Top 10 email marketing KPIs & metrics in 2024 

Email marketing KPIs
Key Takeaways
  • Email Marketing KPIs, often called Key Performance Indicators, are a set of quantifiable metrics specifically tailored to measure the performance and effectiveness of email marketing campaigns.
  • Notable statistics: An average open rate of 22.86% and a CTR of 3.71% highlight the effectiveness of email campaigns.
  • The top 10 email marketing KPIs include open rate, CTR, conversion rate, bounce rate, list growth rate, unsubscribe rate, email sharing/forwarding rate, revenue per email, spam complaint rate, and list churn rate.
  • Measuring KPIs is a multi-step process that involves goal-setting, utilizing email marketing software, implementing UTM parameters, segmenting the email list, & many more.

In the ever-evolving digital marketing landscape, email marketing KPIs have emerged as the bedrock of success.   

According to recent data, email marketing campaigns deliver remarkable results, with an average open rate of 22.86% and a click-through rate (CTR) of 3.71%.   

As we turn our gaze to 2024, the role of email marketing in achieving business objectives has never been more pronounced.   

To unlock the full potential of email campaigns, it’s imperative to comprehend, measure, and optimize a select set of Key Performance Indicators (KPIs) and metrics.   

These metrics not only provide a compass for assessing the performance, engagement, and effectiveness of your email marketing endeavors but also play a crucial role in shaping their success.  

In this guide, we delve into the “Top 10 Email Marketing KPIs & Metrics in 2024,” unveiling the key measurements poised to continue driving the impressive results of email marketing. These statistics signify the enduring impact of email as a marketing tool. 

Meaning: Email marketing KPIs 

 email marketing KPIs

Email Marketing KPIs, often called Key Performance Indicators, are a set of quantifiable metrics specifically tailored to measure the performance and effectiveness of email marketing campaigns.   

These metrics serve as essential tools for evaluating the success of your email marketing efforts and gauging how well your emails are connecting with your target audience.   

KPIs for email marketing encompass a range of data points that offer valuable insights into various aspects of your campaigns.   

They help you assess engagement, conversion rates, and overall impact.  

Email marketing KPIs include parameters like open rate, click-through rate (CTR), conversion rate, bounce rate, list growth rate, unsubscribe rate, email sharing/forwarding rate, revenue per email, spam complaint rate, and list churn rate.   

These email metrics are pivotal in providing a comprehensive view of your email campaigns’ performance, from capturing recipient attention to driving desired actions.   

By diligently tracking and analyzing these KPIs, marketers can fine-tune their strategies, ensuring that email marketing remains a potent and ROI-driven channel in their overall marketing efforts. 

Additionally, incorporating an email verifier tool can enhance campaign efficiency by ensuring accurate data and minimizing bounce rates, further optimizing email marketing performance

Top 10 email marketing KPIs & metrics you need to track in 2024 

 email marketing KPIs metrics

In the dynamic digital marketing landscape, staying abreast of the most relevant email marketing KPIs (Key Performance Indicators) is paramount to success.   

These email marketing metrics serve as a compass for marketers, guiding them toward data-driven decision-making and optimization of their email campaigns.   

In 2024, the following key email marketing KPIs will play a crucial role: 

1. Open rate 

The open rate, a cornerstone of email marketing KPIs, is the percentage of recipients who open your emails.   

It plays a pivotal role in evaluating the initial engagement level of your email campaigns.   

A high open rate indicates that your subject lines are effective and your sender’s reputation is vital. It’s not only an essential email marketing metric but also a crucial starting point for capturing your audience’s attention.   

Monitoring open rates allows you to understand how well your emails entice recipients to take that first step in engaging with your content. 

2. Click-through rate (CTR) 

Among the most vital KPIs for email marketing, CTR measures the percentage of recipients who not only opened the email but also clicked on the links within it.   

A high CTR signifies your email content is compelling and your call-to-action is effective. CTR provides deeper insights into recipient engagement than the open rate alone.   

It helps you understand which specific elements of your email content are resonating with your subscribers, making it an essential email marketing metric for refining your email campaigns. 

3. Conversion rate 

The conversion rate, a critical email marketing KPI, indicates the percentage of recipients who take the desired action after clicking an email link.   

