Ever feel like you’re staring at a spreadsheet filled with email data, but have no clue what it really means? You’re not alone! 

Focusing on the wrong numbers will lead you down the wrong path. Let’s cut through the noise and talk about the email metrics that’ll actually help your business grow. 

 

The evolution of email marketing measurement 

Remember when everyone obsessed over open rates?  

Well, things have changed. Privacy updates and how emails are loaded now mean that number is less reliable. Today, we need to focus on what people actually do with your emails, and how they contribute to your bottom line. 

 

The metrics you should be watching 

  • Click-Through Rate (CTR): This shows how many people clicked a link in your email. Think of it as a measure of how engaging your content is. A good CTR depends on your industry, but aim for improvement! Try using clear calls to action and relevant content. 
  • Conversion Rate: This is where things get exciting! It measures how many people took a desired action after clicking your email (like buying something or signing up). You can track different types of conversions, so figure out what matters most to your business. 
  • Revenue Per Email: This tells you how much money you’re making per email sent. It’s super important for businesses that sell online. Just divide your email revenue by the number of emails sent. 
  • List Growth Rate: You want your email list to grow, but quality matters more than quantity. Aim for steady, sustainable growth by offering valuable content and easy sign-up options. 
  • Subscriber Lifetime Value: This metric estimates how much a subscriber is worth to your business over their entire relationship with you. It’s a long-term view that helps you understand the true value of your email list. 

 

Secondary metrics that provide context 

  • Engagement Time: How long are people spending reading your emails? Longer engagement means your content is doing great! 
  • Forward/Share Rate: Are people sharing your emails? This shows your content’s potential – fun fact, a recent Meta report found that Gen Z have a habit of sharing content they like, and a great way to improve your reach is to tap into this.
  • Unsubscribe Rate: Don’t panic if you see some unsubscribes! It’s natural. But a sudden spike might indicate a problem. 

 

Metrics to let go of in 2025 

  • Open Rates: As mentioned, they’re simply less reliable now. 
  • Database Size Alone: A huge list isn’t useful if it’s full of inactive subscribers. 
  • Raw Send Numbers: Sending a million emails means nothing if they’re not converting. 


Email Marketing: Measurement Framework 

Okay, so you know which metrics matter. Now, how do you actually use them? Let’s build a measurement framework that’s easy to understand and even easier to implement. 

Choose your dashboard tool: 

You don’t need fancy software right away. Start with a simple spreadsheet (Google Sheets or Excel) or use the built-in dashboards of your email marketing platform (Mailchimp, Mailerlite, etc.). 

Define Your Key Performance Indicators (KPIs): 

  1. These are your specific, measurable, achievable, relevant, and time-bound goals. 
  2. For example, instead of “increase sales,” try “increase revenue per email by 15% in Q3.” 
  3. Align your KPIs with your overall business objectives. If your goal is to increase brand awareness, for example, your KPIs may focus more on forward/share rates and list growth. If your goal is sales, focus on conversion rate and revenue per email. 

 Create your dashboard: 

  1. List your chosen KPIs and the corresponding metrics you’ll track. 
  2. Visualise your data with charts and graphs (line charts for trends, bar charts for comparisons). 
  3. Keep it simple and uncluttered. Focus on the most important information. 
  4. Add date ranges to your data, so you can compare time periods. 

 

Remember to review! 

  • How often will you check your dashboard? Weekly? Monthly? 
  • Set reminders so you don’t forget. 
  • During reviews, ask yourself:  
    • Are we meeting our KPIs? 
    • What’s working well? 
    • What needs improvement? 
    • Are there any unexpected trends? 

By following these steps, you’ll create a measurement framework that provides valuable insights and helps you achieve your email marketing goals. 

Need help making sense of your email data? At 10X Marketing Consultancy, we can help you with everything from planning and creating your email campaigns to analysing your results. Let’s turn your email marketing into a powerhouse!