What is the most important KPI for email marketing?


Email marketing is quite an operative and cost-effective digital marketing approach. Though, gauging the achievement of an email marketing drive could be an unnerving job, particularly with so numerous metrics to reflect. From open rates to click-through rates, it can be problematic to control those that are quite significant. In this post, we will reveal the greatest vital KPI (Key Performance Indicator) for email marketing and explicate why it is vital for the success of your campaigns. 

To stand out from the crowd in every inbox is the foremost goal of every marketer. Email marketing continues to be the best ROI-boosting platform. It is important for a campaign to succeed on different parameters. Various KPIs indicate the presentation level for subscribers to respond. Through 2023, new channels have emerged to increase noticeability and traction with recipients.

Marketers predominantly focus on click-through rate, email open rate, clicks by links/URL conversion rate, and CTOR. These primary KPIs can be supplemented with a few more performance pointers to surge a campaign’s message. They will unquestionably make a distinction in the manner in which your client communicates with their clients.

What sets a key performance indicator (KPI) different from a metric?

KPIs are a representation of how well you’re doing about your strategic objectives. You will be able to retain responsibility, foster motivation, and make well-informed strategic choices for your business if you periodically update and evaluate this representation. This will guarantee that your organization continues to make progress toward its objectives. When we talk about objectives, we’re referring to certain business outcomes, like the amount of money we want to make each quarter or the number of new clients we want each month.

The key performance indicators (KPIs) are supported by metrics, which are representations of the tactical processes or activities required to accomplish the KPIs. Metrics are used to monitor and quantify performance in comparison to objectives. The metrics serve as a compass, pointing us in the proper direction and enabling us to make necessary course adjustments if we stray from the path. For certain activities such as downloading the monthly brochure or visiting the shop, for example.

The majority of marketers will only measure between three and five key performance indicators (KPIs), but there are many more to consider. These key performance indicators (KPIs) were chosen with great care, and they serve as a compass to point marketers in the direction of the most effective activities that will generate growth and offer quantifiable outcomes. However, before you can begin monitoring, you need to be aware of what it is that you are measuring.

Even while increasing sales is probably the end aim of your email marketing efforts, not all email marketing campaigns are focused on that. You may, for instance, have additional objectives, such as:

  • Re-engagement 
  • Making a name for one’s product or service
  • Education (such as a website or an electronic book), etc.
  • increasing the size of another email list
  • gathering extra information on registered users

A brief preview of the secondary KPIs

Releasing emails is a complex process even if it is valued as the cheapest for every firm. Understanding how to deliver suitable content as well as to connect with the subscribers is best done by juggling primary and secondary KPIs. It is the finest platform to make larger revenue, increase sales and the B2B customer base at a moderate cost. 

Secondary list to boost engagement rates

  • Spam Complaint Rate
  • Subscriber acquisition cost (SAC)
  • Revenue per subscriber
  • Subscriber lifetime values
  • Email forwards and sharing
  • Sending time of the day and week
  • HTML Vs. Text emails
  • Mobile Vs. Desktop
  • ROIs 

Spam compliant Rate

Many recipients get corporate messages in the spam folder. For them, it is a red flag. It should also be for you. Monitor this KPI and the number of people reporting your message as spam. Just for your information, a complaint rate of 0.1% is okay. If it reaches 0.5% it can be detrimental for your client. The people who get these emails are not happy with the content, its frequency, or its timing. Make improvements in the right direction. 

Subscriber Acquisition Cost (SAC)

Have you ever tried to figure out how much it costs to get a new subscriber? A better understanding will impact your budget for future campaigns or communication messages. It will also help in calculating the ROI more accurately.

To do the calculation you can follow the below formula:

SAC = Total sales + Advertising expense * by X the number of fresh subscribers

Returns each subscriber (RPS)

In case you use B2B clients with email campaigns this is an essential measure to monitor. It will tell how much profit a single subscriber will get you. Track your growth rate and check the competition by applying this simple formula.

RPS = Revenue for email list divided by the total number of subscribers x 100

This formula works when the message directs each person to the CTA. You could highlight the advantage (to the user) to click the landing page of a website. They will convert into customers eventually. 

Subscriber lifetime values

Some customers are loyal if your brand offers quality, consistency, and updated information. They increase lifetime values. These are people spending more time on the mailing list. The longer they take to not to subscribe the best values are available. 