This action might include purchasing, signing up for a webinar, or filling out a contact form.   

The conversion rate directly measures the impact of your email campaigns on your bottom line, making it a key indicator of campaign success.   

By tracking this metric, you can gauge how effectively your emails drive your intended outcomes and adjust your strategies accordingly. 

4. Bounce rate 

Bounce rate is a pivotal email marketing metric that reflects the percentage of emails that couldn’t be delivered to the recipient’s inbox.   

High bounce rates can harm your sender’s reputation and email deliverability.   

This metric is crucial to monitor as it helps you maintain a clean email list and ensures your emails reach their intended recipients.   

By keeping your bounce rate low, you enhance the overall effectiveness of your email campaigns. 

5. List growth rate 

The list growth rate is one of the primary email marketing KPIs that measures how quickly your email list is expanding.  

A healthy list growth rate ensures a steady stream of potential customers and a growing audience to engage with.  

This KPI is essential for gauging the success of your acquisition strategies, as it indicates how well you are attracting new subscribers and expanding your reach. 

6. Unsubscribe rate 

Among the metrics for email marketing, the unsubscribe rate represents the percentage of recipients who opt out of your email list.   

Keeping this rate low is crucial for maintaining a healthy email list and audience engagement.   

Tracking this email metric is essential to ensure your content remains relevant and valuable to your subscribers.   

By reducing the unsubscribe rate, you can retain more of your audience and improve the overall performance of your email campaigns. 

7. Forwarding rate 

This email marketing metric counts the number of times your emails are shared or forwarded to others, reflecting the virality and content quality of your emails.  

A high sharing/forwarding rate can extend your email campaign’s reach and increase brand positioning.

It signifies that your content resonates with your audience to the extent that they feel compelled to share it with their networks.   

Monitoring this metric helps you understand how well your content connects with your audience and its potential to go viral. 

8. Revenue per email 

Revenue per email is a direct indicator of the financial impact of your email marketing efforts.   

It calculates the average revenue generated from each email sent, offering critical insights into the ROI of your campaigns.   

This critical marketing metric is vital for understanding how effectively your emails contribute to your business’s revenue.   

By optimizing your emails to increase revenue per email, you can ensure that your email campaigns are not only engaging but also driving tangible results for your organization. 

9. Spam complaint rate 

The spam complaint rate is a critical email marketing KPI that reflects the percentage of recipients marking your emails as spam.   

High spam complaint rates can harm your sender’s reputation, impacting email deliverability.   

Monitoring and addressing this metric is essential to maintain a positive sender reputation and ensure your emails reach the inbox.   

By minimizing spam complaints, you protect your email marketing efforts from potential deliverability issues and maintain a positive relationship with your subscribers. 

10. List churn rate 

List churn rate measures the rate subscribers leave your email list over time. A high churn rate can affect your subscriber retention and engagement levels.   

This email marketing metric helps you identify issues with content or engagement and take steps to improve your email marketing performance.   

By reducing list churn, you can retain more of your subscribers and enhance the long-term success of your email campaigns.   

It’s an essential KPI for ensuring your email list remains vibrant and engaged.   

7 importance of email marketing KPIs 

Importance of  email marketing KPIs

1. Optimizing campaign performance  

Email marketing KPIs, often crucial email marketing metrics, are essential tools for optimizing campaign performance.   

These metrics, such as open rate, click-through rate (CTR), conversion rate, and revenue per email, provide actionable data insights.   

Marketers can use this data to understand what aspects of their campaigns work effectively and what needs improvement.   

With email metrics, they can fine-tune email content, design, and targeting strategies to enhance engagement and boost conversion rates, ensuring that email campaigns deliver the desired results. 

2. Maximizing ROI  

Email marketing KPIs are instrumental in maximizing the return on investment (ROI) of your email marketing efforts.   

Metrics like conversion rate and revenue per email offer a direct link between email campaign and financial outcomes.   

Tracking these key email marketing metrics enables businesses to allocate resources to strategies that yield the highest ROI, thus ensuring that their email marketing investments are practical and efficient. 

3. Enhancing audience engagement  

The most essential email marketing metrics, including open rate and CTR, directly measure audience engagement with email content.  

