Tracking the right metrics helps you understand performance and identify improvement opportunities.

Key Email Metrics

Open Rate

Percentage who opened your email. Affected by subject line and sender reputation. Note: Apple Mail Privacy Protection has made this less reliable since 2021.

Click Rate

Percentage who clicked a link. More reliable than open rate for measuring engagement.

Conversion Rate

Percentage who completed desired action (purchase, sign-up, etc.). The ultimate measure of email effectiveness.

Revenue Per Email

Total revenue divided by emails delivered. Helps compare campaign profitability.

Unsubscribe Rate

Should stay below 0.5%. Higher rates signal content or frequency issues.

Bounce Rate

Hard bounces (invalid addresses) should stay below 2%. Clean your list regularly.

Benchmarks

Industry averages vary, but general ecommerce benchmarks:

  • Open rate: 15-25%
  • Click rate: 2-5%
  • Conversion rate: 1-5%
  • Unsubscribe rate: below 0.5%

We provide regular reporting with context on what the numbers mean for your business.