Do you want to know the reach of your email marketing campaign? For this, you will need to use email marketing metrics or KPIs, which are Key Performance Indicators, a metric that can reflect the impact of your campaign in relation to your goals. 

Why are email marketing metrics important?


Monitoring the new campaign’s evolution is key to reach the desired goals. In this stage,  the metrics play an important role. The analysis of email marketing metrics or KPIs will improve the strategy for a great inbound marketing campaign.

Email marketing metrics you should know about


There are seven email marketing metrics that will help you improve or change the strategy in which the campaign is based.

Bounce rate

This metric helps you find out the percentage of delivered emails to your contact list. Avoid bounce problems with the best email delivery practices. There are two types of bounce: 

– Hard: the delivery failure is due to a permanent error like the email address does not exist.

– Soft: the delivery failed because of a temporary problem, for example, the maintenance of the server. 

The formula to obtain the rate can be one of these two:

Number of emails delivered / Number of emails delivered * ​​100 OR Number of bounces / Number of emails delivered * 100

Opening rate

This email marketing metric can describe the engagement, showing if your subscribers and potential clients are interested in opening your email and checking out the content. Also, it can show you if the content is good and catches the reader’s attention. A low rate means that you need to change the content, and if it is very low, it means that the email is considered spam, so you need to make major changes. The rate must be higher than 20%. 

The formula to calculate the opening rate is: Number of (unique) emails opened / Number of emails delivered * 100

Click rate

With this metric, you can measure the full impact of the email marketing campaign. The best strategy is to have two links inside the email to ensure better interactions with those contacts in pursuit of more information. This metric will highly depend on the previous rates for perfect results. 

The click rate formula is: Number of (unique) clicks on your email links / Number of emails delivered * 100.

Reactivity rate

This KPI represents one thing: how attracted are your subscribers to your emails. After the reading content, the Call to Action must be strong enough to produce an interaction from the contact. If the rate is low, that means dull content with boring design and CTA. 

The formula of the metric is: Number of (unique) clicks / Number of unique openings * 100.

Cancellation rate

This KPI is important because it will show you two things:

– Contacts that no longer are interested in your content.

– The frequency in which you should send the campaign emails. 

For this metric, a low number is the goal because it will tell you that your subscribers are interested in your content and that the frequency is the correct one.

The formula is: Number of contacts that canceled / Number of emails delivered * 100.

Spam complaint rate

You have to be careful with this metric; the rate should be as close to zero as possible. If many subscribers mark the email as spam, your other KPIs can be limited to a lower interaction, because your contacts will not be able to see the email. 

Two things to improve this metric, first you must have an unsubscribe link front and center in the email, it’s better to unsubscribe than marking it as spam. 

The formula is: Number of spam complaints / Number of emails delivered * 100.

Conversion rate

This metric is very specific; it will depend on your business and your goals with the campaign. This KPI can help you monitor the performance of the content, with a conversion objective that could be a purchase, a visit to a specific article, or simply to show the service.

Because the conversion rate will depend exclusively on the main point of your campaign, the improvement will be around that. But here are a few things to take into account: 

– Never lie; your contact will prefer honesty above all. If you are offering a purchase, keep it true and simple for your client.

– Provide value and quality, whatever you are offering to the subscribers or trying to make them do, the most important part is to value their efforts and time and to provide them with excellent quality. 

The formula for the conversion rate is: Number of people who completed the desired goal / Number of emails delivered * 100.

With these KPIs or email marketing metrics, you will have the perfect statistics to improve and optimize your campaign, to gain more subscribers that can become in your clients. To read more material and articles about marketing campaigns, check out the rest of the magazine, and visit, follow and subscribe to our social networks.

Email marketing metrics for your digital marketing strategy.

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