These email metrics are indicative of how well recipients are responding to your emails.   

A high open rate signifies that your subject lines and sender reputation effectively capture recipient attention, while a high CTR demonstrates that your email content is compelling.   

Monitoring these KPIs helps marketers create more engaging and interactive email communications that resonate with their audience. 

4. Improving list quality  

Email marketing KPIs such as bounce rate, unsubscribe rate, and list churn rate are vital for assessing and improving list quality.   

Maintaining a clean and engaged email list is a fundamental requirement for successful campaigns.   

Monitoring these email marketing metrics helps identify and address issues related to list hygiene, ensuring that your emails are delivered to the right audience and that your sender’s reputation remains intact. 

5. Driving personalization  

Email marketing KPIs empower personalization. By tracking key email marketing metrics, marketers can gain insights into recipient behavior and preferences.   

Metrics like open rate, click behavior, and email sharing/forwarding rate help segment the audience based on their interactions and preferences.   

This segmentation, in turn, enables the delivery of highly personalized and relevant content to different subsets of your email list, resulting in increased engagement and conversions. 

6. Monitoring email deliverability  

Ensuring that your emails are delivered to the recipient’s inbox rather than their spam folder is crucial for email marketing success.   

KPIs like spam complaint rate, open rate, and bounce rate are instrumental in evaluating the health of your sender’s reputation and email deliverability.   

By monitoring these email metrics, you can proactively address any issues that might harm your email deliverability, ensuring that your emails consistently reach their intended recipients’ inboxes. 

7. Data-driven decision making  

Email marketing KPIs enable data-driven decision-making. By utilizing email marketing analytics and key email marketing metrics, marketers can access actionable insights into campaign performance.   

These insights help make informed decisions about email content, timing, segmentation, and other elements of email marketing strategy.   

By leveraging these metrics, marketers can continually refine their approach, adapt to changing circumstances, and improve email marketing performance. 

How to measure email marketing KPIs 

measure email marketing KPIs

Measuring email marketing KPIs is an essential part of optimizing your email campaigns and gauging their effectiveness.  

Here’s a step-by-step guide on how to measure email marketing KPIs effectively: 

1. Identify your key email marketing metrics  

To effectively measure email marketing KPIs, it’s imperative to start by identifying the specific key email marketing metrics that are most relevant to your campaign objectives.   

These email marketing KPIs, often called key email marketing metrics, serve as the foundation for your performance analysis.   

Among the most crucial email marketing KPIs are the open rate, click-through rate (CTR), conversion rate, bounce rate, and others.   

These metrics should align closely with your campaign goals.   

By defining these key email marketing metrics upfront, you ensure that your measurement efforts are focused on what matters most to your campaign’s success. 

2. Utilize email marketing software  

Investing in advanced email marketing software is indispensable when measuring email marketing KPIs efficiently.   

These platforms offer a comprehensive suite of analytics and reporting tools that enable you to monitor your email campaigns in real time.   

With email marketing software, you can track key email marketing metrics such as open rates, CTR, and conversion rates, providing you with accurate and up-to-date insights into your email marketing performance.   

This not only streamlines the measurement process but also allows for more in-depth analysis, helping you understand how various elements impact your email marketing KPIs. 

3. Implement UTM parameters  

UTM parameters play a critical role in tracking and measuring email marketing KPIs, particularly when it comes to understanding the full journey of your recipients.   

By adding UTM parameters to your email links, you can monitor recipient interactions beyond the initial click.   

This is especially vital for comprehensively tracking the conversion path, which is one of the key email marketing metrics.   

UTM parameters provide detailed data on where recipients go after clicking your links, the pages they visit, and how long it takes to convert, offering invaluable insights into the effectiveness of your email campaigns in achieving your objectives. 

4. Segment your email list  

Segmenting your email list is a powerful strategy for measuring email marketing KPIs effectively.   

It involves dividing your subscriber list into groups based on specific criteria, such as demographics, behavior, or engagement level.   

This segmentation enables you to analyze the performance of different segments separately, providing a deeper understanding of how your campaigns resonate with varying audience subsets.   

