Understanding Email Marketing Metrics

Email marketing is a great way for businesses to connect with their audience. To get the best results, you need to understand how to measure its success. Vitanur’s guide on email marketing metrics will show you how to track, analyze, and improve your campaigns.

The report in Email Marketing

An email marketing report shows how well your campaigns are doing. It usually includes:

• Open Rate: How many people opened your email.
• Click-Through Rate (CTR): How many clicked on a link in your email.
• Bounce Rate: How many emails didn’t get delivered.
• Unsubscribe Rate: How many people left your email list.
• Complaint Rate: How many marked your email as spam.

What is an Open Rate in Email Marketing?

Open rate shows the percentage of people who open your email. It’s calculated like this

Open Rate = (Number of Emails Opened / (Emails Sent - Bounced Emails)) × 100

• Example: If you send 1,000 emails and 50 bounce back, that leaves 950 delivered emails. If 200 people open the email, the open rate is: (200 / 950) × 100 = 21%

What is a Good Open Rate?

A good open rate depends on the industry, but generally, 20-25% is considered average. If your open rate is below this, you might need to improve your subject lines or clean up your email list.

Why Open Rates Matter:

• They show if your subject lines are working.
• They help measure how interested your audience is.
• Higher open rates usually mean better results for your campaign.

3. What is a Click-Through Rate (CTR) in email marketing

CTR (Click-Through Rate) shows the percentage of people who clicked on links in your email. It’s calculated like this:

CTR = (Number of Clicks / Number of Emails Delivered) × 100

Example: If you send 1,000 emails and 50 bounce back, that leaves 950 delivered emails. If 100 people click on a link in the email, the CTR is: (100 / 950) × 100 = 10.5%

What is a Good CTR?

A good CTR depends on the industry, but generally, 2-5% is considered average for most email campaigns. If your CTR is low, you might need to improve your email content, add clearer calls-to-action (CTAs), or ensure the links are relevant and easy to find.

Why CTR Matters:

• It shows how good your email content is at getting people to take action.
• It helps you see which links or buttons (CTAs) your audience likes the most.
• A higher CTR means people are more engaged and interested in what you’re offering.