{"id":157354,"date":"2025-02-23T10:00:00","date_gmt":"2025-02-23T15:00:00","guid":{"rendered":"https:\/\/optinmonster.com\/?p=157354"},"modified":"2025-02-24T05:30:12","modified_gmt":"2025-02-24T10:30:12","slug":"email-marketing-analytics","status":"publish","type":"post","link":"https:\/\/optinmonster.com\/email-marketing-analytics\/","title":{"rendered":"Email Marketing Analytics: 7 Metrics & KPIs to Boost Your ROI"},"content":{"rendered":"\n

Want to improve your email marketing? Using your email marketing analytics is one of the best ways to increase your marketing ROI.<\/p>\n\n\n\n

Email marketing<\/a> can be one of your best sources of revenue. And yet, many marketers miss out on sales because they\u2019re just guessing at what will work.<\/p>\n\n\n\n

Instead, you can use email marketing analytics to know exactly what\u2019s working and what isn\u2019t, and how to improve.<\/p>\n\n\n\n

In this article, we\u2019re going to go over 7 numbers you need to know from your email marketing analytics if you want to increase your ROI.<\/p>\n\n\n\n

<\/th>Metric\/KPI<\/th>Definition<\/th>How to Measure<\/th>Ways to Improve<\/th><\/tr><\/thead>
1<\/td>Revenue Generated<\/td>Total revenue generated from email campaigns.<\/td>Use Google Analytics, ESP reports, or OptinMonster\u2019s Revenue Attribution.<\/td>Improve conversion rate, click-through rate, and list growth.<\/td><\/tr>
2<\/td>Custom Conversions<\/td>Tracking key actions taken by subscribers before making a purchase.<\/td>Set up custom conversion goals in Google Analytics and track via UTMs.<\/td>Optimize email CTAs, improve segmentation, and track conversion goals.<\/td><\/tr>
3<\/td>Audience Growth Rate<\/td>The rate at which new subscribers join your email list.<\/td>Monitor subscriber growth in ESP or OptinMonster dashboard.<\/td>Enhance opt-in forms, offer lead magnets, and use exit-intent popups.<\/td><\/tr>
4<\/td>Click-Through Rate (CTR)<\/td>Percentage of email recipients who click on a link in your email.<\/td>Available in ESP reports, calculated as (clicks\/emails delivered) * 100.<\/td>Write compelling email copy, optimize CTAs, and test subject lines.<\/td><\/tr>
5<\/td>Bounce Rate<\/td>Percentage of emails that couldn\u2019t be delivered to recipients.<\/td>ESP reports bounce rate, broken into soft and hard bounces.<\/td>Use double opt-in, clean your list regularly, and segment effectively.<\/td><\/tr>
6<\/td>Open Rate<\/td>Percentage of recipients who opened your email.<\/td>ESP tracks open rates, calculated as (opens\/emails delivered) * 100.<\/td>Write strong subject lines, segment audience, and personalize content.<\/td><\/tr>
7<\/td>Unsubscribes<\/td>Number of people who opt out of your email list.<\/td>ESP reports unsubscribe rates per email campaign.<\/td>Ensure relevant content, avoid excessive emails, and maintain list hygiene.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Why You Need Email Marketing Analytics<\/h2>\n\n\n\n

You might have heard that email marketing has the best ROI<\/a> out of all marketing channels. That might be why you started doing email marketing in the first place.<\/p>\n\n\n\n

But how do you know if your email marketing strategy is actually working?<\/p>\n\n\n\n

That\u2019s where email marketing analytics comes in.<\/p>\n\n\n\n

By strategically tracking your email marketing analytics over time, you can clearly see what\u2019s working and what needs adjusting.<\/p>\n\n\n\n

Now let\u2019s see the most important email marketing analytics for growing your business.<\/p>\n\n\n\n

Email Marketing Analytics: KPIs and Metrics to Track<\/h2>\n\n\n\n

We\u2019ve listed the following KPIs and metrics in order of importance. We\u2019ve also included some suggestions for improving your email marketing analytics and thus your ROI.<\/p>\n\n\n\n

You should be able to see many of the metrics listed below in most email service providers (ESPs). The most important KPIs are also the hardest to measure, so we\u2019ll give you some tips for tracking those.<\/p>\n\n\n\n

Don\u2019t have an ESP yet? We highly recommend one of the following:<\/p>\n\n\n\n