How can we calculate key metrics?

SLV = Revenue for each subscriber x this number with the number of months where the subscriber spends on the list. 

The finest method to keep them for a longer period is to keep them engaged with interesting content. They will be happy with personalized email marketing messages. Instead of writing ‘Dear Subscriber’, opt for ‘Dear Malishka’ or the name. Addressing by the name gives. Great user experience. They value the loyalty program as part of their journey. 

Email forwards and sharing

Good content always gets viral in no time and is already proven with social media platforms. The same goes for email advertising. Checking the above key metric gives you a chance to know if the message is being shared with other people. It brings visibility and if the message is emotional as well as connects hearts, you are succeeded. 

Sending time of day and week

It is one thing to say, ‘Let sleeping dogs lie.’ But when you want to ‘wake up’ your subscribers with something new or a launch, event, or message then what do you do? Sending the message at the right time of the day of the week is critical. No one will check the message on a Sunday afternoon. 

Get the hint? The opening rate depends on timing and action taken. 

HTML Vs Text emails

As a marketer, you will need to know which emails are being enjoyed by the recipient. What appeals more, give it to them? After all, listening to the consumer/ B2B client will add value to the communication.  

Mobile Vs Desktop

There is a very strong reason to develop an aptitude for this KPI. Soon it may even become the primary one for digital marketing teams. Designing emails for mobile and desktops is different. If more people check smartphones your template should be suitable for it. 


This is the Holy Grail everyone wants at the end of the day. ROIs are dependent on your top-performing KPIs. When you realize which campaigns are more acceptable and open, why experiment? After all, you will need to know where your money is going. A critical contemplation is essential to examine why your email marketing ROI is not expanding the way it should after a campaign has concluded. What has gone amiss? Lost in the quagmire of attracting attention through various online channels, you may have overlooked several issues that divert the customer. 

This brings us to the crucial point of how to make changes for the revenue to rise as email marketing remains the most effective method to get conversions. It is especially true for the B2B subscribers you cater to.

  • Learn more and identify customers’ interests to fulfill their demands.
  • When there is a promising hint that the sale is likely to close.
  • Spreading the word about the business and how it will enable the prospect to order products.

These are encouraging reasons B2B marketers connect with prospects who evoke business interest through email communications. Bookmark this feature to know which KPI will be quite significant for you. 

1. Click through Rate

The Click-Through-Rate (CTR), a significant Key Performance Indicator (KPI) in Search Engine Optimization (SEO) and other marketing channels such as Email, serves as a metric to assess the proportion of link clicks relative to the number of exposures or views the link has generated.

Although ranking position is the most important factor in determining Click through Rate, other factors, including the title tag, description, URL, and the presence of Rich Snippets for a specific result, all play a role. CTRs have been on a declining trend for some time now, and other factors that have contributed to this trend include the proliferation of ad-blocking software and the overall saturation of internet material. To overcome this, marketers and advertisers have been forced to continually change their methods, with a primary emphasis placed on the creation of content that is both more tailored and more interesting for the user.

Users are unable to access the content of your website if your Click through Rate is poor. This is because Google determined that your result was irrelevant and demoted it in the results due to this analysis. Digital marketers may use click-through rates to assess the effectiveness of a range of online marketing efforts with the use of this metric. It may be applied to several platforms, including display adverts, sponsored search, and email advertising, among others.

2. Conversion Rate

Conversion is a crucial factor for achieving success in any online business, irrespective of one’s proficiency in online marketing or possession of an exceptional and flawlessly designed website or online store, or even the ability to attract high-quality and relevant traffic. Without the ability to convert visitors into customers, all of these above aspects hold no value. There is no need for the use of a conversion rate calculator. To compute this metric, one must divide the aggregate number of conversions by the overall count of website visits.

Conversion rates are variable it all depends on the sector and the kind of transaction that has been conducted. You can read about the typical rates of conversion experienced by various platforms, including Google Search, Display, Shopping, Facebook, and more. To surge your conversion rate, you must first analyze the analytics of the website and locate any possible bottlenecks or places that might need improvement. 

Think about things like how quickly your pages load, how the user interacts with the website, and the way they clear your call-to-action buttons. In addition, it is vital to optimize your website for mobile devices as a truth that an increasing number of customers are shopping and doing other activities on their smartphones. Software testing is another powerful tactic that could be utilized in your marketing campaign. By using this method, you can evaluate many variations of a landing page or product description to see which one has the best proportion of customer conversion.

