{"id":3500,"date":"2023-12-22T11:00:00","date_gmt":"2023-12-22T16:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/the-email-metrics-marketers-measure-and-the-ones-they-should\/"},"modified":"2025-06-24T11:19:41","modified_gmt":"2025-06-24T15:19:41","slug":"the-email-metrics-marketers-measure-and-the-ones-they-should","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/the-email-metrics-marketers-measure-and-the-ones-they-should","title":{"rendered":"22 Email Marketing Metrics to Measure Success"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_b3c0d2370e213ca9ad36b62be9c828d9\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<h3>Key Takeaways<\/h3>\n<ul>\n<li>Tracking essential email marketing metrics such as CTR, bounce rate, and unsubscribe rate reveals subscriber engagement, campaign effectiveness, and list health.<\/li>\n<li>Leveraging advanced metrics like subscriber lifetime value (LTV), conversion rate, and ROI enables better insights, driving smarter decisions and increased revenue.<\/li>\n<li>Identifying email errors and client usage helps prioritize your email development and quality assurance efforts, enhancing deliverability and subscriber experience.<\/li>\n<li>Aligning email KPIs to specific marketing goals allows your team to measure performance effectively, optimize campaigns continuously, and clearly demonstrate email marketing success.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Every email marketer knows the feeling when an email goes out: one part relief, one part anxiety. When you hit \u201csend,\u201d the hard part is over, and you can sit back and wait for the results to roll in to judge whether the email you sent was successful. Knowing these insights is powerful\u2014they fuel future growth for your email marketing program.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what email metrics and key performance indicators (KPIs) should you measure? What does your email service provider (ESP) or marketing automation platform (MAP) and third-party analytics tools offer you?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We asked thousands of marketers what metrics they currently track. Here\u2019s what we found.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What are email marketing metrics?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email marketing metrics are data points that let you know how your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-plan-your-email-campaign-strategy\" target=\"_blank\" rel=\"noopener\">email marketing campaigns<\/a> perform. Metrics can tell you if your emails stand out in the inbox, if they encourage subscribers to engage, and whether they move the needle on goals like increasing revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep in mind: it\u2019s best to take a <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/holistic-email-metrics-matrix-are-you-seeing-the-whole-picture\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">holistic view of email metrics<\/span><\/a><span style=\"font-weight: 400;\"> and benchmark against your own program. You don\u2019t know what\u2019s \u201cgood\u201d or \u201cbad\u201d for a brand or the tactics used to achieve their numbers. All that matters is that <\/span><i><span style=\"font-weight: 400;\">your<\/span><\/i><span style=\"font-weight: 400;\"> program continually strives to be better (these <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/top-email-marketing-tips\" target=\"_blank\" rel=\"noopener\">email marketing tips<\/a> and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/trends-in-email-marketing\" target=\"_blank\" rel=\"noopener\">email marketing trends<\/a> to help!)<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<table style=\"border-collapse: collapse; width: 100%; border: 1px solid #000; margin-bottom: 24px;\">\n<thead>\n<tr>\n<th style=\"border: 1px solid #000; padding: 8px;\">Metric<\/th>\n<th style=\"border: 1px solid #000; padding: 8px;\">Definition<\/th>\n<th style=\"border: 1px solid #000; padding: 8px;\">Formula \/ Calculation<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Open Rate<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of delivered emails that are opened.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(Opened \/ Delivered) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Bounce Rate<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of sent emails that weren\u2019t delivered.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(Bounced \/ Sent) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Click-Through Rate (CTR)<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of delivered emails that received at least one click.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(Clicked \/ Delivered) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Click-to-Open Rate (CTOR)<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of opened emails that received a click.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(Clicked \/ Opened) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Unsubscribe Rate<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of delivered emails that prompted an unsubscribe.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(Unsubscribes \/ Delivered) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Spam Complaint Rate<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of delivered emails marked or reported as spam.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(SpamComplaints \/ Delivered) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">List Growth Rate<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">How quickly your subscriber list is expanding (new subscribers minus churn).<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">((NewSubs &#8211; ChurnedSubs) \/ TotalListSize) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Churn Rate<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of subscribers lost in a given period.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(ChurnedSubs \/ ListSizeAtStart) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Email Production Time<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Time from idea to send (planning, content creation, QA, etc.).<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Track hours or days from concept to launch<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Email Read Rate \/ Read Time<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of opened emails that were read (e.g., open for 8+ seconds).