Are your emails making noise or making bank? The key email metrics you should track.
Email marketing gets a bad rap. With inboxes overflowing, many small business owners hesitate to hit "send" for fear of adding to the noise. But here’s the truth: email marketing works—when it’s done right. The key? Tracking the right metrics so your emails stay engaging, effective, and profitable.
1. Open rate: Are people even opening your emails?
Your open rate tells you if your subject lines are pulling their weight. A low open rate could mean:
Your subject lines need a revamp.
Your emails are landing in junk folders.
How to fix it: Test different subject lines, personalise them, and make sure your emails aren’t triggering spam filters.
2. Click rate: Are they engaging with your content?
Once they open your email, are they actually engaging with it? The click rate measures how many recipients click on links in your email. A low click rate means:
Your content isn’t engaging enough.
Your call-to-action (CTA) isn’t strong.
How to fix it: Use clear, compelling CTAs and ensure your email design makes it easy to click through.
3. Conversion rate: Are your emails driving sales?
The ultimate goal: Did they buy? Your conversion rate measures how many people take action after clicking through. If people are clicking but not converting, something’s off. It could be:
Your offer isn’t clear.
Your landing page isn’t optimised.
How to fix it: Ensure a seamless transition from email to website. Make your offer compelling and your checkout process smooth.
4. Revenue per recipient: Are you making money?
For every person on your email list, how much revenue are you generating? This is your revenue per recipient—a key metric that tells you if your emails are making money or just taking up inbox space.
How to fix it: Focus on segmentation and targeted offers. The more personalised your emails, the higher the revenue per recipient.
5. Unsubscribe & spam rates: Are you annoying your audience?
If people are unsubscribing or marking your emails as spam, it’s a red flag. It means:
They’re bored.
You’re sending irrelevant or too many emails.
How to fix it: Keep your content valuable, relevant, and engaging. Send emails your audience actually wants to read.
Track, tweak, and improve
Email marketing isn’t just about sending messages into the void. By tracking these key metrics, you’ll know exactly what’s working—and what needs to change.
Want help crafting emails that convert?