Demystifying Data: A Guide to Email Marketing Analytics for Measurement and Improvement

By Charles O

This is Matthew's blog, and I cover tech and digital marketing.

3 minutes read

In the data-driven world of email marketing, analytics are the compass guiding you towards success. By tracking key metrics and analyzing campaign performance, you can identify what’s working and what’s not, and make informed decisions to optimize your email marketing efforts. Here’s your roadmap to navigate the world of email marketing analytics and transform data into actionable insights:

Essential Metrics to Track

  • Delivery Rate: This metric measures the percentage of emails successfully delivered to recipient inboxes, excluding bounces.
  • Open Rate: Indicates the percentage of subscribers who open your email. A healthy open rate typically falls between 20 and 40%.
  • Click-Through Rate (CTR): Measures the percentage of subscribers who click on a link within your email. Average CTRs vary by industry, but generally aim for 2–5%.
  • Conversion Rate: The ultimate metric, signifying the percentage of subscribers who take a desired action after clicking a link in your email, such as making a purchase or signing up for a free trial. Conversion rates are highly dependent on campaign goals.
  • Bounce Rate: It tracks the percentage of emails that are undeliverable due to invalid email addresses, full inboxes, or server issues. A low bounce rate (below 2%) indicates a clean email list.
  • Unsubscribe Rate: This metric measures the percentage of subscribers who unsubscribe from your email list after receiving a campaign. A low unsubscribe rate (around 0.5%) suggests valuable content and targeted campaigns.

Beyond the Basics: Advanced Email Marketing Metrics

  • Click-to-Open Rate (CTOR): divides the number of clicks by the number of email opens, offering a deeper insight into engagement among those who opened your email.
  • List Growth Rate: This feature tracks the rate at which your email list is growing, indicating the effectiveness of your opt-in strategies.
  • Forwarding Rate: This parameter measures the percentage of subscribers who forward your email to others, indicating valuable and shareable content.
  • Spam Complaint Rate: This metric tracks the percentage of subscribers who mark your email as spam. A high spam complaint rate suggests issues with content relevance or sending frequency.

Analyzing your data

  • Benchmarking for Improvement: To identify areas for improvement, compare your email marketing metrics to industry benchmarks.
  • Segmentation Insights: Analyze campaign performance across different subscriber segments to understand what resonates with each group.
  • A/B Testing: Test different subject lines, email content variations, and CTAs to see what drives higher open rates, click-through rates, and conversions.

Email marketing analytics tools

Most email marketing platforms offer built-in analytics dashboards that provide insights into campaign performance. Here are some popular options:

  • Mailchimp: Offers comprehensive analytics reports with breakdowns by open rates, click-through rates, and other key metrics.
  • Constant Contact: Constant Contact offers basic analytics reporting on open rates, click-through rates, and social sharing data.
  • Klaviyo: Klaviyo is a powerful platform that offers advanced analytics features, such as heatmaps that visualize where subscribers click within your emails and subscriber journey reports that track subscriber behavior across various touchpoints.

Taking Action with Insights

Don’t let your data gather dust. Leverage your email marketing analytics to:

  • Refine your segmentation strategies: Tailor your email content and offer to resonate with specific subscriber segments based on their behavior and preferences.
  • Optimize Email Design: Determine which CTAs, subject lines, and design elements drive the most clicks and conversions, and optimize your email design accordingly.
  • Improve Sending Times: Based on your audience’s behavior, identify the ideal days and times to send emails for maximum open rates.


Email marketing analytics empower you to move beyond guesswork and make data-driven decisions. By tracking key metrics, analyzing campaign performance, and taking action based on your insights, you can continuously optimize your email marketing efforts, maximize engagement, and ultimately achieve your marketing goals.

In the world of email marketing, remember that data is knowledge, and knowledge is power. So, leverage your email marketing analytics to unlock your campaign’s true potential!

About the author

I’m Matthew, and I write about digital marketing and technology on this blog. A digital marketer and entrepreneur, assisting people and companies in building successful online brands.

My vision is to help brands reach their full potential through strategic digital marketing.