<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(EmailsRead \/ EmailsOpened) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Deliverability Rate<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of delivered emails that landed in the inbox.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(InboxPlaced \/ Delivered) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Conversion Rate (CVR)<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of delivered emails that led to the desired action.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(Conversions \/ Delivered) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Revenue per Email (RPE)<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Average revenue generated per delivered email.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(TotalRevenue \/ EmailsDelivered)<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Revenue per Subscriber (RPS)<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Average revenue generated per active subscriber.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(TotalRevenue \/ ActiveSubscribers)<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Subscriber Lifetime Value (LTV)<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Total revenue a subscriber generates over time.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">MonthlyRPS * AvgMonthsOnList<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Return on Investment (ROI)<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Profitability of email marketing vs. cost.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">((EmailRevenue &#8211; EmailCost) \/ EmailCost)<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Forward Rate \/ Email Sharing<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of opened emails forwarded or shared.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(EmailsForwarded \/ EmailsOpened) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Print Rate<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of opened emails that are printed.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(EmailsPrinted \/ EmailsOpened) * 100<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Subscriber Acquisition Cost<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Cost to acquire each new subscriber.<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(MarketingSpend \/ NewSubscribers)<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #000; padding: 8px;\">Error Rate<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">Percentage of sent emails with errors (e.g., typos, broken links).<\/td>\n<td style=\"border: 1px solid #000; padding: 8px;\">(EmailsWithErrors \/ EmailsSent) * 100<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span style=\"font-weight: 400;\">Why you should track email marketing metrics<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email marketing metrics the actual success of your emails, instead of just relying on vibes. You can use email marketing metrics to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test your assumptions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Write better <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-measuring-subject-line-success-by-opens-is-all-wrong\" target=\"_blank\" rel=\"noopener\">email subject lines<\/a> and copy<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Send more relevant and helpful content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Monitor and maintain delivery and deliverability\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prove the value of your email marketing program<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improve your email marketing strategy and designs continuously<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share your progress and insights with your team and leaders<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Get <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/8-ways-to-get-executive-buy-in-for-larger-email-marketing-budgets-besides-roi\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">executive buy-in<\/span><\/a><span style=\"font-weight: 400;\"> for more email marketing budget<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Basic Email Marketing Metrics<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s start with the most common and easy-to-track email marketing metrics every team should monitor. Luckily, many of these analytics are available in even simple, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/best-free-email-marketing-software-tools\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">free email marketing tools<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Open rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The open rate is how many of your delivered emails were &#8216;opened.&#8217; It&#8217;s great for gauging the effectiveness of subject lines, monitoring email deliverability, and measuring high-level subscriber engagement\u2014as long as your email ltool\u2019s open pixel loads and the open registers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Open rates can be inaccurate if someone has their inbox preview pane on by default or opens your email just to delete it. In other words, people may not have actually opened or read your email. It also means if people have images blocked, you can\u2019t see whether or not they opened your email (even if they did). There\u2019s a reason many call the open rate a vanity metric.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And with <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Apple\u2019s Mail Privacy Protection<\/span><\/a><span style=\"font-weight: 400;\">, the open rate for your Apple Mail users may be overinflated (and useless). So be careful not to rely too heavily on open rates for overall program success, especially if your audience is largely made up of Apple Mail users.<\/span><\/p>\n<p><strong>Calculating open rate<br \/>\n<\/strong><span style=\"font-weight: 400;\">Open rate = (number of emails opened \/ number of emails delivered) x 100<\/span><\/p>\n<p><span style=\"font-weight: 400;\">P.S. Not sure what delivered means? Skip to the bounce rate section below.