Measuring your email marketing campaigns shows you which subject lines work best, who clicks on what, and whether your emails are being read by the recipients you intended.
Email marketing metrics provide insight into what’s working and what’s not, so you can improve your email marketing strategy and prevent emails from falling on deaf ears (or worse, ending up in the spam folder).
What are email marketing metrics?
Email marketing metrics are numbers or percentages that indicate the success of an email marketing campaign . They provide information about campaigns, oman email list how many and which people open your email, how many people click to your website as a result of an email, and how many people unsubscribe.
Why You Should Track Email Marketing Metrics
Metrics help you understand how subscribers interact with your content. They provide insight into what content resonates so you can use that information to improve future mailings.
Shopify Email automatically tracks your chosen metrics so you can engage with customers and build long-term relationships through email. Measure your results, like the number of people who clicked through to your store via email, efficient order management: your guide to optimized processes how many products were added to cart, and how many ultimately made a purchase. Even better, you can access it all from your Shopify account, which is linked to your product catalog, for deeper and more detailed performance analytics.
10 Email Marketing Metrics You Should Track in 2025
- delivery rate
- open rate
- click-to-open rate (CTOR)
- conversion rate
- cancellation rate
- bounce rate
- growth rate of the list
- share or forwarding rate
- ROI
- number of spam complaints
delivery rate
The delivery rate shows the percentage of emails sent that were successfully delivered to the recipients. High delivery rates indicate a clean or healthy email list and confirm that your emails are going to the right inboxes.
To calculate the delivery rate, cyprus business directory divide the number of emails delivered by the total number of emails sent and multiply the result by 100.
What is a good delivery rate?
Ideally, you should get 100%, but aim for 99% because there will always be some errors in your list. If your deliverability rate is 97% or less, you should review how you collect your email addresses to ensure the best chance of success.
open rate
Open rate is the percentage of recipients who opened your email. High open rates can indicate that your subject lines are engaging or that customers expect your emails in their inbox. If you’re seeing low open rates, consider experimenting with your subject lines. Use personalization, consider adding emojis, or think about changing your sending frequency.
To calculate the open rate, divide the total number of emails opened by the number of recipients and multiply the result by 100.
What is a good open rate?
A good open rate is between 20% and 22% . If your email service provider indicates that your open rate is below this, you can try A/B testing subject lines to find out what works best for your audience.
click-to-open rate (CTOR)
The click-to-open rate is the percentage of people who clicked on a link in your email after opening it. It evaluates two metrics: the number of people who opened the email and the number of clicks. Many use this metric to measure the overall success of a campaign because it’s an effective way to understand how many people found your content engaging.
To calculate CTOR: Divide the number of people who clicked a link in an email by the total number of people who opened the email and multiply the result by 100.
What is a good CTOR?
Aim for 17%, which is the average industry benchmark determined by Inxmail. Make sure your content is relevant to your audience, test different send times, and use strong calls to action (CTAs) that include a real incentive to improve your click-through rate.