As an entrepreneur or business professional, understanding the effectiveness of your email marketing campaigns is crucial. By analyzing key metrics, you can discern which subject lines resonate, identify who engages with your content, and determine if your emails reach their intended audience. This blog post outlines essential email marketing metrics you should monitor in 2025, providing insights that can enhance your strategy.
What are Email Marketing Metrics?
Email marketing metrics are quantitative indicators that reflect the success of your email campaigns. They offer vital insights into various aspects of your campaigns, such as the number of recipients who open your emails, the click-through rates to your website, and the number of subscribers who choose to unsubscribe.
The Importance of Tracking Email Marketing Metrics
Email marketing software automatically tracks key metrics, simplifying the process of understanding subscriber engagement with your content. These metrics provide insights on what resonates with your audience, allowing you to refine future email strategies and nurture lasting customer relationships. You can track results, such as click-through rates to your online store, products added to carts, and purchases, through your account to gain comprehensive performance insights and connect with customers.
10 Email Marketing Metrics to Monitor in 2025
1. Deliverability Rate
Deliverability rate measures the percentage of emails successfully delivered to recipients. A high deliverability rate indicates a healthy and clean list, confirming your emails are landing in desired inboxes. A drop in this rate could suggest issues like emails being marked as spam or sent to invalid addresses.
Calculation: Divide the number of delivered emails by the total sent, then multiply by 100. Good Rate: Aim for 99%. Rates below 97% warrant an audit of your email collection methods.
2. Open Rate
Open rate is the percentage of recipients who open your email. High open rates suggest compelling subject lines or that your audience looks forward to your emails. If open rates are low, consider experimenting with subject lines or personalizing your content.
Calculation: Divide the number of emails opened by the total number of recipients and multiply by 100. Good Rate: A range of 20% to 22% is ideal.
3.Click-to-Open Rate (CTOR)
CTOR reflects the percentage of users who clicked a link in your email after opening it. This metric provides insight into the effectiveness of your content.
Calculation: Divide the number of clicks by the total number of opens and multiply by 100. Good Rate: Aim for 10.5%, based on industry benchmarks.
4. Conversion Rate
This metric indicates the percentage of subscribers who complete a desired action, such as making a purchase. By analyzing conversion rates at different touchpoints, businesses can identify areas to optimize their marketing and sales efforts to increase overall conversions.
Calculation: Divide the number of conversions by the number of emails delivered, then multiply by 100. Good Rate: Anything above 2% is considered good in the eCommerce sector.
5. Unsubscribe Rate
Unsubscribe rate measures the percentage of users who opt out of your email list after receiving a campaign.
Calculation: Divide the number of unsubscribes by the number of emails delivered, then multiply by 100. Good Rate: Keep this at 0.5% or lower.
6. Bounce Rate
Bounce rate indicates the percentage of emails that couldn't be delivered. There are two types: soft bounces (temporary issues) and hard bounces (invalid addresses).
Calculation: Divide the total number of bounces by the total emails sent, then multiply by 100. Good Rate: Maintain a bounce rate of 2% or less.
7. List Growth Rate
This metric reflects how quickly your email list is expanding.
Calculation: Subtract unsubscribes from new subscribers, divide by the total list size, and multiply by 100. Good Rate: Aim for a growth rate of 2.5%.
8. Email Sharing or Forwarding Rate
This measures how often recipients share your emails with others, often tracked via a “Share this” button.
Calculation: Divide the number of shares by the number of delivered emails, then multiply by 100. Good Rate: While no specific benchmarks exist, any sharing is beneficial.
9. ROI (Return on Investment)
ROI calculates the revenue generated from your campaign relative to the costs incurred.
Calculation: Divide the total revenue by the total spent, then multiply by 100. Good ROI: Email campaigns typically yield $42 for every $1 spent, equating to a 4,200% ROI.
10. Number of Spam Complaints
This metric indicates how many recipients marked your emails as spam. A high number can adversely affect your future email deliverability. Calculation: Divide the number of spam complaints by the number of emails sent, then multiply by 100. Good Rate: Strive for 0%, and mitigate complaints by making unsubscribe options clear and avoiding spam-triggering subject lines.
Conclusion
Tracking your email marketing metrics is an integral part of your overall strategy, and the best time to begin is now. These metrics—ranging from deliverability and open rates to ROI and spam complaints—provide essential insights into subscriber behavior and campaign performance. By understanding and analyzing these numbers, you can refine your email marketing strategies to achieve better results. Shopify Email makes tracking these metrics effortless, enabling you to focus on growing your audience and enhancing your marketing efforts effectively.
