In the realm of email, return on investment (ROI) is a popular subject. Modern marketing is always developing, and everyone wants to get the most bang for their buck. What are the most significant email metrics? What can you do to ensure the success of future campaigns?

We’re here to assist you. Check out the suggestions below to learn how to utilize statistics to make your content relevant and effective today and in the future.

Your key performance indicators (KPIs) aid in the development of efficient email marketing campaigns. Consider the following metrics while learning how to calculate email marketing ROI:

1. The open rate
   Your open rate indicates how many people opened your email in comparison to how many emails you sent. This figure decides if your campaigns are successful or whether you need to revise your approach. The average open rate for email marketing is more than 24 percent, and it varies by industry. Non-profits, for example, have greater average open rates than the retail sector.

Personalizing your subject line might help you enhance your open rate. According to some research, including your recipient’s name in the subject line may raise open rates by up to 26 percent.

2. Rate of device opening
   Mobile devices now account for more than 40% of all email opens. Examining your open rates by device can reveal if your campaigns and templates are mobile-friendly.

Create emails that can be seen on both desktop computers and mobile devices. However, email marketing is not a one-size-fits-all solution, so pay attention to what your consumers use and tailor your efforts appropriately. A helpful hint: Most clients check emails on desktop computers throughout the week, but on weekends, they use mobile phones.

3. The bounce rate
   Bounce rates indicate how many of your emails are not delivered to the inboxes of your subscribers. They can also inform you if an issue is temporary or permanent, allowing you to make improvements.

Another piece of advice: requesting a double opt-in from a new subscriber will help you reduce your bounce rate. A double opt-in requires users to confirm their email address, reducing the likelihood of email bounces due to spelling problems.

4. The rate of spam
   Your emails would never be tagged as spam in an ideal world. But it occurs, and if you get a large number of spam complaints, your email provider may ban your account. Investigate the causes of these concerns. Perhaps it’s a technical glitch or a misspelled word in your topic line.
5. The rate of click-through
   Do you want to know who is clicking on the links in your emails? Examine your click-through rates. Averages vary from little more than one percent to slightly less than five percent. Non-profits typically get two and a half percent, whereas retail receives significantly lower figures.

Wrap up

As measurements grow, so does understanding how to assess email marketing ROI. Use these metrics to get a sense of how you’re utilizing data to keep your emails relevant and effective—both now and in the future.

Open rate and open rate by device
Conversion rate and click-through rate
Unsubscribe and spam rates
Rate of Bounce
Rate of list expansion