5 Top Email Marketing Metrics (definitions and average rates)

Top 5 Email Marketing MetricsThere are a number of metrics in email marketing, including open rates, click rates, bounce rates, and unsubscribe rates.

If you don’t know where you stand with these metrics, you’re kind of flying blind. There’s no real way to tell if the strategies you’re using are working. If they’re producing results.

Well, research marketing company, Epsilon, conducted research based on 8.7 billion emails of 140 clients to determine what the average rates are for the top email marketing metrics.

The study spanned the beginning of 2013 to the beginning of 2015.

So, let’s look at the five top essentials:

Delivery rate (non-bounce rate)

This is the percentage of your emails that actually make it to your subscribers’ inbox. And, it’s the most important metric. The reason is because if your emails aren’t received, it’s a give-in that they’re not being opened.

Over the span of the research, the average Delivery Rate has been around 97 percent.

Open rate

After the Delivery Rate, the open rate is the next most important metric. These are the emails that have made it to the inbox and have actually been opened.

Sometimes the day or time of day may be putting a damper on opens. Sometimes it may be the title of your email. Test. Test. Test.

This average rate had been around 32 percent.

Click-through rate

This is your third most important metric. The purpose of the email is to get your subscribers to click on the links you include in the email. Links may be to your landing page, opt-in page, sales page, or other.

Once your email is opened, if the subscriber doesn’t click on any of your links (takes NO action), the email is useless. You may be providing some helpful information, but that’s it. It’s not motivating the reader to take a desired action.

This average has been around 3.9 percent.

Conversion rate

The conversion rate is the number of subscribers who have ‘clicked’ on your link and followed through by taking a desired action, such as registering for a workshop, buying a product, or downloading a freebie from your website.

So, say 100 of your contacts clicked on your link and 10 of those took the desired action. You have a 10% conversion rate.

The average for this rate has been around 2-5 percent.

Unsubscribe rate

The unsubscribe rate is the percent of subscribers who decide, for one reason or another, to stop subscribing to your mailing list.

This is another important element because if people are unsubscribing you’ll want to know why. It may be your promo promises aren’t being fulfilled. It may be your freebie isn’t relevant to your email topic. Or, it may be you’re not providing valuable enough information. If you’re number is high, you’ll want to find out why.

The average rate for this has been around 0.20 percent.

Summing it Up

As with all your marketing strategies, you must keep an eye on results. You need to know if the strategies you’re using are working, if they’re ultimately increasing conversion. For email marketing, the service provider you use will provide must-know analytics to keep you moving forward. Be sure to check them at least once a week.



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This article was originally published by Karen Cioffi at: