7 Important Email Marketing Key Performance Indicators (KPIs) You Need to Track

KPI of Email Marketing

One of the most difficult things for any person with an online business is figuring out email marketing. To be successful, not only do emails need to go out consistently, but they need to be effective as well.

How can a person have success? There are a lot of key performance indicators people should be considering win they are analyzing every email. Here’s a closer look at seven important email marketing KPI numbers everyone needs to know.

The total amount of sales

This is the simplest thing for a business owner to track, but it should be stated as extremely important. Looking at how much an email campaign was able to sell in total will likely dictate the bottom line.

Before breaking things down with percentages and rates, total sales can provide a simple picture. It might not tell the entire story, but it’s something to track.

Unique open rate

To get this number, an email service provider will take the total amount of email messages sent and divided by the number of messages delivered. A good provider will also be able to subtract any emails that were bounced, since they shouldn’t count against a rate.

Click rate

Once the email is open, the next key for email marketers is to get that actual click. Different business owners will have different expectations, but a lot of people believe that somewhere between 10% and 20% of opened emails should have clickthroughs. Whatever the starting point is, people always want to see improvements instead of setbacks. Maybe changing a word or two in the email can make a huge difference in performance.

Conversion rate

Once a person clicks through, it comes down to actual conversion. Some people breakdown the conversion rate by looking at all the emails sent out. Others will just look at the recipients to open the email and click on the link. All of these metrics can help out when crunching numbers and seeing how everything stacks up.


It’s a fact of life that there are going to be some people who just are no longer interested. Maybe they signed up for the emails by mistake, or they just don’t need anything at this time.

Take a look at the unsubscriber rate to see if there’s anything out of the ordinary. To figure out the unsubscriber rate, divide the number of recipients that decide to unsubscribe by all the emails delivered. There are so many challenges ahead of you when you’re into the Digital Marketing World, you should always be one step ahead in dealing with these roadblocks to survive and thrive.

Number of bounces

If an email bounces, it usually means it is invalid or messed up email address. No one wants to have a lot of these, but at the same time, they shouldn’t be looked at as a negative when doing other metrics for email marketing.

Try cleaning up the email list if there are a lot of bounces. Throughout time, more and more emails become ineffective, and they might even go away for good. You might want to follow me on Facebook for more valuable digital marketing insights.

Traffic on site

Not everything can be broken down by marketing tools. Some read the emails, but they don’t click through traditionally. So traffic can still be a great indicator of whether or not people are buying in.

Make sure that site traffic is always monitored. If there are any spikes up or down, it might just be a good day. If trends start to form, it should be examined a bit more.