Email Analytics: The 8 Email Marketing Metrics & KPIs You Should Be Tracking

Example: 500 total clicks ÷ 10,000 delivered emails * 100 = 5% clickthrough rate(Using either total clicks or unique clicks in the calculation above works, as long as you use the same approach consistently.)Example: 400 people who completed the desired action ÷ 10,000 total email delivered * 100 = 4% conversion rateExample: 75 bounced emails ÷ 10,000 total emails sent * 100 = 0.75% bounce rateExample: (500 new subscribers – 100 unsubscribes and email/spam complaints) ÷ 10,000 email addresses on the list * 100 = 4% list growth rateExample: 100 clicks on a share/forward button ÷ 10,000 total delivered emails * 100 = 1% email sharing/forwarding rateExample: ($1,000 in additional sales – $100 invested in the campaign / $100 invested in the campaign) * 100 = a 900% return on investment for the campaignEditor’s Note: This post was originally published in March 2014 and has been updated for accuracy and comprehensiveness.

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