For instance, you can compare open rates, click-through rates, and conversion rates for various segments, helping you tailor your content and strategy to enhance the key email marketing metrics that matter most to each group. 

5.A/B testing  

A/B testing, also known as split testing, is a fundamental practice in email marketing for improving key email marketing metrics.   

It involves creating multiple versions of an email with variations in elements such as subject lines, email content or calls to action.   

By sending these variations to different groups of recipients and analyzing the performance of each, you can identify which elements have the most significant impact on email marketing KPIs, like open rates, CTR, and conversion rates.   

A/B testing provides empirical data to guide your email marketing decisions and refine your campaigns to achieve the desired results. 

6. Set clear goals and benchmarks  

Measuring email marketing KPIs effectively starts with setting clear goals and benchmarks for each email campaign.   

These goals should be specific, measurable, and aligned with your marketing objectives.   

By defining what you aim to achieve with each email, you can establish benchmarks for key email marketing metrics like open rates, CTR, and conversion rates.   

Benchmarks serve as a reference point, helping you evaluate your performance against predefined standards.   

For instance, if your goal is to achieve a 10% CTR, having this benchmark in place allows you to assess whether your email marketing KPIs meet your expectations. 

7. Regularly review reports  

Regularly reviewing the reports generated by your email marketing software is an essential part of measuring email marketing KPIs.   

These reports offer a comprehensive overview of your email campaigns’ performance, focusing on key email marketing metrics such as open rates, CTR, and conversion rates.   

By comparing these metrics with the benchmarks you’ve established, you can assess the impact of your email campaigns and identify areas for improvement.   

These reports provide real-time insights, allowing you to make data-driven decisions and optimize your email marketing strategy based on the most essential email marketing metrics for your campaigns. 

8. Track conversion path  

For email campaigns designed to drive conversions, tracking the entire conversion path is vital for measuring email marketing KPIs accurately.   

The conversion path encompasses the journey from the initial email click to the final conversion action, including the specific pages visited and the time taken to complete the conversion.   

Measuring this path offers a granular understanding of how recipients interact with your emails and website, allowing you to optimize key email marketing metrics like conversion rates.   

Detailed tracking of the conversion path is essential for identifying any bottlenecks or areas for improvement in the conversion process. 

9. Email marketing analytics  

Leveraging the robust analytical capabilities of your email marketing platform is crucial for measuring email marketing KPIs effectively.   

These analytics provide in-depth insights into recipient behavior, engagement trends, and the impact of various email elements on key email marketing metrics.   

By delving into the data, you can gain a more profound understanding of how your email campaigns perform and how they influence the most critical email marketing metrics.   

Email marketing analytics enable you to uncover valuable insights that guide your decision-making, inform your strategy adjustments, and ultimately enhance the performance of your email marketing campaigns. 

10.Continuous improvement 

Measuring email marketing KPIs is an ongoing process that requires a commitment to continuous improvement.  

Use the data collected from your analysis to make informed decisions and refine your email campaigns.  

Test different strategies, content variations, and send times to improve your email marketing performance based on the most important email marketing metrics for your specific goals.  

Continuously iterate on your email marketing strategy to ensure that it remains effective, engaging, and aligned with your overall objectives.  

By continuously optimizing based on the key email marketing metrics, you can achieve better results and long-term success in your email marketing efforts. 


As we conclude our exploration of the “Top 10 Email Marketing KPIs & Metrics in 2024,” it is abundantly clear that email marketing KPIs remain the linchpin of contemporary marketing strategies.  

These key metrics offer profound insights into the effectiveness of your email campaigns.  

By consistently measuring, analyzing, and optimizing these email marketing KPIs, businesses can refine their strategies to harmonize with their objectives and engage their audience effectively.  

In 2024 and beyond, data-driven decision-making and the evolution of email marketing technology will continue to shape the success of email campaigns.   

Keeping a vigilant eye on these top email marketing KPIs and metrics is not merely a choice; it is the blueprint for ensuring that email marketing remains a powerful and enduring tool in the digital marketer’s arsenal. 

About the Author

Riyanshi Chaplot

Riyanshi is an enthusiastic content creator and SEO strategist at Salesmate who curates information on marketing, sales, and customer experience. She loves to explore new places and meet new people when she is not working.

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