Email marketing KPIs: what are the main indicators to analyze?

laptop is open on a pink table, displaying a screen full of data that appears to be performance indicators or KPIs (Key Performance Indicators) from an email marketing campaign.

Email marketing KPIs: what are the main indicators to analyze?

In the world of digital marketing industry, understanding audience behavior is essential for the success of any campaign. And when it comes to email marketing, KPIs (Key Performance Indicators) are fundamental.

Email marketing KPIs help us decipher recipient habits, offering valuable insights into how campaigns are being received and where they can be improved.

As digital campaigns are dynamic and may require adjustments over time, these indicators are vital to guide changes. marketing strategies or reinforce approaches that are already working well.

What are email marketing KPIs?

KPIs, or Key Performance Indicators, are metrics used to evaluate the efficiency of an email marketing campaign.

They function like a thermometer, measuring the temperature of the success or failure of your actions.

In simple terms, think of KPIs as road signs that tell you whether you should keep moving forward, change course, or stop and rethink your strategy.

Monitoring these indicators daily allows you to adjust your strategies as needed, ensuring that your campaigns are always aligned with business objectives.

Learn more: 

Marketing KPIs 

What are the main email marketing KPIs?

1. Opening rate

The open rate shows the percentage of recipients who actually opened your email.

This email marketing KPI is important for assessing how captivating and relevant the subject of your email is, as well as indicating whether it arouses the curiosity needed for recipients to want to know more.

A satisfactory open rate is usually between 18% and 25%. If this rate is below what you expect, a good strategy is to try new subject lines or personalize your content more precisely to capture the interest of your target audience.

2. Click-through rate (CTR)

CTR (Click-Through Rate) is the percentage of people who clicked on a link within the email, in relation to the total number of emails sent. This indicator shows the level of engagement of recipients with the content.

A good CTR is between 1% and 3% depending on your industry. If you don’t reach this number, consider revising your email design, making your call-to-action buttons (CTAs) more visible or adjusting your copy to make it more persuasive.

3. Email open click rate

This email marketing KPI measures the number of clicks in relation to the number of emails opened, offering a more accurate analysis of the effectiveness of the content once opened.

The expected rate can vary, but a good rate is between 10% and 15%.

If the KPI is below expectations, it is a sign that the content may not be delivering the expected value after the recipient shows initial interest.

To improve this performance, consider reviewing your content to ensure it is relevant and engaging, adjusting the placement of CTAs to make them more visible and appealing, and testing different content formats, such as including videos or infographics, which can increase engagement.

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Nutrition flows 

4. Conversion rate

Conversion rate indicates the percentage of recipients who took the desired action after clicking on the email, such as purchasing a product or filling out a form.

A good conversion rate varies by industry, but it’s usually between 1% and 5%. If your conversion rate is low, you may need to optimize your landing page or reevaluate the relevance of your offer to your target audience.

This is usually the time to deliver rich, promotional content to take the customer to the end of the action. 

5. Bounce rate

The bounce rate indicates the percentage of emails that were not successfully delivered.

This metric can be classified into soft bounce, which occurs due to temporary problems, and hard bounce, which results from invalid email addresses.

A bounce rate below 2% is expected, anything more than that is a warning.

If the index is too high, it could signal problems with your contact list, such as outdated or incorrect emails.

To improve this KPI, it is essential to keep the email list clean, removing invalid addresses and using confirmation methods to ensure the quality of contacts.

6. Unsubscribe fee

This KPI measures the percentage of recipients who chose to unsubscribe from your email list after receiving a campaign.

An unsubscribe rate below 1% is considered normal, as it indicates that most recipients still value the content they received.

However, a high rate may signal that the content is not meeting expectations or that the frequency of uploads is saturating the audience. 

A high number of unsubscribes may also suggest that your contact list segmentation needs to be refined to ensure messages are relevant to each group of subscribers.

7. Spam

The rate of emails marked as spam is critical as it impacts the sender's reputation. 

If a lot of emails end up in the spam folder, it's a sign that your contact list isn't well segmented or that the content isn't relevant to your recipients.

Ideally, this rate should be less than 0,1%. It is essential to create your own email list, avoiding purchasing lists that often contain uninterested contacts.

8. Email forwarding

This metric measures the number of times an email was forwarded by a recipient to another person. A high forwarding rate indicates that the content was considered valuable and worth sharing.

To encourage this action, invest in relevant content and add sharing buttons to your campaigns.

9. ROI (Return on Investment)

O ROI is the indicator that measures the financial return generated by the campaign compared to the amount invested.

This KPI is essential for determining the overall effectiveness of your email marketing strategy. A positive ROI indicates that your efforts are generating profit and can be scaled or replicated in future campaigns.

The calculation is made using a simple formula: 

ROI formula
  • Revenue represents the total earnings obtained through the marketing action.
  • Cost/investment encompasses all expenses related to executing the strategy.

Email marketing KPIs: 3 steps to success 

Having the data at hand is essential, but just as important is maintaining effective organization and closely monitoring the progress of the entire campaign.

To maximize results, it is important to pay attention to three key aspects: 

Schedule

Establish a clear timeline for each campaign, defining a beginning, middle and end.

During the campaign phases, measure the performance of email marketing KPIs on a regular basis, preferably once a week.

Use these measurements to compare results and make adjustments that improve the impact of your campaign.

Goals and objectives

Set clear goals for each KPI before starting the campaign. This will allow you to measure success according to pre-established indicators, making it easier to make decisions based on real data.

Observe and change

Email marketing KPIs give us guidance on how to update the campaign to get better results. 

Constantly analyze and identify what is working and continue in that direction, while adjusting or eliminating what is not working.

These analyses will also help you identify the types of content that most engage your subscribers, allowing you to create increasingly efficient campaigns.

GS2 Strategies Success Story

Meet GS2 Marketing

Ensure your campaigns are always in sync with your audience's interests and behaviors. Bring your brand to GS2 Marketing Digital. 

We use the best digital marketing tools to produce relevant content for our clients, with creative and efficient actions. 

Our main goal is to always be a true lead generation and conversion machine, acting seriously and intelligently in digital marketing to provide increasing market recognition. 

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