What Metrics Should I Track For Email Marketing?

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The best way to know if what you’re doing is working is to analyze the results. Email marketing statistics should drive your decisions when making adjustments. Here are the main email marketing stats you’ll want to track to make sure your marketing efforts are succeeding.


An open rate is the percentage of people who opened the email from the total number of people who received the email. Having a good email open rate is crucial. If your recipients aren’t opening your emails than they aren’t reading your content. To improve your open rates, look at your subject lines, preview text, from name, and email address. Open rate goals vary by industry, but overall, aim for an open rate of 20-25 percent.


A click-through rate is the percentage of people who clicked on a link in your email from the total number of people who opened the email. The click-through rate is dependent on what you’re offering in the email and the lead information you provided in the messaging to build to that click. Ultimately, the goal of any email marketing tactic should be to get clicks to the next step.


Unsubscribes, as you may have guessed, are the number of people who have unsubscribed from your emails. With a well-developed list, you should see low unsubscribe rates. However, if this number is high, it’s a key indicator that you need to take a long look at your email marketing list.

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