[FAQ]

Hi everyone,

My team has been running some email marketing campaigns, but we want to make sure we are properly measuring if they are effective or not. Just sending them out is not enough, right?

What are the key metrics or KPIs that people usually track to understand the performance of their email marketing in 2025? Is it only about open rates, or are there more important indicators we should be focusing on to see if we are achieving our goals?

Appreciate your sharing, thanks!

[Jeff Bullas]

Measuring the effectiveness of your email marketing campaigns comes down to tracking a few key numbers that show how people are interacting with your emails and what results you are getting.

First, you have the Open Rate. This is the percentage of people who opened your email. It is a starting point, but with things like Apple’s Mail Privacy Protection, its accuracy as a sole measure of engagement can be a bit inflated, so it is not the only thing to watch.

Second, and often more telling, is the Click-Through Rate (CTR). This tells you what percentage of people who received your email actually clicked on one or more of the links inside. A higher CTR generally means your content and calls to action are resonating.

Third, the Conversion Rate is vital. This tracks the percentage of email recipients who completed a specific action you wanted them to take after clicking a link – like making a purchase, signing up for an event, or downloading a resource. This usually requires connecting your email platform to your website analytics or e-commerce system to track properly.

Fourth, keep an eye on your Bounce Rate. This is the percentage of emails that could not be delivered. You will see “hard bounces,” which are permanent failures like an invalid address, and “soft bounces,” which are temporary issues. A high hard bounce rate is bad for your sender reputation.

Fifth, the Unsubscribe Rate shows how many people chose to opt out of your emails. If this number is consistently high, it might be a sign that your content is not relevant, you are emailing too often, or your list quality needs attention.

Sixth, for overall health, your List Growth Rate is important. This shows how quickly your email list is expanding with new, interested subscribers.

And seventh, especially if you are selling something, the Return on Investment (ROI) is a key business metric. This calculates the total revenue your email campaigns generated compared to what they cost you to run.

Most email marketing platforms provide built-in analytics for many of these metrics. Additionally, using website analytics tools like Google Analytics, especially with UTM parameters in your email links, is essential for tracking what happens after someone clicks through to your website, such as their behaviour and any conversions.

By consistently monitoring these core metrics, you will get a clear picture of how your email campaigns are performing and where you can make improvements.

Cheers,

Jeff

[Author]

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