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Bounce rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The email bounce rate is how many of your <\/span><i><span style=\"font-weight: 400;\">sent<\/span><\/i><span style=\"font-weight: 400;\"> emails bounced\u2014or weren\u2019t delivered\u2014regardless of whether it was a <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/whats-the-difference-between-a-hard-and-soft-bounce\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">hard bounce or a soft bounce<\/span><\/a><span style=\"font-weight: 400;\">. Using a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/single-opt-in-vs-double-opt-in-case-for-soi\" target=\"_blank\" rel=\"noopener\">single vs double opt-in<\/a> process can help reduce your bounce rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the flip side, you may measure the <\/span><i><span style=\"font-weight: 400;\">delivered rate<\/span><\/i><span style=\"font-weight: 400;\"> instead, which is 100% minus the bounce rate. So, if your bounce rate is 5%, your delivered rate is 95%. Any calculation that calls for the number of emails delivered should use the number of sent emails minus the number of bounced emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You want to aim for a bounce rate of 2% or less (or a delivered rate of 98% or more).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your bounce rate is too high, it\u2019s a sign the email addresses on your list are bad, usually due to poor <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-list-hygiene-how-to-build-a-clean-email-list\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email list hygiene<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-5-most-problematic-subscriber-acquisition-sources-are-they-redeemable\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">problematic acquisition sources<\/span><\/a><span style=\"font-weight: 400;\"> (you aren\u2019t buying or renting lists, right?). If you don\u2019t do something about it right away, this can ultimately hurt your ability to land in the inbox.<\/span><\/p>\n<p><strong>Calculating bounce rate<br \/>\n<\/strong><span style=\"font-weight: 400;\">Bounce rate = (number of emails bounced \/ number of emails sent) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Click-through rate (CTR)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The click-through rate (CTR) is how many of your delivered emails were clicked on. Some may refer to CTR as clicks over opened instead, but for clarity, we\u2019re using delivered here and will talk about the measure of clicks against opens in the next section.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The CTR leaves opens out of the equation, giving you an unbiased look at <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/evaluate-email-performance-email-reporting-template\" target=\"_blank\" rel=\"noopener\">email performance<\/a>.<\/span><\/p>\n<p><strong>Calculating CTR<br \/>\n<\/strong><span style=\"font-weight: 400;\">Click-through rate = (number of emails clicked \/ number of emails delivered) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Click-to-open rate (CTOR)\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The click-to-open rate (CTOR) is how many of your <\/span><i><span style=\"font-weight: 400;\">opened<\/span><\/i><span style=\"font-weight: 400;\"> emails were clicked on. This is different from CTR as it relies on opens and is a great way to measure the effectiveness of your subject line. Did your email meet the expectations set in your subject line and<\/span> <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-preview-text-support\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">preview text<\/span><\/a> <span style=\"font-weight: 400;\">(high CTOR)? Or was it merely<\/span> <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/misleading-subject-lines\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">misleading<\/span><\/a><span style=\"font-weight: 400;\"> (low CTOR)?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want to up your subject line game? Check out these 18<\/span> <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-write-the-perfect-subject-line-infographic\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">subject line tips<\/span><\/a> <span style=\"font-weight: 400;\">from experts.<\/span><\/p>\n<p><strong>Calculating CTOR<br \/>\n<\/strong><span style=\"font-weight: 400;\">Click-to-open rate = (number of emails clicked \/ number of emails opened) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Unsubscribe rate<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The unsubscribe rate measures how many people opt out of your emails, and in general, you want to aim for less than 1-2% to stay on the good side of deliverability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on your email platform, an unsubscribe may be recorded if a person actually opts out or if they just click your unsubscribe link.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keeping track of your unsubscribe rate is a nice way to check on how healthy your email list and permission practices are and if certain content doesn\u2019t resonate well with a specific audience. Unsubscribes are not necessarily bad\u2014<\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/when-its-time-to-let-go-5-tactics-to-improve-the-unsubscribe-experience\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">letting go<\/span><\/a> <span style=\"font-weight: 400;\">is infinitely better than being marked as spam\u2014so be sure to<\/span> <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-dos-and-donts-of-unsubscribes\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">make unsubscribing painless<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><strong>Calculating unsubscribe rate<br \/>\n<\/strong><span style=\"font-weight: 400;\">Unsubscribe rate = (number of unsubscribes \/ number of emails delivered) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Spam complaint rate\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">What else can throw your emails into the junk folder? The spam complaint rate. It measures how many people report or mark your email as spam.