60 Seconds on Which Email Stats to Track

EMAIL MARKETING

Aug 31

Written By Declan Davey

Metrics, metrics, metrics. Some love ‘em. Some hate ‘em.

But what represents success when it comes to email stats? And which metrics are the most important to keep track of?

Before we tier them in order of importance, a simple way to measure success is to ask the following questions:

a) Are the emails performing better now than 3, 6, or 12 months ago?

b) Is your email marketing outperforming industry averages?

Generally, $1 per subscriber is a healthy benchmark to aim for.

Many businesses don’t reach the $1 mark, whereas some with smaller and more engaged lists can hit $10+.

To calculate this, take your subscriber count from that month and divide it by your email revenue from the same month. This will give you the holy grail figure!

Now, as for the info to keep track of in an exciting Excel spreadsheet?

TIER ONE

Total weekly revenue
Weekly revenue from email
Email revenue % (around 25% is often a realistic goal)

To boost these figures, you can do the following:

1) Send more emails

2) Make sure your emails aren’t going to spam or the promo tab

Get these two strategies right and watch your sales soar.

TIER TWO

Number of unique email sends (how many emails you sent)
Unsubscribe rate — aim for below 0.2%
Earnings-per-click (EPC)

The last one, in particular, is useful to see how congruent your copy is.

If the EPC is high, it shows everything from your subject line to your body copy, call-to-action link, and landing page are nicely in line. The reader “gets it” and feels happy to get their wallet out.

TIER THREE

Average daily open %
Average daily click %

With the iOS 15 updates, open rates are going to become trickier to track. Click-through rates will still be a key metric (1-2% on average) but of course, it’s no guarantee of sales.

The revenue generated is (and always will be) the biggie. Keep this top of mind at all times and you won’t go far wrong!

Here is where you can learn more about email marketing metrics if this kinda stuff takes your fancy.

Thanks for stopping by!

Declan Davey

Health Copywriter & Email Strategist