9 Essential Email Marketing Metrics to Ensure Campaign Growth in 2022

Email marketing
Kate is our master copywriter and content expert here at IcebergBuilder. Her expertise in sales-optimised content marketing and linguistics allows to dive into the depths of the power of language in advertising.

So you’re ready to employ email marketing to reach your goals; you’ve mastered best practices and are prepared to take on the arduous task of testing and optimization to get the best engagement. With an arsenal of tips and tricks up your sleeve, how then will you measure the success of your efforts? To help you hit your goals, the Iceberg Builder team compiled a list of the most valuable email marketing metrics to track, regardless of your campaign objectives.

1. Open rate

In a nutshell: The percentage of recipients who open a specific email. Best when used to compare engagement between two different email campaigns.

Why you should care: A campaign’s open rate tells you how engaged your recipients are and how compelling your subject lines are for convincing subscribers to open. While many consider it an important metric, its value has dwindled more and more through the years, especially amid Apple’s Mail Privacy Protection feature that allows users to disable open-tracking.

In addition, results can often be misleading: an email will only be considered open if the recipient receives the images embedded in the email, and this is not always the case for users who have image-blocking features in their email client. We recommend using a campaign’s open rate to get comparative insights on engagement between two campaigns.

2. Click-through rate (CTR)

In a nutshell: The percentage of subscribers who clicked a link in your email.

Why you should care: The click-through rate (CTR) is one of the best email marketing metrics, as it can help you determine how effective your campaigns are in spurring your subscribers into action. 

The CTR is also an excellent measure for determining the more successful email in an A/B test, as these tests are usually employed to determine which email gets the most clicks. You can enhance click-through rates by having a compelling call to action.

3. Bounce rate

In a nutshell: The percentage of subscribers who didn’t receive your email in their inbox.

Why you should care: There are two kinds of bounce rates: soft bounces indicate temporary problems with your subscriber’s email addresses, such as full inbox or server problems, while hard bounces track permanent issues like non-existent, closed, or invalid emails.

High bounce rates may mean your subscriber list is ridden with fake, old, or invalid email addresses. Internet Service Providers may identify you as a spammer with high bounce rates, so be sure to clean your email database occasionally.

4. Conversion rate

In a nutshell: The percentage of subscribers who not only clicked on a link in your email but completed a specific action like purchasing a product, signing up for a service, or filling out a form.

Why you should care: After clicking on a link in your email (measured by click-through rate), the conversion rate measures how many subscribers converted to your offer. If your goal is to get your subscribers to purchase a product or download a free e-book, anyone taking that action will be considered a conversion.

Conversion rates are measured by integrating web analytics into your email platform. After doing so, you can create tracking URLs for each email link, enabling you to determine which clicks come from specific email campaigns.

5. List growth rate

In a nutshell: The growth rate of your email list.

Why you should care: Your list growth rate indicates how much your email database is growing (or shrinking). Keep an eye on this measurement to ensure that you regularly expand your reach and audience.

Do note, however, that marketing databases naturally decay about 22.5% annually due to subscribers changing or abandoning email addresses or opting out of your email communications. This is why it’s essential to find new and effective ways to generate leads constantly.

6. Number of unsubscribes

In a nutshell: The percentage of recipients who unsubscribe after reading your email.

Why you should care: Many consider the unsubscribe rate as a measure of disinterest, but this isn’t always the case. Engagement is better measured by click-through and conversion rates, as subscribers who have lost interest in your brand will typically not go through the hassle of unsubscribing from your database – they will simply stop opening and clicking on your emails.

Instead, use this metric to measure the growth rate of your email database so you can think of new ways to grow your list if your unsubscribes are getting unreasonably high.

7. Email sharing & forwarding rate

In a nutshell: The percentage of recipients who have forwarded your email to their friends or shared it via social media.

Why you should care: Your email sharing and forwarding rate offer great insights into how much your subscribers advocate what your brand offers. It is measured by how many people click the “share this” or “forward to a friend” button.

Many marketers consider these metrics essential as they measure the growth of new leads. Considering the impact of customer referrals in purchasing decisions, this is a metric you should be keeping a good eye on.

8. Overall ROI

In a nutshell: Your email campaign’s ROI. This is derived by dividing total revenue by total expenditures.

Why you should care: Your Overall ROI indicates how much money you’ve made on your email campaign. This metric can be calculated by subtracting the money you spent on the campaign from the money you made in sales, dividing that by the money invested in the campaign, and finally multiplying that by 100. It’s an excellent metric for determining how lucrative your email marketing campaign has been.

9. Engagement over time

In a nutshell: Tracks the best times of day to send your emails. 

Why you should care: Engagement over time measures how much your subscribers interact with your content during a given period. This way, you can determine the best time to send content to your subscribers. 

Boost your email marketing campaigns with Iceberg Builder

When it comes to email marketing, there is a lot to learn, especially if you aren’t familiar with what makes a successful campaign. With Iceberg Builder, you can build the ideal email campaign by following step-by-step instructions and comprehensive tutorials. Try out our 14-day free trial today.