10 Key Metrics to Analyze

10 Key Metrics to Analyze Your Email Campaigns

It’s easy to hit “send” and hope for the best, but real email marketing success comes from knowing what’s working and what’s not. That’s where tracking the right metrics makes all the difference. In this article, we’re breaking down 10 email metrics that every marketer should be watching and how each one helps you get better results.

#1. Open Rate

Open rate shows the percentage of recipients who opened your email, and it’s usually the first sign of how well your campaign is performing. While it doesn’t tell the full story, it gives you a sense of whether your subject line, preview text, and timing are working together to grab attention.

Example:

Let’s say you send a spring sale email to 10,000 subscribers, and 2,400 people open it. That’s a 24% open rate, which is pretty solid for most industries. But if last week’s email got a 36% open rate, it may be time to review your subject line or send time.

Tip:

Test different subject lines and send days to find the sweet spot for your audience. Use personalization (like names or location references) to increase visibility. And always keep subject lines clear, with no clickbait.

#2. Click-Through Rate (CTR)

CTR tells you how many people clicked a link in your email out of the total number of recipients. It’s a key measure of how compelling your offer and content are. If open rate shows interest, CTR shows action. The stronger your call-to-action and messaging, the higher your CTR tends to be.

Example:

You send an email to 5,000 people about a new product drop. Of those, 350 click the “Shop Now” button. That’s a 7% CTR, which is well above the average benchmark of 2–5%, and suggests your content and visuals are working.

Tip:

Stick to one primary call-to-action when possible, and make it clear and easy to find. Avoid cluttered designs or multiple messages that can dilute the purpose of your email.

#3. Conversion Rate

Conversion rate tells you how many people not only clicked your email but also completed the goal you wanted, like making a purchase, registering for a webinar, or downloading a guide. This is one of the most important metrics for measuring actual ROI because it shows who took action beyond just reading.

Example:

You send a promo offering 20% off all candles. Out of 500 people who click, 60 go on to complete a purchase. That 12% conversion rate shows your offer, landing page, and email all worked together to move people from interest to action.

Tip:

Make sure your email and landing page match in tone and content. If your email offers a discount, show that discount clearly on the page they land on. Remove friction from the buying process with clean design, fast load times, and clear instructions.

#4. Unsubscribe Rate

Unsubscribe rate shows the percentage of people who opted out of your email list after receiving a campaign. A few unsubscribes are normal and even healthy because it keeps your list clean. But if the rate jumps, it can signal that something in your message, frequency, or tone didn’t sit well.

Example:

You send an email that’s off-topic or too promotional, and suddenly your unsubscribe rate jumps to 1.8% when your usual is under 0.3%. That kind of spike is a clear sign that something didn’t land with your audience.

Tip:

Allow subscribers to adjust their email preferences so they can stay connected on their terms. Give them choices like fewer messages or content based on specific interests. Most importantly, focus on sending emails that offer real value, not ones that simply take up space in their inbox.

#5. Bounce Rate

Bounce rate measures how many of your emails fail to reach inboxes. Soft bounces are usually temporary issues, like a full mailbox, while hard bounces happen when an address is invalid or no longer exists. If bounce rates stay high over time, it can damage your sender reputation and affect deliverability.

Example:

You send an update to 3,000 subscribers, and 120 emails bounce. That’s a 4% bounce rate. If most are hard bounces, it may be time to clean your list or check your signup process.

Tip:

Use double opt-ins to help filter out fake addresses, and clean your list often to remove contacts that are no longer valid. A low bounce rate protects your sender reputation and keeps your emails landing where they should: in the inbox.

#6. Delivery Rate

The delivery rate measures how many of your emails actually reach subscribers’ inboxes, not just how many you send. A strong delivery rate means your list is healthy and your sending practices are solid. A dip could mean trouble with spam filters or list quality.

Example:

You send an email to 4,000 people, and 3,920 are delivered. That’s a 98% delivery rate, which is great. But if that number drops to 90% or below, it’s time to check your email list and sender reputation.

Tip:

Authenticate your domain (SPF, DKIM, and DMARC), avoid spammy words, and make sure your subscribers opted in. Regularly clean up inactive or outdated addresses to keep your list in good shape.

#7. Spam Complaint Rate

Spam complaint rate tracks how often recipients report your email as unwanted. Even a handful of complaints can impact your sender reputation and lead to future emails being filtered out or blocked. To stay in good standing with inbox providers, it’s best to keep this number below 0.1%.

Example:

You send a sale announcement to 10,000 contacts. If just 12 people report it as spam, that’s a 0.12% complaint rate, and is enough to raise concern with inbox providers.

Tip:

Be clear about who you are and why someone is getting your email. Avoid misleading subject lines, and make the unsubscribe link easy to find. If your content consistently meets expectations, people won’t feel the need to report it.

#8. Click-to-Open Rate (CTOR)

CTOR compares the number of people who clicked your email to the number who opened it. While CTR tells you overall engagement, CTOR shows how effective your content was once someone actually opened your message. It’s a great way to measure how your design, copy, and offer are working together.

Example:

You launch a teaser email for a new product, and 220 of the 1,000 people who open it click through to learn more. That’s a 22% CTOR, which signals that your content was engaging and the call-to-action hit the mark.

Tip:

Keep your email layout clean and focused. Use buttons or links that stand out, and place your main call-to-action where it’s easy to find. Clear messaging and strong visuals can make a big difference in encouraging clicks once the email is opened.

#9. Revenue per Email (RPE)

Revenue per email (RPE) tells you how much money each email you send brings in. It’s one of the clearest ways to tie your email efforts directly to sales. High RPE shows that your messaging and targeting are converting. But when you have low RPE, it may be time to tweak your offer or audience.

Example:

You send a limited-time offer to 8,000 subscribers and generate $3,200 in sales. That’s $0.40 in revenue per email, and a solid return that justifies scaling the campaign.

Tip:

Track RPE alongside open, click, and conversion rates to understand the whole picture. Focus on segments that consistently deliver higher returns, and experiment with email timing, content, and offers to improve results.

#10. Engagement Over Time

Engagement over time reveals how your audience responds to emails across days, weeks, or even entire campaigns. It shows you when people lose interest, and when they’re most likely to act. This metric is especially helpful for planning send times, frequency, and re-engagement efforts.

Example:

Your welcome series sees great results on emails 1 and 2, but click rates drop sharply after email 3. That’s a cue to shorten the series or adjust the content flow.

Tip:

Look for patterns in drop-offs and strong responses. If subscribers engage less after three emails a week, dial it back to two. Use engagement trends to create better timing and pacing across your campaigns.

Make Your Metrics Work for You

Ultimately, you don’t need to track every number under the sun, but you do need to track the right ones. The 10 email marketing metrics we discussed today will give you the insights to improve what’s working and fix what’s not. Whether you want more clicks, better conversions, or stronger ROI, it all starts with understanding your data.

So take what you’ve learned and apply it consistently. Set clear benchmarks, run A/B tests, and let the data guide steady improvements with each campaign. When you understand what your numbers are telling you, it becomes easier to make decisions that lead to better results.

If you’re ready to simplify how you track and improve your email campaigns, Nova Express can help you stay focused and move forward with confidence.

Maximize your email campaign ROI with Nova Express—track metrics and optimize effortlessly. Get started.