Email Marketing Performance Metrics

Chapter 2 of Setting Goals and Measuring Performance in Email Marketing

Selecting appropriate metrics and KPIs is an important step in effectively setting up email campaigns. This chapter outlines different types of metrics and provides guidance on making the right selections.

By Kath Pay

14 minute read

When selecting metrics or key performance indicators (KPIs) for an email campaign, there is no one-size-fits-all approach. Marketers should select measures that map to campaign objectives. This chapter covers:

Email metrics: With four types available – covering email activity, inbox performance, business performance or specific objectives – what are the most common metrics and uses within each category?
Beyond the campaign: Omnichannel marketing means that email campaigns can have an impact beyond the immediate conversion goal. Which metrics can determine whether email campaigns are helping to achieve broader business objectives?
Summary table: A handy quick reference table listing the main metrics within each category and their purposes.