Improve Your Email Campaigns with These 10 Must-Know Metrics
Email marketing is one of the most cost-effective ways to grow your business, yet many brands don't leverage it fully. Some aren't aware of its power, while others may have tried but didn’t see success, leading them to abandon their efforts. But the reality is that a well-executed email strategy can deliver significant results if done right.
Few businesses succeed with email marketing right out of the gate—it takes time, testing, and refining. The good news? By tracking the right metrics, you can accelerate the process and improve your campaigns.
Email metrics are the key to understanding what’s working and where there’s room for improvement. Here are the 10 essential metrics you should be tracking, according to data from Klaviyo, to optimize your email marketing and increase your sales.
1. Send Rate
This metric tells you how many emails you’ve actually sent. It’s fundamental because you need this number to calculate other metrics like open rates and click-through rates.
2. Delivery Rate
Klaviyo reports that its average email deliverability rate is around 98%, meaning most emails reach their recipients’ inboxes . If your delivery rate is lower, it might indicate issues with your email list or sender reputation.
3. Open Rate (OR)
Klaviyo’s data shows an average open rate of 37% across industries . A high open rate means your subject lines are resonating with your audience. If you’re seeing rates lower than this, it's a sign to revamp your subject lines and make them more enticing.
4. Click-Through Rate (CTR)
The average CTR on Klaviyo ranges from 1.5% to 3%, depending on the industry . This metric shows how many people clicked on a link within your email, indicating how compelling your content and calls-to-action (CTAs) are.
5. Click-to-Open Rate (CTOR)
CTOR measures how engaging your email content is after someone opens it. A healthy CTOR, according to Klaviyo, falls between 10-30% . If your CTOR is below this range, consider revising your email copy and design to better engage your audience.
6. Unsubscribe Rate
The average unsubscribe rate on Klaviyo is about 0.2% . If you notice higher unsubscribe rates, it could mean your content isn’t relevant to your audience or you’re sending emails too frequently.
7. Spam Rate
The average spam complaint rate for emails sent via Klaviyo should stay below 0.1% . If your emails are frequently marked as spam, review your list segmentation and content relevance to improve engagement and reduce complaints.
8. Bounce Rate
Bounce rates reflect how many emails failed to reach inboxes. Klaviyo reports a 0.5% soft bounce rate (temporary issues like full inboxes) and a 0.2% hard bounce rate (invalid addresses) . Regularly cleaning your list can help minimize bounce rates and improve deliverability.
9. List Growth Rate
To measure list growth, track new sign-ups against unsubscribes. Brands using Klaviyo often see list growth rates between 1-3% monthly . If your growth rate is stagnant, consider adding sign-up incentives or optimizing your opt-in forms.
10. Revenue Per Email Campaign
According to Klaviyo, email marketing can generate an average of $38 for every $1 spent . Tracking revenue per campaign allows you to see which emails are most effective in driving sales and provides valuable insights into your overall ROI.
By consistently tracking these 10 metrics, you’ll have the insights needed to refine your email marketing strategy and drive better results. Start monitoring your campaigns today and watch your ROI grow!
Need help implementing these strategies in your email marketing program?
Citations:
Klaviyo. "2024 Email Marketing Benchmarks." https://www.klaviyo.com/uk/blog/email-marketing-benchmarks-open-click-and-conversion-rates
Klaviyo. "Industry Benchmarks Report." Updated 2024. https://www.klaviyo.com/marketing-resources/email-benchmarks-by-industry
Klaviyo. "Best Practices for Email Marketing Success."https://www.klaviyo.com/marketing-resources/email-marketing-best-practices