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7 Email Marketing Analytics to Keep Track Of

We crafted the top 7 metrics to keep your eye on as an email marketer to increase revenue, engagement rates, conversions, and keep your emails out of your customers junk box. Hope you enjoy!

1. Open Rates

Open Rates are a fundamental metric in email marketing, offering insights into how many recipients are opening your emails. They serve as a crucial indicator of the initial appeal of your email, primarily driven by the effectiveness of the subject line and sender's name. To measure and use Open Rates more intelligently, focus on crafting compelling, personalized subject lines that resonate with your audience. Additionally, consider the timing of your emails, as sending them when your audience is most likely to engage can significantly impact Open Rates. Analyzing these rates across different campaigns and flows can help identify what content and strategies are most effective, enabling you to tailor your approach for maximum engagement.

Here's a practical test case for users to try, aimed at improving Open Rates in their email marketing campaigns

Objective: To increase the Open Rate of your email campaigns.


  • Segmentation: Split your email list into two segments randomly.
  • Subject Line Variation: Create two different subject lines. One should be straightforward and descriptive of the email's content. The other should be more creative or use a personal touch, like including the recipient's name.
  • Timing: Send these emails at different times of the day or on different days of the week to each segment.


  • After a set period (e.g., 48 hours), compare the Open Rates of both emails.
  • Analyze which subject line had a higher Open Rate and whether the timing of the email had any impact.
  • Look for patterns in the data, such as certain words in the subject line that may have influenced the Open Rates.


  • Apply the findings to future email campaigns. If personalization worked better, consider using it more often. If a certain time yielded higher Open Rates, schedule future emails around that time.

email open rates

2. Click-Through-Rates (CTR)

Click-Through Rates (CTR) are a key metric in email marketing, indicating the percentage of recipients who clicked on one or more links in your email. They offer valuable insight into the relevance and effectiveness of your content and calls-to-action (CTAs). In your analysis of Click-Through Rates (CTR), consider using email click reports alongside click maps or heat maps. These visual tools show where subscribers are engaging within the email template. For instance, you can assess whether your subscribers are more responsive to CTA buttons or plain-text links, and how effective your social media icons are. This data can guide you in refining your email content, helping you decide what elements to enhance, modify, or remove for better engagement and performance. 

To measure and optimize CTRs effectively:

  • Focus on Content Relevance: Tailor your content to the interests and needs of your audience. Personalization can significantly increase engagement.
  • Optimize CTA Placement and Design: Ensure your CTAs are visually appealing and prominently placed. A/B testing different designs and placements can reveal what works best.

Test Case for CTR Improvement:

  • Objective: Improve the CTR of your email campaigns.
  • Segmentation: Split your email list and send each version to a different segment.
  • Analysis: After a set period, compare the CTRs of both emails to see which CTA design/placement performed better.
  • Application: Use the more effective CTA style in future campaign

3. Conversion Rates

Conversion Rate in email marketing measures the percentage of recipients who clicked on a link within an email and completed a desired action, such as making a purchase. This metric is crucial for understanding the direct impact of your email campaigns on your business goals.

Analyzing Conversion Rates:

  • Track the user journey from the email click to the completion of the desired action.
  • Use analytics tools to identify which parts of your email are driving conversions.

Improvement Tips:

  • Ensure a seamless user experience from email to landing page.
  • Use persuasive and relevant CTAs.
  • Personalize content to match user interests.

klaviyo dashboard setup

4. Bounce Rates

Bounce Rates in email marketing refer to the percentage of sent emails that are not delivered to the recipient's inbox. A high bounce rate can indicate issues with email list quality or sending practices.

Understanding Bounce Rates:

  • Differentiate between soft bounces (temporary issues like a full inbox) and hard bounces (permanent issues like an invalid email address).
  • Monitor bounce rates regularly to identify and rectify delivery issues.

