Econsultancy’s Email Marketing Best Practice Guide observes that email is the “unsung hero of digital marketing”. Far from dying out over the years (as has often been predicted), it continues to consistently drive high levels of traffic and conversion. 

In Econsultancy’s 2019 Email Marketing Industry Census, client-side marketers rated email as the number one digital channel for return on investment (ROI), with 73% of respondents rating email as ‘excellent’ or ‘good’.

But just how do you measure the performance of your email marketing campaigns? What metrics should you be tracking? If you’ve been running various campaigns with different content, subject line variations and goals, how do you know which ones are most effective?

In this piece, we’ll outline 14 key performance indicators (KPIs) for email marketing that you can use to track performance. Each of them will give you some indication of how effective email is for your business as a marketing channel.

Not all of them need to be tracked constantly, or will be relevant for your business, depending on what you aim to achieve with email. However, they should give you a steer as to where and how you can start measuring email marketing and what you need to look for.