Email Marketing

What is KPIs in email marketing?

KPIs, or Key Performance Indicators, refer to the metrics utilized to measure the effectiveness of a marketing campaign. Email marketing relies on KPIs to measure the effectiveness of email campaigns and to provide insights into their performance. KPIs for email marketing include metrics such as open rate, click-through rate, conversion rate, bounce rate, and unsubscribe rate, which enable marketers to gain a better understanding of how well their campaigns are performing. Using KPIs, marketers can make data-driven decisions to optimize their email campaigns and improve their results. By regularly tracking and analyzing KPIs, marketers can evaluate the effectiveness of their email campaigns and make the necessary adjustments to improve their performance. Overall, KPIs are an important tool in email marketing that allow marketers to measure the success of their campaigns, make data-driven decisions, and optimize their strategies to achieve better results.

Here are some of the most crucial KPIs that marketers can employ to gauge the success of their email campaigns.

  • Conversion rate
  • Click-through rate (CTR)
  • List Growth Rate.
  • Open rate
  • Bounce rate
  • Unsubscribe rate

1. Conversion rate

In email marketing, the Conversion rate is a vital KPI as it measures the percentage of email recipients who perform a desired action, like making a purchase, completing a form, or subscribing to a service after clicking through to a landing page from an email. For example, if an email campaign was sent to 1,000 subscribers and 100 of them made a purchase after clicking through to the landing page, the conversion rate would be 10%. Essentially, the conversion rate gauges the success of an email campaign in transforming email subscribers into leads or customers. On the other hand, a high conversion rate shows that the email campaign is performing well and can serve as a benchmark for future campaigns. Overall, conversion rate is a critical KPI in email marketing as it measures the ultimate goal of an email campaign – to drive conversions and generate revenue.

2. Click-through rate (CTR)

In email marketing, the Click-through Rate (CTR) is a crucial metric that measures the percentage of recipients who clicked on a link within an email. A high CTR suggests that the email content was relevant and engaging, while a low CTR may indicate that improvements are needed in the email content, design, or call-to-action. A high CTR is a positive indication that the email campaign is performing well and resonating with the recipients. Therefore, CTR is an essential Key Performance Indicator (KPI) in email marketing that measures the effectiveness of the email campaign in driving engagement and interest among recipients. Overall, CTR is an essential KPI in email marketing as it provides insights into the email campaign’s performance and engagement among recipients.

3. List Growth Rate

List Growth Rate is a crucial Key Performance Indicator (KPI) in email marketing, which determines how quickly a marketer’s email list is expanding over a given time. This metric is essential as it reflects the effectiveness of a marketer’s efforts in generating leads and acquiring customers. To calculate List Growth Rate, marketers subtract the number of unsubscribes or bounces from the new subscribers gained during a specific period, then divide by the total number of subscribers at the beginning of that period. A low or negative rate suggests the need for revised lead generation tactics or changes to engage the audience better. Overall, tracking List Growth Rate is essential for any email marketer who wants to grow their email list and increase their reach to potential customers over time.

4. Open rate

In the world of email marketing, open rate is a key metric that is used to measure the effectiveness of email campaigns. Open rate refers to the percentage of recipients who open an email out of the total number of emails sent. It is a valuable tool for marketers to gauge the success of their campaigns and understand how well their emails are performing. By analyzing open rate data, marketers can gain insights into what types of emails are resonating with their audience and optimize future campaigns for better results. However, it’s important to note that open rate can be an imperfect measure, as some email clients may not download images by default, meaning that the email may be opened but not recorded as such. Overall, open rate is a critical metric for email marketers to track and improve, as it can significantly impact the success of their campaigns.

5. Bounce rate

The Bounce Rate metric is a commonly used measure in email marketing to assess the effectiveness of email campaigns by calculating the percentage of email addresses that did not successfully receive the message. There are two types of bounces in email marketing: hard bounces and soft bounces. Hard bounces occur when an email is undeliverable due to an invalid email address, while soft bounces occur temporarily due to issues like a full inbox or server problems. To calculate the bounce rate, marketers typically divide the number of bounced emails by the number of delivered emails and multiply the result by 100. Therefore, it’s important for marketers to regularly monitor and analyze their bounce rates and take steps to reduce them, such as by regularly cleaning their email list to remove invalid email addresses and avoiding using spam trigger words in their email content.

6. Unsubscribe rate

In email marketing, one of the key metrics used to measure the effectiveness of a campaign is the unsubscribe rate. Therefore, monitoring and managing unsubscribe rates is essential for marketers to ensure the success and longevity of their email marketing efforts. A high unsubscribe rate can be a cause for concern as it suggests that the campaign is not resonating with the audience and may not be providing value to the subscribers. Therefore, it is essential for marketers to monitor and analyze the unsubscribe rate to identify the underlying reasons and make necessary improvements to their email marketing strategy. It’s important for marketers to monitor unsubscribe rates and take steps to address any issues that may be causing high rates, such as improving email content or segmenting email lists more effectively.


In email marketing, Key Performance Indicators (KPIs) serve as essential metrics to gauge the effectiveness and success of email campaigns. KPIs help marketers evaluate the performance of their campaigns, identify areas for improvement, and make data-driven decisions. Common KPIs in email marketing include open rate, click-through rate, conversion rate, list growth rate, bounce rate, and unsubscribe rate. By monitoring and analyzing these KPIs, marketers can gain valuable insights into their email campaigns and optimize them for better results. While Key Performance Indicators (KPIs) offer valuable insights, it is essential to consider them in conjunction with other qualitative measures, such as customer feedback, to obtain a comprehensive understanding of the email marketing campaign’s effectiveness. Overall, KPIs are an essential component of any email marketing campaign as they provide valuable insights into how well the campaign is performing and enable marketers to make data-driven decisions to optimize their campaigns for better results.

Saltanat Naaz

Saltanat Naaz

About Author

Saltanat Naaz is a skilled digital marketing professional who currently works as a part of the team at Saltanat has honed her skills in a range of digital marketing channels, including email marketing, social media, search engine optimization, and more. In addition to her work at, Saltanat is also an active member of the digital marketing community. She regularly attends industry events, stays up-to-date with the latest trends and best practices, and is always eager to share her knowledge with others. When she is not at work, Saltanat enjoys reading about the latest advancements in digital marketing and spending time with her family and friends. With her strong work ethic and passion for her field, Saltanat is well on her way to becoming one of the leading names in digital marketing.

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