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Anything above 0.1% is concerning. You normally get spam complaints if people don\u2019t know or remember you, are really annoyed by your content, or don\u2019t know how to unsubscribe. That\u2019s why it\u2019s important to make finding the unsubscribe link and the actual unsubscribe process ridiculously easy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You may also want to take a closer look at your acquisition practices, send frequency, and content or segmentation strategies.<\/span><\/p>\n<p><strong>Calculating spam complaint rate<br \/>\n<\/strong><span style=\"font-weight: 400;\">Spam complaint rate = (number of spam complaints \/ number of emails delivered) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Email list size or growth rate\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Without an email list, you have no one to send your emails to. And if your list isn\u2019t growing? Then your email program can\u2019t grow either. Email list growth is how much your list is growing instead of churning. So, you always want this to be positive.<\/span><\/p>\n<p><strong>Calculating email list growth rate<br \/>\n<\/strong><span style=\"font-weight: 400;\">List growth rate = ((monthly new subscribers \u2013 monthly churned subscribers) \/ list size) x 100<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Feel free to swap the monthly time period with one that makes sense for your brand.<\/span><\/p>\n<p><b>Calculating email list churn rate<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Alternatively, you could look at churn rate which measures how many people are removed or suppressed from your email list. This would include unsubscribes, bounces, manual removals, or even unengaged subscribers. It\u2019s good to have this number so you know how much you need to grow your list to have a positive growth rate.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how to get that:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Churn rate = (monthly churned subscribers \/ list size at beginning of month) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Email production time<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">How efficient is your email marketing process? Where can you make improvements? Knowing your email production time can help with that.<\/span><\/p>\n<p><strong>Calculating email production time<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">There are two types of time you\u2019ll want to keep track of:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">Actual time to complete each task (e.g. 90 minutes to code one email)<\/span><\/li>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">Time period from email conception to execution (e.g. 14 days to create and send one email)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While one email may take 10 working hours, people often juggle multiple tasks, which is why you should track at both the granular and high level. For example, maybe it only takes 15 minutes to review an email, but the reviewer isn\u2019t able to get to it until two days later.<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_4b317abda60f79a270cdfa4be92b6260\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Workflow-Icon-1.png\" alt=\"Workflow icon\" width=\"316\" height=\"298\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>How does your workflow stack up?<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Find out how marketers like you manage their email marketing time, and identify opportunities for improving your own\u2014in our State of Email Workflows report.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-workflows\">\n\t\t\t\t\t\tGet your report\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_b7dd0b2803efcbfb8d7f19f02cf11b1f\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">More advanced email marketing metrics<\/span><\/h2>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/state-of-email-2023.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">41% of marketers<\/span><\/a><span style=\"font-weight: 400;\"> say that email is their most effective marketing channel, but you probably need the stats to back up your efforts when you\u2019re <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/email-reporting-slide-template\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">sharing your progress<\/span><\/a><span style=\"font-weight: 400;\"> with peers (and bosses!).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The email marketing metrics we\u2019ll cover next are slightly more advanced either because you need to gather a bit more data for the equations or you might need advanced analytics tools in your email stack.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Email read rate or read time\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-read-rates\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">read rate<\/span><\/a> <span style=\"font-weight: 400;\">is how many of your opened emails were actually read. This is a great metric for editorial emails, important updates like privacy notices, and those without a call-to-action (CTA).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The definition of \u201cread\u201d may differ depending on your email tool, but in most cases, it\u2019s having an email opened for eight or more seconds.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Litmus Email Analytics<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><span style=\"font-weight: 400;\"> you can drill down even further to see who has skimmed (2-7 seconds) or glanced (less than 2 seconds) as well as get a detailed view of read time\u2014how long your email was opened for.<\/span><\/p>\n<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/litmus-email-analytics-engagement-report.png\" \/>\n<p><b>Calculating read time<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Read rate = (number of emails read \/ number of emails opened) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Deliverability rate or inbox placement rate\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">All of the above (and so many other factors no one knows) play into your deliverability rate a.k.a. inbox placement rate. The deliverability rate is how many of your emails land in the inbox vs. the junk or spam folder. The <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-difference-between-deliverability-and-delivery-rate\/\"><span style=\"font-weight: 400;\">difference between deliverability and delivered<\/span><\/a> <span style=\"font-weight: 400;\">is that an email counts as delivered even if it\u2019s in junk\u2014in other words, was received by inbox providers\u2014whereas deliverability specifically looks at <\/span><i><span style=\"font-weight: 400;\">where<\/span><\/i><span style=\"font-weight: 400;\"> your email was delivered.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your inbox placement rate is low\u2014less than 80%\u2014it may mean you\u2019re not sending the right content to the right audience at the right time. No, we\u2019re not talking about<\/span> <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-spam-trigger-words-are-a-thing-of-the-past\/\"><span style=\"font-weight: 400;\">spam trigger words<\/span><\/a><span style=\"font-weight: 400;\">. It\u2019s much more complicated than that. The top things are to make sure you have a great list,<\/span> <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/help.litmus.com\/article\/275-what-is-email-authentication\"><span style=\"font-weight: 400;\">authenticate your emails<\/span><\/a><span style=\"font-weight: 400;\">, and send relevant content.<\/span><\/p>\n<p><strong>Calculating deliverability rate<\/strong><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Deliverability rate = (number of non-junked emails delivered \/ number of emails delivered) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Conversion rate (CVR)\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The<\/span> <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-an-email-conversion\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email conversion<\/span><\/a><span style=\"font-weight: 400;\"> rate measures how many people took the action you wanted them to from your email. A conversion depends on your email\u2019s goal and could be anything from a purchase or donation to a webinar sign-up or ebook download.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I personally like to look at conversion rate based from email clicks to see a direct attribution, but looking at it from how many emails were delivered gives you a view into indirect attribution. Just because someone didn\u2019t click your email doesn\u2019t mean they didn\u2019t convert because of it.<\/span><\/p>\n<p><strong>Calculating conversion rate<\/strong><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Conversion rate = (number of conversions \/ number of emails delivered) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Revenue per email (RPE)\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Revenue per email (RPE) gives a direct monetary value to your email sends. If you calculate this for different email types, you can reliably forecast email revenue as you plan for the months ahead. And if RPE is lower than your average? It could mean your content, product, or service isn\u2019t hitting the right note with your audience.<\/span><\/p>\n<p><strong>Calculating revenue per email<\/strong><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Revenue per email = revenue generated \/ number of emails delivered<\/span><i><\/i><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_f43632e78c3010d5d44c1c9f00fbfeea\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/verify-blue-line-icon.png\" alt=\"blue check mark\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Healthy email list. Healthy ROI.<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Subscribers fuel your overall email program success. Learn how to get more good subscribers. And more revenue.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-marketing-roi\">\n\t\t\t\t\t\tGET THE GUIDE\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_87d676173a33c65059438d1ba1240b19\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Revenue per subscriber (RPS)\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Revenue per subscriber (RPS) is a little different from RPE in that you\u2019re looking at the value of an email subscriber, not an email send. This distinction is important to include all of your active subscribers, even the ones you don\u2019t always send to (and you shouldn\u2019t be sending everything to everyone anyway).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Be sure to look at a specific point in time, like last month or last year.<\/span><\/p>\n<p><strong>Calculating RPS<\/strong><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Revenue per subscriber = revenue generated \/ number of active subscribers<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Subscriber lifetime value (LTV)\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Subscriber lifetime value (LTV) measures the value a subscriber brings throughout their lifetime on your list. Truth be told, this one\u2019s tricker to calculate because you\u2019ll need to have the right data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Subscriber LTV is an especially useful metric when compared to acquisition cost (more on that below) because you\u2019ll want to make sure LTV is higher to make the acquisition effort worthwhile. You may even want to calculate LTV per acquisition source to determine which sources are or aren\u2019t working.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I also like to use this when considering whether or not an email is worth sending based on the value of subscribers I can expect to lose from unsubscribing vs. the value I get from sending the email.<\/span><\/p>\n<p><strong>Calculating LTV<\/strong><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Subscriber lifetime value = monthly revenue per subscriber x average number of months a subscriber stays on your list<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Months can be swapped with days, weeks, or years, depending on your subscriber lifecycle. To get the average time a subscriber stays on your list, you\u2019ll have to look at your unsubscribe or suppression list and get the average time between their subscribe and unsubscribe dates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if your monthly RPS is $30 and subscribers tend to stay on your list for 7 months before unsubscribing, then consider your subscriber LTV to be $210.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Return on investment (ROI)\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Email marketing return on investment (ROI) is a measure of how much value your email marketing program delivers versus how much it costs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your email marketing cost may be hard to measure unless you manage the email marketing budget. This cost considers both your tools and your team (including agencies, contractors, and freelancers). ROI, and especially potential ROI, is the perfect way to get the budget for more resources or buy-in for a new project.<\/span><\/p>\n<p><strong>Calculating email ROI<\/strong><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Return on investment = (email revenue \u2013 email marketing cost) \/ email marketing cost<\/span><i><\/i><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_58c3e772db5d4f06d931a3a376869ba1\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/verify-blue-line-icon.png\" alt=\"blue check mark\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>What leads to better ROI?<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>The average email marketing ROI is 36:1\u2014but some brands get much more than that. Find out what factors correlate with higher returns in our CMO\u2019s Guide to Email Marketing ROI (not just for CMOs!).<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-marketing-roi\">\n\t\t\t\t\t\tDOWNLOAD THE FREE REPORT\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_aeac12ae27b06d2804c3bb9c929a87c4\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Forward rate\/email sharing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email forwards is how many times people click the forward function in their email client after they open your email. Pretty straight forward, right? \ud83d\ude09 This is something you want to keep track of if your goal is to create share-worthy content.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/litmus-email-analytics-forwards.png\" alt=\"email forwards from Litmus Email Analytics\" width=\"402\" height=\"113\" \/>\n<p><strong>Calculating forward rate<\/strong><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Forward rate = (number of emails forwarded \/ number of emails opened) x 100<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Prints<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Prints measures how many people click the print function within the email client after they open your email. Consider this metric for coupons that need to be printed and brought in store and things like instructions, directions, tickets, or confirmations.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/litmus-email-analytics-prints.png\" alt=\"email prints from Litmus Email Analytics\" width=\"401\" height=\"112\" \/>\n<p><strong>Calculating email print rate<\/strong><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Print rate = (number of emails printed \/ number of emails opened) x 100<\/span><\/p>\n<div class=\"&lt;\/p\">\n<h3><span style=\"font-weight: 400;\">Subscriber acquisition cost\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Email subscriber acquisition cost is how much it costs on average to get one new subscriber. This one\u2019s useful for those who do paid ads, giveaways, or co-marketing campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A lower cost seems ideal at first, but that can sometimes mean lower quality subscribers. Use your subscriber LTV to drive how much you\u2019re willing to spend on high quality email subscribers.<\/span><\/p>\n<p><strong>Calculating subscriber acquisition cost<\/strong><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Email subscriber acquisition cost = marketing or ad cost \/ number of new subscribers<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Email device and client usage\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Email device and client usage is how many of your subscribers open emails on each email client, app, or device. Here\u2019s an example of what that looks like in <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Litmus Email Analytics<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<\/div>\n<img decoding=\"async\" class=\"alignnone\" style=\"border: 1px solid #8994A1;\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/05\/image2.png\" alt=\"email client usage data in Litmus Email Analytics\" width=\"576\" height=\"568\" \/>\n<p><span style=\"font-weight: 400;\">Knowing this data helps you choose where to spend your development and quality assurance (QA) efforts. Want to do fun <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/a-guide-to-animated-gifs-in-email\/\"><span style=\"font-weight: 400;\">animated GIFs<\/span><\/a><span style=\"font-weight: 400;\"> or embed a video in your email, and have mostly Outlook 2007 users? Not worth it. This metric is also good for troubleshooting deliverability issues if you can isolate the problem to a specific inbox or internet service provider (ISP).<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Email mistakes or error rate\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Everyone makes mistakes, but making too many is bad for brand reputation, trust, and credibility. A high error rate may mean you need to slow down or improve your QA process.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As with many of the calculations here, choose a time period that best fits your needs. It doesn\u2019t have to be on a monthly basis. The higher your send frequency, the shorter the time period you\u2019ll want to look at. For example, if you sent 54 emails this quarter and 2 of them had a mistake, then your error rate would be 3.7%.<\/span><\/p>\n<p><strong>Calculating e<\/strong><span style=\"font-weight: 400;\"><strong>rror rate<br \/>\n<\/strong><\/span><span style=\"font-weight: 400;\">Error rate = (monthly number of emails sent with an error \/ monthly number of emails sent) x 100<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_4f949094a8c06e821636b5437fdc8e21\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/verify-blue-line-icon.png\" alt=\"blue check mark\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Email errors to watch for (and how to fix them)<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Dive into the most common issues that will break your emails, find out the impact on your email marketing program, and get practical tips &#038; tricks to create on-brand, error-free emails.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/anatomy-of-a-broken-email\/\">\n\t\t\t\t\t\tDOWNLOAD THE EBOOK\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_d5129d16ec0af9fb0a2ccda9a4e2dea0\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Current state of email analytics\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Almost all ESPs offer the basics\u2014opens, clicks, and unsubscribes\u2014and the overwhelming majority of brands do track these metrics. However, after that, visibility diminishes quickly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to our <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-analytics\/\"><span style=\"font-weight: 400;\">State of Email Analytics report<\/span><\/a><span style=\"font-weight: 400;\">, nearly half of brands (45%) don\u2019t track email interactions down to conversions. Fewer than a fifth (17%) measure their email marketing return on investment (ROI). And only 12% of brands measure subscriber lifetime value (LTV).<\/span><\/p>\n<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/04\/email-metrics-tracked-chart.png\" \/>\n<p><span style=\"font-weight: 400;\">Brands using <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/tool-tips-the-third-party-email-analytics-tools-marketers-use-most\" target=\"_blank\">third-party analytics tools<\/a> are much more likely to measure monetary value from their email marketing campaigns like revenue per subscriber, LTV, and ROI.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is great because the better you can track, the better you can optimize. Marketers who use third-party analytics tools see a 25% higher ROI than those who don\u2019t.<\/span><\/p>\n<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/04\/third-party-analytics-roi-chart.png\" \/>\n<p><span style=\"font-weight: 400;\">On a similar note: When you give everyone\u2014not just your email team\u2014a look into how your email program is performing, you give them the power to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/10-ways-you-can-use-email-insights-across-your-entire-company\/?utm_campaign=wc-2021-07-state_of_email_analytics_2nd_edition-insights&amp;utm_medium=offline&amp;utm_source=marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">use email insights across your company<\/span><\/a><span style=\"font-weight: 400;\">. In turn, this can improve overall marketing effectiveness. Brands that always share email results to both their marketing and non-marketing teams see a 28% higher ROI!<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Track the metrics that align with your goals\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You can\u2019t keep track of every possible data point\u2014nor should you. And one metric might be important for one campaign but not another. It all boils down to your goals and what KPIs can help you measure success toward those goals. Empowered with the right <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/customer-data-management-guide-for-marketers\" target=\"_blank\">customer insights<\/a>, you can see what works and what needs improvement so you\u2019re always delivering what both your subscribers and stakeholders want.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few examples of the email metrics you should track depending on your goals:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Measure email list growth and subscriber acquisition cost when you\u2019re trying to <\/span><strong>grow your email program\u00a0\u00a0<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Measure CTR, CTOR, prints, forwards, and unsubscribe rate when you want to <\/span><strong>make your emails more engaging<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Measure email production time and error rate when you want to <\/span><strong>improve your processes<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Measure conversion rate, revenue per email, subscriber lifetime value, and ROI when you want to <\/span><strong>use email to drive sales<\/strong><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Turn your email marketing metrics into actionable insights<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">What metrics do you track? Are there any we\u2019re missing from this list?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to learn more from each email you send, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Litmus Analytics<\/span><\/a><span style=\"font-weight: 400;\"> gives you information like what percentage read vs. skimmed vs. glanced at your message, how many opens Apple Mail Privacy impacted, and where subscribers open and view your emails.\u00a0<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_609f23b7ad77c23a668e496f66d2c743\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t  <img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/07\/blog-cta-buttons-insights.svg\">\n\t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\n\t\t\t  <h2 class=\"h-sm\"><strong>Dig deeper than the data your email platform gives you<\/strong><\/h2>\n\t\t\t  <p>Go beyond opens and clicks with Litmus Email Analytics. Better understand your audience and the performance of your email campaigns.<\/p>\n\t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\n\t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t  <a class=\"btn btn-primary\" rel=\"noopener\" target=\"_blank\" href=\"\/email-analytics\/\">Learn more<\/a>\n\t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t  \t\t  \t\t  \t\t       <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_97020dd1b7f8ed33c1842ff3e712a931\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><i><br \/>\nOriginally published on April 23, 2019, by Whitney Rudeseal Peet.<\/i><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Find out what email marketing metrics marketers use to track success, and see which of these email metrics and KPIs you should add to your own email reporting!<\/p>\n","protected":false},"author":3,"featured_media":88304,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[9665,9986,10249,10251,10256,416,10247,9982,519,48,853,1789,571],"blog_category":[10305],"class_list":["post-3500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-audience-growth","tag-bounce-rate","tag-click-through-rate","tag-email-client","tag-key-peformance-indicators","tag-measurement","tag-performance-metrics","tag-read-rate","tag-return-on-investment","tag-spam-filter","tag-state-of-email","tag-subscriber","tag-unsubscribe","blog_category-email-marketing-performance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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