Reducing Bounce Rates:

  • Email List Hygiene: Regular cleaning of your email list is essential. This involves removing non-existent or invalid email addresses. Keeping your list up-to-date ensures that your emails reach real, active users.
  • Use Double Opt-in: Implementing a double opt-in process for new subscribers helps maintain a high-quality email list. This means users confirm their subscription through an initial email, ensuring their email address is valid and they are genuinely interested in receiving your emails.
  • Engagement Tracking: Monitor how subscribers interact with your emails. If they are consistently unopened, consider removing these subscribers or re-engaging them with different content.

5. Unsubscribe Rate

Unsubscribe rates in email marketing provide insights into how many subscribers opt out of your email list. While a certain level of unsubscribes is normal, a high rate can signal issues with your content or frequency.

Measuring Unsubscribe Rates:

  • Regularly monitor unsubscribe rates for each campaign.
  • Compare rates across different types of emails to identify patterns.

Incorporating a preference page:

Can significantly impact your unsubscribe rates. A preference page allows subscribers to choose what types of emails they want to continue receiving, instead of unsubscribing altogether. This option provides flexibility for subscribers who might be overwhelmed by the frequency of emails or only interested in specific content. By giving them control over their email interactions, you can reduce unsubscribe rates while maintaining a more engaged and tailored audience. Implementing a preference page can be a strategic move to understand your audience's interests better and adjust your email marketing strategy accordingly.

Using Unsubscribe Rates Smartly:

  • Analyze the content of emails with high unsubscribe rates to identify potential issues.
  • Consider feedback from unsubscribing users if available.

Strategies for Lowering Unsubscribe Rates:

  • Ensure content relevance and value.
  • Segment your list to tailor content to different subscriber groups.
  • Avoid overwhelming subscribers with too many emails.

Understanding and managing unsubscribe rates is crucial for maintaining a healthy, engaged email list and ensuring the long-term success of your email marketing efforts.

6. List Growth Rate

List Growth Rate is a vital metric in email marketing, reflecting how quickly your email list is expanding. Growing your list is essential for reaching more potential customers and expanding your audience.

Tracking List Growth:

Monitor the rate at which new subscribers are added and compare it with the rate of unsubscribes to get a clear picture of your list's growth.

Strategies for Enhancing List Growth:

  • Optimize your website and social media platforms to encourage email sign-ups.
  • Offer incentives, like exclusive content or discounts, to new subscribers.
  • Leverage partnerships and collaborations to reach wider audiences.

By implementing these strategies and closely monitoring your list growth rate, you can effectively expand your reach and continually rejuvenate your audience base, which is crucial for sustaining the effectiveness of your email marketing campaigns.

email laptop

7. Email Sharing/Forwarding Rate

Email Sharing/Forwarding Rate is an insightful metric, indicating the extent to which your content is shared or forwarded by recipients. This rate can reveal the virality potential of your emails and their effectiveness in generating word-of-mouth promotion.

To Improve This Rate:

  • Integrate Social Sharing Buttons: Make it effortless for readers to share your content on social media.
  • Encourage Sharing: Explicitly invite your readers to share the email with their network.
  • Create Shareable Content: Develop content that provides value, such as exclusive offers or informative articles, making it more likely for recipients to share.
  • Personalize: Tailored content can resonate more, increasing the likelihood of sharing.

By focusing on these areas, you can turn your emails into powerful tools for organic growth and reach expansion



In conclusion, monitoring email marketing analytics is crucial for the success of your campaigns. Regular monthly reviews with your team can provide invaluable insights, allowing you to understand what's working and what needs improvement. This collaborative approach ensures that everyone is aligned with the goals and strategies. Additionally, it's essential to establish a system that works for your specific needs. Whether it's through specialized software or a custom spreadsheet, having a structured way to track and analyze these metrics will empower you to make data-driven decisions. By keeping a close eye on these key analytics, you can continuously refine your approach, leading to more effective and successful email marketing efforts.

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