5 Key Metrics to Track in Your Email Marketing Campaign

Following our guides on why email marketing matters and how to create effective campaigns, let's find out which key metrics will determine your email marketing success. For Maltese businesses looking to maximise their email marketing ROI, these are the five essential metrics you need to monitor and understand.

1. Open rate: Your first impression

Your open rate reveals how many recipients actually open your marketing emails, providing crucial insights into subject line effectiveness and sending time preferences. Calculate this by dividing the number of subscribers who opened the email by the total number of recipients and multiplying that by 100. Global average open rates hover around 20%, so this can be used as a benchmark.

2. Click-through rate (CTR): Engagement in action

CTR measures how many recipients click on links within your email, indicating how relevant your content is and the effectiveness of your call-to-actions. This metric helps identify which content types and offers drive the most engagement across different customer segments.

3. Conversion rate: The bottom line

This metric tracks how many recipients complete your desired action, whether it's making a purchase, booking a service, or filling out a form. Understanding what drives conversions helps you tailor future campaigns to maximise results.

5. Bounce rate: List health indicator

Tracking both soft bounces (temporary delivery failures) and hard bounces (permanent delivery failures) helps maintain a healthy email list. A clean email list is crucial for maintaining your sender reputation—remove unengaged emails from your sending lists and don't forget to include an 'unsubscribe' link in all marketing emails.

5. Unsubscribe rate: Feedback loop

While no one likes to lose subscribers, this metric provides valuable feedback about content relevance and email frequency. In Malta's market, where word-of-mouth significantly impacts business success, keeping unsubscribe rates low is essential.

These metrics tell the story of your email marketing performance and highlight opportunities for improvement. Ready to take your email marketing to the next level? Bailogik can help you track, analyse, and optimise these top metrics for maximum impact. Contact us today to learn more.

Written by Stephanie Clark