Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close
5 Most Important Email Marketing Metrics Blog Feature

Liz Moorehead

Editor-in-Chief, Speaker, Host of 'Content Lab' Podcast

January 7th, 2015 min read

There are many reasons why email is such an effective marketing channel. For one, email is customizable. You can easily tailor your emails to a buyer persona. Also, email is focused because it gives you a chance to speak directly to your contact at a time that is convenient for them.

Lastly, email is action oriented.  You can use it to direct traffic to your website and ultimately drive sales.

But how do you know if your email campaign is effective? It's an important question, and there is no single answer. So, here are five most important email marketing metrics that should be monitored closely by results-driven marketers who want to make sure their efforts are moving the needle.

Deliverability Rate

The first metric to consider when evaluating the effectiveness of your email marketing is the deliverability rate. The deliverability rate is the number of emails accepted by the recipient’s server. You can reduce the number of spam complaints and subscription cancellations by updating your email list and deleting any addresses that bounce or are invalid.  

The goal is to grow your email list. If you are seeing a high number of unsubscribe requests, you might need to consider taking a deeper look into the content that is in your email messages, the frequency with which you are sending email messages out, and the subscribers to whom you are sending your emails

Open Rate

The email open rate is the best metric to tell you how effective your subject line is. Open rate is a metric that should be constantly monitored and improved upon.  This is because you are able to use A/B testing in order to assess your subject lines against one another. Soon, you will be able to create your own formula for writing effective email subject lines that have a high open rate.

Click-Through Rate

It isn’t good enough for your leads to simply open your emails. They must want to click on the call to action or respond to your offer. One thing you can do that will help your click through rate is to segment your email list. Doing so you will allow you to craft more targeted emails, and help you to deliver those emails to a more specific audience thus increasing click through rate.

Find out the best tips on growing your email list, improving your open rates, and sending emails people want to read.

Download for Free Now!

Conversion Rate

The conversion rate looks at how many people have downloaded your offer. It is the metric that matters most when looking at email marketing success. Compare the conversion rate to the overall open rate of your email campaign. To get a percentage, divide your open rate by the competed call to action rate, then multiply by 100.

Ex: Open Rate= 600

Completed Call to Action Rate: 29

25/600=.0416

.0416*100= 4.16 percent

To determine a good conversion rate for your business, check out MailChimp.com. You can examine the average email open, click through, bounce, and unsubscribe rates by industry or company size.

Social Sharing Rate

Fundamentally, social sharing is the sending of pictures, videos, product recommendations, or website links to the friends on your social media accounts. Social sharing is represented as small buttons on your website or email that your customers can click on to share their excitement about a deal or product.

Your social sharing rate increases your odds of acquiring new leads, or customers. While you do not necessarily have to include social share buttons in every email you send, you may want to increase your social sharing rate by occasionally including them at the bottom of your email.

Final Thought

Investing in a marketing automation program like Hubspot or Marketo is a good way to help manage and keep track of all of your email metrics. 

Why is email marketing so important? You don’t want to be wasting your time and money on email campaigns that suck. It is easy to track emails to better understand your email subscribers.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE