5 email marketing metrics for you to analyze

Email marketing metrics allow you to measure how effective your actions are. Through them, you can analyze the engagement of your brand, monitor the performance of your campaigns, and investigate points of improvement to optimize your sales.

Email marketing is one of the most efficient strategies when the goal is to win more consumers to your e-commerce and retain customers. However, for this tactic to be successful, it is essential to plan campaigns carefully and analyze the right metrics for your type of business. TOP 15 Marketing Tips on Google

Thus, it is possible to understand which actions generated results or which need improvement. With that in mind, we have separated 5 indicators that you should follow. Read on and get to know each one of them!

What is email marketing?

Before checking email marketing metrics, it is important to understand everything about the topic. Come on? The email was created in 1971 by Ray Tomlinson with a focus on sending messages from one computer to another so that people could view them and reply to them later. Something very different from a phone call, for example. Email Marketing for e-commerce: where to start?

From then on, e-mail became a communication channel and, over time, began to be used to exchange messages and content on the Internet. At that time, marketing also adopted this tool as a strategy, creating email marketing — a way to spread products and information through a message in people’s inboxes and newsletter subscriptions, for example.

This strategy is about sending emails to a list of contacts in order to create a connection with your target audience and improve your relationship with your consumers. Generally, the firing of emails is performed by marketing automation tools, which streamline this task and ensure better results for the business.

Currently, to avoid invading users’ space and sending an e-mail to the spam box, companies need to bet on personalized approaches, in addition to requesting authorization for sending e-mails.

How to track email marketing metrics?

The email marketing metrics are the numbers that demonstrate the results obtained in the campaigns. Knowing this, it is important to understand how to follow them in order to identify the positive and negative points of your e-commerce actions.

At first, it is interesting to develop a marketing plan to structure your campaigns and organize each task among your collaborators. After this step, it is essential to have the ability to understand each email marketing indicator in order to interpret them correctly and translate the data, identifying favorable actions and possible failures. At that time, you can count on professionals specialized in the subject.

In addition, it is important to have an analytical view of the entire process, to have the right email sending tools, to understand each number, and to monitor them periodically. In this way, your team is able to deliver the ideal content to your audience, attracting customers and access to your sales page.

5 email marketing metrics

There are more complex and simpler indicators for you to analyze. Discover, below, the most useful ones for an email marketing strategy!

1. Open rate

The open rate refers to the number of users who opened the email sent by your brand. This metric is critical to a strategy, as it indicates whether people are really interested in your content.

Remember that if you don’t generate an audience for the email, you will hardly get positive results, sales, and consumers interested in your product.

Usually, what can influence the opening rate of an email is the subject created by your team and the time it was sent. Also, getting quality contacts to send your information is critical. Thus, the open rate will naturally be positive.

To do this, analyze the behavior of your audience and get to know their preferences. In this way, it is possible to design an efficient email marketing campaign based on real data.

It is also important to use an image compressor to optimize the size of the files you intend to insert into your email. That’s why it’s good to compress the images before putting them in your email, using a good image compressor. How to start selling products and services by subscription?

2. Click-through rate

Clickthrough Rate (CTR), or click-through rate, is also an essential indicator for an email marketing action. Basically, it measures the click-through rate in relation to the number of messages triggered.

This metric defines the interest of your contact base in relation to the content created by your e-commerce and the quality of these users. To calculate CTR, simply take the total clicks on an email and divide it by the number of emails sent. A guide to email marketing for small businesses

It is critical to track this metric frequently. After all, she analyzes the performance of each email marketing sent. Also, this fee may vary as a user opens an email, as he can view it on another day after sending it.

3. SPAM Rate

Unfortunately, it is possible for an email to end up in users’ spam folders. Therefore, it is important to pay attention to this metric in order to understand what should be changed in your content to prevent it from falling into unwanted emails.

At this point, it is worth bearing in mind that an email that falls into the spam box of a potential consumer causes great damage to your brand, in addition to having your efforts in vain, as the message will not reach the desired people.

Knowing this, always win over users who want to read the emails sent by your brand, obtaining a quality list.

4. Bounce rate

Another email marketing metric is the bounce rate, or bounce rate, which indicates the number of emails that did not reach users. Typically, this is a problem that can happen due to different factors, such as:

  • Deactivated accounts;
  • Temporary errors in the tool on the server;
  • Full email box;
  • E-mail incorrectly entered in the list.

Therefore, it is important to follow this indicator to keep your contact list always clean and updated. When a company’s bounce rate is too high, it can be seen as a spammer, harming the content sent.

5. Unsubscribe rate

Finally, we have the email unsubscribe rate. Generally, this index happens when a user chooses not to receive the contents of your brand anymore, clicking to cancel their participation in the contact list.

There are several reasons why a person chooses to unsubscribe from your lists, such as sending emails too often, lack of interest in messages, and low-quality content. Therefore, depending on your company’s unsubscribe number, it is important to rethink your email marketing strategy and devise different actions to attract your audience.

Learn more about the Privacy Policy Generator, which will help you with a personalized privacy policy text for your online store where it will be GDPR compliant!

Email marketing tools to analyze metrics

Now that you know some of the email marketing indicators, it is important to know the best tools to analyze these metrics. After all, performing all this analysis work manually can delay the service of your employees and harm the company’s performance.

In this sense, an automation tool optimizes the processes, generates reports that are easy to interpret, and facilitates the monitoring of the results of your campaigns. In addition, they help trigger multiple emails at once through a contact list.

Some of the most recommended marketing tools are: 

  • HubSpot;
  • MailChimp;
  • Google Analytics;
  • GetResponse;
  • RD Station.


After knowing the 5 main email marketing metrics, it is possible to analyze the right numbers of your campaign in order to identify the positive and negative points of your actions. As a result, you get relevant information to improve your content and develop more accurate publications that catch the attention of your consumers. Marketing email subject lines: 6 best practices

Also, don’t forget to have the right tools to achieve success in your campaigns and optimize the work of your employees. In this way, your goals are achieved more quickly and efficiently, generating more sales and revenue for your e-commerce.

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