Email Marketing Campaign Performance: 8 Ways To Measure It

Do you know email marketing ROI, on average, is 122%, a return four times higher than any other digital marketing channel [source], and about 77% of consumers have seen an increase in the preference for using emails over other online channels? [source


So, how are they measuring their successful campaign performance? The good news is with a few helpful tips, you can quickly and easily improve your email marketing campaign performance. 


The bad news is that there are many ways to measure it. But don’t worry; we’re here to help! In this post, we’ll go over eight different metrics you can use to measure the performance of your email marketing campaign and make improvements where needed. Let’s get started!


8 Ways To Measure The Performance Of Email Marketing Campaigns



1. Delivery rate


The delivery rate metric is the most crucial indicator of the success of your email campaign. A high delivery rate means you successfully reach your target audience, while a low delivery rate indicates that you need to grow your subscription list. 


To calculate delivery rate: (the number of emails sent) – (the number of emails bounced) / (total number of emails sent) * 100.


By tracking this vital metric, you can ensure that your email campaign is on track for success.


2. Open rate


Open rate is one of the most important KPIs for measuring email engagement. If subscribers don’t find your subject line intriguing, they will ignore your email. By understanding how to write catchy subject lines for your email, you can increase the likelihood that subscribers will open and engage with your email. 


To calculate the open rate: (number of emails opened) / (number of emails sent – number of emails bounced) * 100.


By increasing open rates, you can improve other KPIs, such as click-through rate and conversion rate. So, test out different subject lines and strategies to find what works best for your audience.


3. Click through rate


CTR is a significant indicator of whether or not the content inside your email is compelling and resonates with your audience.


To calculate CTR: (number of clicks/number of delivered emails) * 100.


If you see a solid open rate, but the click-through rate is super low, the subscribers who were excited to open your email didn’t find the offer enticing or found something different from their expectations.


In either case, it’s essential to take a close look at your CTR and make the necessary adjustments to ensure your email campaign is successful.


4. Conversion rate


The conversion rate is an important metric that tells you how many people are taking the desired action, whether by clicking on a link, signing up for a newsletter, or making a purchase.


To calculate conversion rate =(Number of people who completed the desired action / total number of emails delivered)*100.


A high conversion rate indicates that your marketing efforts are effective and engaging. A low conversion rate is a sign that something needs to be changed, whether it’s your offer, copy content, or CTA.

You can ensure that your marketing campaigns drive traffic by monitoring your conversion rate.


5. Bounce rate


One key factor that can affect your email deliverability is your bounce rate. A high bounce rate quickly leads to a low sender reputation score, making it more difficult for your emails to reach the inbox. 


There are two types: hard and soft. Hard bounces are invalid or non-existent email addresses, while soft bounces are typically associated with a problem on the recipient’s server. 


To calculate bounce rate: (number of bounces/emails sent) * 100.


While it is difficult to avoid all bounces, keeping an eye on your bounce rate and ensuring that it stays low is essential for maintaining a good sender reputation score.


6. Unsubscribe rate


The unsubscribe rate is often seen as a negative metric but is quite informative. After all, it shows which audience members have chosen to withdraw themselves from your list. This is helpful in some ways.

  • It helps to identify the types of content, tone, layout, or promotions causing people to leave. 
  • It gives an idea of how relevant your emails are to your audience. 

To calculate the unsubscribe rate: (the number of unsubscribed emails / number of emails sent) * 100.


Noticing a sudden spike in unsubscribes after sending a separate email strongly indicates that something about that email didn’t resonate with your audience. Paying attention to this data will help you avoid making the same mistake.


7. Spam score


One number that makes or breaks your campaign is your spam score. This number indicates how often your emails are being marked as spam by recipients, and a high spam score can quickly torpedo your sender status and deliverability. That’s why it’s essential to keep an eye on your spam score and take steps to improve it if necessary. 


To calculate the spam score: (number of spam complaints/number of emails delivered) * 100.


8. Overall ROI


There’s no better way to measure your success in achieving that goal than by looking at your ROI. The ROI metric shows how much profit you made for every dollar invested.


To calculate the overall ROI: (revenue-campaign cost / campaign cost) * 100. 


You measure the revenue generated from email marketing campaigns by tracking the number of converted leads. This will show your sales team the tangible results achieved through email marketing. And with a higher ROI, your business is more successful and profitable.


Email marketing is only effective if you can measure and understand the results. Always build a strong foundation by tracking essential metrics like open and click-through rates. Once you have refined goals, monitor your results over time to gain valuable insights that will help improve your strategy.


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