By mastering these fundamental email marketing metrics, you're laying the groundwork for, what we like to call, "expert analysis."
Essentially, these data points are the bare minimum of what you need to look at regularly in order to judge your campaign's success (or failure, in some cases).
Consider these metrics as your email marketing first aid kit. First, we're going to explain what each metric means, and then, we'll teach you how to calculate each metric. Though many email marketing software systems spit out these metrics when you ask them to, we find it's nice to know how they came up with those numbers.
After reading our list, what are your basic email marketing metrics that you just can't live without reviewing?
Email List Size
What does it mean?
Email list size is, well, what it sounds like: the total number of subscribers to your email list. Generally, it shows how far your reach is for this specific channel.
How do I calculate it?
• The total number of email subscribers you currently have
• The number of email subscribers you have for each email you offer
Open Rate
What does it mean?
How many email subscribers open your email.
How do I calculate it?
Take the number of opens and divide by the total number of emails sent (your email list size). This is your open rate or percentage. If your open rate at least 60%, then it shows you need to improve your email campaign.
Click-through (or Click) Rate
What does it mean?
How many of your email subscribers click on any link that's contained within your email. These links may include links to articles, blogs, main website, directed landing page, social media and email account settings.
How do I calculate it?
Divide the total number of email subscribers by the total number clicks (regardless of which link). For bonus points, you can figure out what your clickthrough rate is for each individual link you have in your email.
Open to Click-through Percentage
What does it mean?
How many email subscribers first opened your email and then clicked on any one of your links. A higher open to clickthrough percentage means that your email subscribers liked what they saw and acted on your call-to-action.
How do I calculate it?
Take the total number of opens and divide by the total number of clicks. This is your click to open rate.
