible if you learn to track your email metrics.

So, here are 13 Email Marketing metrics that every email marketer should keep track of.

Table of Contents

  1. Introduction
  2. What accounts for Email marketing
  3. Different types of email marketing
  4. 13 Email Marketing Metrics you Should track
    a. Open Rate
    b. Click Rate
    c. Unsubscribe Rate
    d. Complaint Rate
    e. Conversion Rate
    f. Bounce Rate
    g. Forwarding Rate/ Sharing
    h. Campaign ROI
    i. List Growth Rate
    j. Mobile Open Rate
    k. Domain Open Rate
    l. Revenue Per Subscriber
    m. Revenue Per Email
  5. Conclusion

What accounts for email marketing?

Before we begin with Email Marketing Metrics, let us learn a bit about what email marketing is? Email marketing is the simplest of words that refers to the commercialization of your mail services to accommodate any product, service, or even basic information about these two, to base an entire audience - your email receivers list and get them hooked to what you are offering to the market. Email marketing in the past was limited to just giving out information surrounding your brand but now it is evolving into establishing a full-fledged community of potential buyers/contributors of your brand and personalizing their experience from the very beginning.


Different types of email marketing

1. Advertising/Promotional emails:  

A promotional email is a promotional broadcast that often offers incentives to increase a company's sales and income. 

The primary objective of this type of email marketing is to persuade people to buy something. Email marketing has become one of the most efficient ways for businesses to reach customers. However, sending out emails for a product or service does not ensure that you will make a sale; you can't even be sure that they will get in the inboxes of your subscribers. 

This type of email marketing offers a specific call-to-action to its recipient and can be about anything ranging from a new product that might have been released to maybe just an upgraded version of an already existing product.

2. Newsletters/Broadcasts emails:

Newsletters or Broadcasts don’t really generate revenue. It’s simply a source of news or updates related to your product or company.

A company/business can send newsletters to their customers every week regarding changes or fixes they made, or upcoming events, etc. Newsletters are a great way to keep in touch with your customers and have them engaged while you improve your service.


13 Email Marketing Metrics you should keep track of

Open Rate:

This metric is exactly what the words mean i.e., how many of your email recipients are even opening your emails. This accounts for the very first and most elemental concept around email marketing. Is your audience even reading what you’re sending them?

5 effective ways to Improve Your Email Open Rate

  1. Segment your list
  2. Perfect your timing
  3. Write like a friend
  4. Make your subject line stand out.
  5. Write amazing content every time

Open rate will be calculated by dividing the total number of emails opened by the total number of emails delivered to the recipient, if you multiply this by 100, you will get the percentage of open rate. However, with MuxEmail, you don’t have to calculate it manually, it is all automatically calculated by the software. Learn more about how to improve Email Open Rate and the 2021 Industry Average.

Click-Through Rate 

A measure of the number of times one of the readers further clicked on a link present in the contents of the mail, inevitably also measure how much the mail appealed to the readers 

5 effective ways to Improve Your Email CTR:

  1. Add social sharing icons to your email template.
  2. Personalize subject lines with subscribers’ names.
  3. Make sure your emails are optimized for all devices.
  4. Include fewer CTA's and include trying using text links.
  5. Make your emails visual and include several images.

Click-Through Rate is calculated based on the total number of links opened by the total emails delivered and then multiply by 100 to get the CTR percentage. In our software, you don’t have to calculate it manually, it is all automated through our software.

A well-placed call-to-action can garner a lot of clicks. So be sure to optimize your call-to-action buttons. Make sure it is visible, stands out, and is bold. Don’t be too aggressive and make it flashy. A click has to come naturally and your content should direct your subscribers towards it.

Learn more about Click Rates and How to Imrpove them.

Unsubscribe Rate: 

Unsubscribe rate is defined as the percentage of people that opt-out of your email. A high unsubscribe rate means that your list is not clean or you are sending irrelevant emails to your subscribers. One of the best ways to reduce unsubscribe rate is by using double-opt-in and sending relevant content to your subscribers.

5 Ways To Reduce Email Unsubscribe Rates:

  1. Segment Your List by Interest.
  2. Use Normal Subject Lines.
  3. Revise Your Copy.
  4. Send a Follow-Up Email.
  5. Ask for Feedback.

Unsubscribe rate is calculated based on the total number of unsubscribes by the total emails delivered to the recipients. MuxEmail tracks and displays all the unsubscribe rates for each campaign you send. It also removes all the contacts that unsubscribed from your subscriber list, so you don’t have to manually delete them.

To know more about unsubscribe rates and how to reduce them, read our ultimate guide to reducing unsubscribe rate in email marketing.

Complaint Rate:

Points to the number of people who sent your mails straight to the spam folder

 5 effective tips for reducing email spam complaints:

  1. Be identifiable
  2. Never use a no-reply address
  3. Don't hide the unsubscribe button
  4. Use a proper subject line
  5. Avoid usage of spam sensitive words and phrases

This metric is calculated based on the number of times emails were sent to the spam folder by the total emails actually delivered. The complaint Rate metric is already calculated by MuxEmail and is displayed on your broadcast/ campaign reports page.


Conversion Rate:

Number of recipients who noted the call-to-action mentioned in your mails and delivered the same 

5 easy steps to improve the conversion rates of your email campaigns:

  1. Segment your email lists properly
  2. Use double opt-in Method
  3. Create mobile-friendly email campaigns
  4. Automate your campaigns and use behavioral triggers.
  5. Customize the subject line, sender name, and offer personalized content

Conversion rates are calculated based on the total number of conversions divided by total emails delivered multiplied by 100.

This is proportional to how easy the call-to-action is and how engaging the content of a series of emails is.

Bounce Rate: 

It simply represents the number of emails that were unsuccessful in getting delivered to the recipient’s inbox

How to Reduce Your Email Bounce Rate:

  1.  Segment Your List
  2. Don't Use Free Sender Domains.
  3. A/B Test Emails
  4. Remove Hard Bounced Email Addresses From Your List
  5. Make Sure Your Emails Aren't Spammy

The bounce rate will be calculated by dividing the number of emails rendered undelivered by the number of total emails sent and then multiplied by 100.

It is directly influenced by whether a reader has blocked your email services or someone’s mail is on auto-reply and is also affected by the existence of a faulty mail id.

You can learn more about bounce rates and the two different types of bounces, how to reduce your bounce rate, and everything else you need to know in this article about bounce rate.

Forwarding Rate / Share Rate:

Number of times your recipients shared the said mail to friends or family 

While this metric might seem like the least consequential one, it measures how impactful the content of the mail is and how compelled the readers feel to forward it immediately

How to increase your share rate?

Always segment your list and write great content in order to reach more potential clients who are more likely to share your content.

Share rate will be calculated based on the number of emails shared divided by the number of emails delivered multiplied by 100.

Giving something worth sharing both in terms of incentives and brand value is key here.

Campaign ROI (Return on Marketing Investment):

Used to check the profitability of email marketing 

5 Ways to Increase Email Marketing ROI:

  1. Invest in Email Marketing Automation
  2. Use Website Visitor Data
  3. Validate Email Addresses
  4. Focus on Mobile-Optimized Emails
  5. Focus on Highly-Targeted List Building

This metric will be calculated by subtracting profit gained with expenditure on the campaign which will be further divided by expenditure and then multiplied by 100. Below is a formula to calculate this metric. 

The campaign ROI is calculated as follows ROI = [ (Profit gained - expenditure on campaign)/ expenditure] * 100

List Growth Rate 

Touches on the expansion of your email list and success in terms of the campaign

Some straightforward ways to increase your email list:

  1.  Add email signup forms on your site
  2. Use social media to encourage signups
  3. Collect emails at checkout
  4. Have exit-intent pop-ups
  5. Run context and giveaway on the landing page and encourage signups

This metric will be calculated by taking new subscribers into account and subtracting it with unsubscribes plus spam which will be divided by the total subscribers and then multiplied by 100.

The list growth rate is calculated using the following formula  [(New subscribers - Unsubscribes + Spam)/ Total subscribers] * 100


Mobile Open Rate 

Works in the same way as the usual open rate but focuses specifically on mobile phones and tablets 

The essence of this metric lies in the fact that mobile phones offer more accessibility into the work schedule of a recipient, while the chance of opening the pc is less on weekdays for some people, mobile phones and tablets are intrinsically opened more often. So, personalize your email campaigns and make them mobile-friendly in order to increase the mobile open rate.

Mobile Open Rate will be calculated by the total number of emails opened via phone divided by the total emails delivered. 

Domain Open Rate 

Measures the deliverability of emails via a certain email provider, helps to analyze if the problem of less engagement lies in a specific domain’s spam box.

It is similar to the normal email open rate, just follow the open rate tactics across all domains while sending emails.

This metric will be calculated by the emails which are left undelivered via a particular provider divided by total emails sent via a particular provider. 

 It is affected by technical faults in the domain functioning and network issues 

Revenue per Subscriber

Calculating revenue per subscriber, like some of the other email marketing success measures, gives you a closer look at your ROI.

What distinguishes this from revenue per email is its ability to identify which group of subscribers generate revenue and which do not. You can tweak the emails, focus less on a specific group, or reallocate your efforts to focus on a specific demography once you know this.

Revenue per subscriber will give you more in-depth data on where the revenue is coming from. As an email marketer, this is a very important metric to keep track of as you can plan and strategize your future email campaigns more effectively for optimum conversion.

Revenue per Email

The ROI will show you your overall return on investment, but looking at the income per email will show you how successful each email was individual.

Using this statistic, you can quickly see which emails are doing the best and which ones are lowering the overall ROI.

The easiest approach to track the ROI of an email is to look at data like clicks, online traffic, and conversations.


So, these are the 13 email marketing metrics every email marketer must track. Tracking these metrics can truly go a long way for your email marketing success. While some metrics are already tracked by our tool, it is important to make sure to use them to track other metrics such as ROI.

These metrics will not only help you determine your email campaign’s overall success but also help you make the necessary improvements to your strategy for your future campaigns. You can also compare the current and previous performance to gain more insight into whether your strategies are working or not.

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