4 Key Email Marketing Metrics: How to Evaluate the Effectiveness of Your Emails

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In email marketing, launching a newsletter is only part of the job. Next, you need to regularly monitor metrics, evaluate newsletter performance, and adjust your marketing strategy based on them.

What are email marketing metrics?
Email metrics are numerical indicators that reflect the effectiveness of a mailing and allow you to understand whether a marketing campaign worked or not.

There are more than ten france email list different metrics for evaluating the effectiveness of email newsletters, but we will talk about four basic ones: Open rate, Click rate, Click-To-Open Rate and Unsubscribe to Opens Rate.

And at the end of the article we left a table with benchmarks for metrics for different industries.

Open rate, OR or openability
The metric shows what percentage of emails your subscribers opened out of all delivered ones.

You can calculate OR using a simple formula:

Number of opens / Number of delivered messages x 100%

How it works: The last time users received emails from your brand, 900 of which were opened. = 45%. The open rate is 40%.

There are two ways to calculate the metric: by unique and non-unique openings. Unique ones show how many subscribers opened your email. Non-unique ones show how many times the message was opened with the same number of users. One client can open your message even 20 times, but it will be counted as one unique opening and 19 non-unique ones.