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6 Email Marketing Metrics You Should Track In 2021

6 Email Marketing Metrics You Should Track In 2021

One of the most tried and tested formats of pull marketing, email marketing remains a constant amongst brands and professionals as a personalized form of communication. With consumers adopting multiple products and services, their inbox also lies cluttered, to begin with. This is why email marketing trends & metrics become an important source of strategy for better personalization, segmentation, and automation. 

Here The 6 Email Marketing Metrics You Should Track In 2021

  • Deliverability Rate

Your email deliverability rate defines the number of emails that make it to each of your recipient’s inbox on your emailing list. Several factors contribute to your email delivery success such as IP address reputation, sender reparations, email service provider, and email subject lines to name a few. Your recipients might even push your email into the spam folder thereby pushing down your deliverability rate. 

Although the goal should be 100% email deliverability, 95% and above is considered to be a good industry standard. Contact us to learn about the possibilities of auditing and improving this key factor for your email marketing. 

  • Open Rate

Open rate can be simply defined as the percentage of subscribers or recipient list that opened your emails. Better the email open rates, better the chances of your potential customers to get on your lead generation funnel. Triggering a healthy open rate depends on your email push timing, A/b tested subject lines, emotive trigger terms, and a certain degree of personalization. An average email open rate is considered to be 18.0% across all sectors

Our content marketers and designers translate your ideas into a flawless combination of concepts & illustrations to create email variants that enhance your email open rates. 

  • Click-Through Rate

A further extension of the Open rate is the CTR which implies how well the email was absorbed by your recipients. Your Click Through Rate (CTR) is a crucial email marketing metric that helps you understand the actions taken. An average email click-through rate across all industries is 2.6%

Whether it’s a campaign, case study, infographic, discount, registration, or subscription button, CTR is one of the better indicators of how effective and engaging your emails were. Although a good click-through rate is an indicator of your email marketing effectiveness, a low CTR implies that there is room for improvement, thereby giving you chances to strengthen your email elements such as content, design, and branding. 

  • Conversion Rate

Email opened – Check! 

CTA clicked – Check! 

Subscriber landed on your website to sign up/make a purchase – Check! 

Congratulations, your email marketing campaign worked as it should. The percentage of people who ended up making a purchase or a subscription on your website can be deemed as a successful conversion. It could be anything that you’re offering that might not be monetary in nature but valuable to your nature of business. 

Overall, standard conversion rates have witnessed a drop from 15.11% in 2020 to 14.65 in 2021

A few hygiene guidelines while you can try out to make your email marketing more conversion-friendly:

  • Craft a follow-up email in case of abandoned carts.
  • Email them exclusive discounts or last-minute deals as a friendly push to make the purchase. 
  • Send them a handy guide to make their transaction process simpler. 

Conversion rates can be the judgemental factor to the time, money, and effort being put into your email marketing for ROI generation. 

  • Unsubscribe Rate

Sending out too many emails at ungodly hours? No wonder your recipients are hitting that unsubscribe button. Unsubscribe rates or churn rates are expected provided you know to switch up your strategy to keep those numbers low.  

Although average email unsubscribes rates are 0.1%, do keep a close watch on these factors which may increase your email unsubscribe rates: 

  • Poorly optimized email content
  • Irrelevant and bland email formats 
  • Sending too many emails
  • Email broadcasts are not timed right
  • Using complicated subject lines & CTA’s 


  • Email Bounce Rate 

Another common issue faced by every brand that’s used email marketing in the past and keep on using it. Email bounce rate is the percentage of emails that have not successfully reached your recipients. Using clean and simple HTML codes, permission-based email subscriptions, and consistent emailing schedules will keep your bounce rate to a minimum. 

To keep your bounce rate below 3%, you need to perform regular mailing list cleanups to remove inactive subscribers, time your emails consistently, send re-engagement campaigns. Most important of all is to monitor the bounce rate of every email campaign to improve the deliverability of the next one. 

Tracking email marketing metrics is beneficial for both small and large businesses as it achieves crucial strategies such as inbound, content, and account-based marketing in a cost-effective manner. 

Whether it’s basic marketing communication, in-depth information, promotions, feature updates, and feedback related to your B2C or B2B business, email metrics play a defining role in your success. Please Contact Us to learn how email marketing can be utilized as a cost-effective lead-generating funnel.

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