Email Marketing Analytics: 6 Key KPI Checklist


Email marketing analytics allows you to track the performance of your email marketing plan, at this point you have spent money and time on email marketing tools, email marketing automation, and email marketing funnel campaigns, you would need to understand if your marketing plan has a return on investment.

Email marketing tools will help you gather enough data for email marketing analytics, some email marketing tools allow you to integrate them with google analytics or third-party analytics tools, this feature allows you to track your visitor’s actions and behaviors from your email to the overall email marketing funnel.

As a business owner, it’s important to understand the most important marketing analytics metrics that you should be tracking to measure the performance of your email marketing campaign. Depending on your email marketing objectives you can choose to measure prospects’ engagements, behaviors, and email marketing funnel outcomes.

Email Marketing Analytics KPI Checklist.

email marketing analytics

Email marketing analytics key performance indicators outlined below are used by email marketers to support the relationships in the marketing funnel, and the prospects throughout your email marketing funnel. If you have different email marketing strategies running at the same time, it’s easier to compare the performance against each key performance metric and their trend over your email marketing campaign duration.

As the name suggests, the email marketing analytics key performance indicators checklist is used to determine the effectiveness of your email marketing strategies towards the accomplishment of your email marketing campaign.

Outlined below are some of the email marketing analytics key performance indicators you can track from your email marketing strategies:

  • Email marketing clickthrough rate.
  • Email marketing traffic.
  • Email marketing conversion rate.
  • Email marketing unsubscribe rate.
  • Email marketing bounce rate.
  • Email marketing subscriber list growth rate.

You can use the above email marketing performance metrics to track the overall health of your email marketing list, identify opportunities and risks.

Email Marketing open rate analytics.

The most important metric in your email marketing campaign is the open rate of your email marketing messages. It’s important to note that the open rate of your email messages doesn’t provide an accurate email marketing performance since many factors can affect your email marketing performance, one of the factors is the email deliverability which is highly influenced by ISPs trying to make sure your email comply with email marketing laws. The email marketing open rate analytics is calculated as outlined below:

How to calculate email open rate: Number of emails opened/Number of emails delivered.

For pro email marketers use the email message open rate to analyze the trends and not the performance of their email marketing campaigns; for example, if the open through rate of your email messages is trending upwards it means your email marketing message is interesting to the subscribers if the trend is downwards it means you have to work on your email marketing message and improve on what’s working.

Email marketing clickthrough rate.

When measuring the email click-through rateOpens in a new tab. we track the messages sent and the people who opened the message, this analytics is important in measuring the quality of your email subject line, senders name, and the email preview snippet of your emails.

Email marketing click-through rate also lets you know if the messages contained in your emails are interesting to the target audience, this is measured by the call to action of clicking your links in your email messages.

The click-through rate of your emails is very useful in measuring the performance of your email marketing funnel, the goal of an email marketing funnel is to nurture the subscriber list until they perform a call to action, if the subscribers are clicking through your email marketing message, then your email marketing goals are being met.

How to calculate email clickthrough rate: Number of clicks in your email links/Number of emails delivered.

How to increase email open ratesHow to increase click-through rates
Improve your email subject linesSend more relevant lead magnets
Improve your email snippetsImprove your message copyrighting skills
Use a trusted sender nameCreate an engaging call to action
Adjust your email sending timeImprove the readability of email body
Change the frequency of your email sequencesUse visual elements
Improve your email list managementEnsure links are easy to see (Click on colors)
Don’t use spam triggersImprove your email list management
email marketing analytics

Email marketing traffic.

After connecting your email marketing tool with your website or online platform analytics, you will be able to measure the amount of traffic originating from your emails, this is important in measuring your email marketing performance.

For effective tracking, you will need to create tracking URLs that will enable you to measure the engagement of your users, and their behaviors after clicking through the tracking URLs, this can be useful in measuring your email marketing conversion funnel and its improvement in the future.

Email marketing traffic can also help you in your email marketing list management, you can be able to use traffic analytics to segment your email marketing list.

Email marketing conversion rate.

Email marketing conversion is an important email marketing metric to analyze during your email marketing campaign, If your email marketing goal is to drive a specific call to action such as downloading email marketing lead magnets, or starting a free trial of your products – you can use email marketing conversion rate metric to track the performance of your email marketing plan on achieving these specific goals.

How to calculate email marketing conversion rate; Number of people performed a call to action/ Number of emails sent.

To determine if your email marketing campaign is successful you can subtract the costs of the email campaign from the revenue generated during the email campaign. And to determine the return on investment you can subtract the cost of the email campaign with the revenue generated and divide the results with the total cost of your email marketing campaign., and finally multiply the results by 100.