3. Clicks by link/URL

Affiliate marketing is one of the most dependable methods for making money with blogs and other online presences that do not entail operating your own eCommerce business. When you send customers to a company that participates in an affiliate program, you have the opportunity to earn a commission on any sales that result from your efforts. It’s comparable to selling advertising on a commission basis. Tracking clicks also enables you to improve your marketing methods, hone your message, and concentrate on providing your audience with information that captivates them.

Because you get compensated on a per-customer basis, it is essential that you could track not just amount of individuals that end up purchasing via your affiliate link.

These are clicks on a link that have not been made before, either inside a single email or over many emails. Aliases or UTM parameters are used sometimes to keep track of them.

In addition to this, it is vital to be alert to the links that users click upon. On the surface, a high CTR might seem appealing, but the best part is if all of those clicks are going to the button to unsubscribe. Or, the consumers may be hitting a link that’s located earlier in the email, rather than the primary CTA on which the campaign is based. You could control what is attracting people’s attention and ensure the flow of your email is operating as you expected by tracking the links which are clicked on. Tracking clicks also enables you to enhance your advertising methods, hone your message, and concentrate on providing your users with information that captivates them.

There is a wide variety of variety when it comes to the sorts of link click monitoring. 

  • Follow a user’s clicks from a social post to a certain landing page. 
  • Clicks via your email marketing campaign that lead to your website 
  • On the website, click on the link that takes you to your price page, for instance.

On a website, the interaction that occurs most often is usually the clicking of links. Because of the proliferation of websites that support lengthy scrolling, users have become used to scrolling vertically to access more material. In addition, visiting links on other channels that lead to a website is an important part of the measurement process for engagement.

4. Email open rate

It is impossible to exaggerate how important it is to have a high email open rate. They are important statistics that you may use to determine how successful your email marketing plan is. Deliverability of email is a complicated process, and there is not always a simple method to determine how well your campaigns are working or how to improve them. It’s important to be familiar with email marketing benchmarks to evaluate how well your present campaign is doing and accurately predict its outcomes. 

Your subscribers are truly interested in what you have to say if you have a high open rate. This suggests that your subject lines are intriguing, that your sender’s name is trustworthy, and that your subscribers trust your name. On the other side, if your email messages have a poor open rate, it might mean that recipients are ignoring them, deleting them, or marking them as spam. Because they let you make decisions based on concrete facts, metrics are an essential component of every company plan. Metrics are an important feature of any business strategy.

Not only does having a high email open rate enhance the exposure of your business, but it also raises the possibility of making transactions. Your receivers are actively engaged with your content and taking the first step toward completing a purchase or taking the required action when they read your emails.

5. Click-to-open rate (CTOR)

The click-to-open rate differs from the click-through rate in that it measures the number of clicks relative to the total number of openings. The click-to-open rate differs from the click-through rate in that it measures the number of clicks relative to the total number of openings (rather than the total number of emails sent). Because these clicks are just from those who saw your email, this provides you with a better indication of how well your audience connected with the style and message of your email. On the other side, engagement rates that are low or bounce rates that are high might be an indication that your design or message needs additional improvement. You can consistently improve your design and message by utilizing this data and feedback as a barometer. This will allow you to better resonate with your audience, which will get you closer to achieving the objectives you have set for yourself.

If the CTOR is high, this suggests that the receivers of the email found the content to be meaningful, and it also effectively pushed them to interact further. Monitoring the CTOR is very important for organizations and marketers because it enables them to determine the success of their email marketing campaigns, improve their content strategies, and optimize their future marketing efforts to generate more engagement and conversions. Combining open rate and click-through rate into a single statistic, CTOR provides you with a comprehensive insight into how well your campaign is doing without needing an excessive amount of study on your part. It also helps distinguish the success of your in-email content from other elements that may otherwise color those numbers. Some examples of such factors are you’re “From” name and subject line.

Bottom Line

What’s the takeaway here? KPIs may either be monetary or non-monetary. Think carefully about the metrics you wish to follow, and make it a priority to safeguard that you could precisely assess the success of each email, and overall state of your email list, and your Power BI development toward your ultimate objectives. You will be on your method to more successful email marketing if you can identify each of those factors.