Email marketing unsubscribe rate.

Your email marketing unsubscribe rate is used to measure how successful your email marketing campaign is and how effective are your email marketing lead magnets and messages, this can help you understand the behaviors and interests of your email marketing list, lack of interest can also be used to measure how healthy is your email marketing list.

How to calculate email marketing unsubscribe rate: Number of prospects who unsubscribed from your email list/ Number of email messages sent.

For example; If your unsubscribe rate is trending upwards it might show a lack of interest in your email marketing messages, and you are probably wasting time and money working on your email marketing plan, if you manage your email marketing list, and improve your email marketing message, the trend might change upwards indicating a good management and email marketing campaign performance improvement.

Email marketing bounce rate.

There are two bounce rates, a hard bounce rate that means your prospect email is permanently broken, and a soft bounce which means your prospects email address is temporarily wrong and can be fixed the bounce rate can be due to recipients ISP blocking your messages which can affect your email message delivery rate.

How to calculate your email marketing bounce rates: Number of emails with hard bounces or soft bounces/ Number of email messages sent.

To prevent hard and soft bounces you must manage your email marketing list and remove problematic emails as this can cause ISPs to determine the quality of your email marketing list is poor, and affect future emails from reaching your prospects.

Email marketing subscriber list growth rate.

email marketing analytics

When starting your email marketing campaign, you start with the top funnel of gathering as many emails from your target market, measuring your email marketing list growth rate is important in measuring the overall marketing performance. Getting as many people on your marketing funnel increases your chances of getting your products in front of your prospects.

Growing your email marketing list means you have the opportunity to clean up emails from hard bounces of prospects unsubscribing from your email list, leaving enough people to channel through your middle and conversion funnels.

How to calculate your email subscriber list growth rate: ([Number of new email subscribers – (Number of prospects who have unsubscribed + Number of bounced email lists removed from your email marketing list)]/ Number of email addresses on your email marketing list) x 100

Increasing your lead generation will improve your email subscribers’ growth rate, giving you more opportunities to nurture prospects for your conversion funnel.

How to improve your email marketing performance

You cannot test all your marketing campaign strategies, due to constraints of money and time as a business owner, however, there are key email marketing elements that you can use towards improving your email marketing performance.

As a pro email marketer, tracking all your emails is not effective and achievable, for this reason, you should only test emails that are high converting, which if improved can lead to more conversions.

Different types of testing you can start implementing today include Email marketing a/b testing and email marketing timing.

Email marketing a/b testing.

Email marketing a/b testing is used to test your email marketing message performance, when using ab testing you test each variable f yu email marketing message at a time. This involves sending two emails, the first email is termed as the original email, the second email is optimized by changing a variable in the message, the best performing email emerges as the winner of a/b email testing.

For example. With 100 subscribers on your email list, you segment the subscribers into three lists original test list with 10 subscribers, test list with 10 subscribers, and the remaining subscribers as the conversion list.

You start by sending the original email to the 10 original segments, then change a variable such as a snippet or the subject line, the email that performs the best is the winner, and you send this email to the 80 subscribers left.

In the table at the end of the blog post, you will find a list of some of the variables you can test during a/b testing, you can test as many variables as you want, and conduct as many a/b testing as you want during your email marketing campaigns.

Email marketing timing.

Your email timing is determined by your subscriber’s location, behaviors, and interests. Email marketing timing test is used to determine the best time to send your email marketing message, each time has different results, for example, you can send your emails in the morning or the afternoon depending on how much of these emails are converting well.

Your email marketing timing is dependent on your email marketing goals, your offers, and your target audience, many variables can determine the best time to send your email marketing messages, and it’s upon you to determine the best time to send your emails by identifying the optimal time and day to send you to email marketing messages.

According to research, Tuesday is the best day to send email marketing messages, followed by Thursday and Wednesday, the best time is 10 am followed by 11 am, higher conversion emails are sent from 8 pm to midnight.

It’s important to check on the timezone of your email marketing list to determine the best timings for your emails. You can configure your email marketing tool to send emails based on subscribers’ timezones for automated email marketing timing tests.

email marketing analytics

Other email marketing testings strategies you can apply:

Customer testimonialsYour email snippet
Email message toneEmail sender name
Length of the email messageYour email subject line
Email message sending timeYour links color and size
Text and designYour email message offers
Your email headlinesYour call to action button placements
Your email paragraphs size and listiclesYour call to action button size
Video elements in your emailsYour email text font size
Visual images quality, color, and sizeYour email typeface
Your email message layoutThe colors of your text

James Ndungu

James is a one-on-one business consultant who helps CEOs, executives, and solopreneurs build their personal and professional branding.

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