{"id":129643,"date":"2021-11-19T15:53:00","date_gmt":"2021-11-19T14:53:00","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&#038;p=129643"},"modified":"2025-07-09T13:49:54","modified_gmt":"2025-07-09T11:49:54","slug":"9-metrics-to-track-the-effectiveness-of-email-marketing-instead-of-open-rate","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/9-metrics-to-track-the-effectiveness-of-email-marketing-instead-of-open-rate","title":{"rendered":"9 metrics to track the effectiveness of email marketing instead of open rate"},"content":{"rendered":"<p><strong>Open rates are one of the metrics that make up the foundation of email marketing reports.<\/strong><\/p>\n<p><strong>That being said, the problem with measuring open rates is that you have no idea of what happens post-open.<\/strong><\/p>\n<p><strong>This metric only tells part of the story. And if you aren&#8217;t making money from your email campaigns, open rates aren&#8217;t likely to tell you <em>why<\/em>.<\/strong><\/p>\n<p>That&#8217;s why we have put together a list of 10 metrics that track the effectiveness of your email campaigns, in addition to open rates.<\/p>\n<p>Read on to learn more and get the most out of your email marketing, or quickly navigate to:<\/p>\n<div style=\"background-color: #e6f6fc;\">\n<ul style=\"padding-top: 20px; padding-bottom: 15px;\" class=\"fa-ul\">\n<li><span class=\"fa-li\"><i class=\"fa-duotone fa-regular fa-square-arrow-right fa-sm\" style=\"--fa-primary-color: #002a4d; --fa-secondary-color: #e6f6fc;\"><\/i><\/span><a href=\"#ctr\" style=\"color: #002a4d!important; text-decoration: underline!important;\">Click-through Rate (CTR)<\/a><\/li>\n<li><span class=\"fa-li\"><i class=\"fa-duotone fa-regular fa-square-arrow-right fa-sm\" style=\"--fa-primary-color: #002a4d; --fa-secondary-color: #e6f6fc;\"><\/i><\/span><a href=\"#conversion\" style=\"color: #002a4d!important; text-decoration: underline!important;\">Conversion Rate<\/a><\/li>\n<li><span class=\"fa-li\"><i class=\"fa-duotone fa-regular fa-square-arrow-right fa-sm\" style=\"--fa-primary-color: #002a4d; --fa-secondary-color: #e6f6fc;\"><\/i><\/span><a href=\"#roi\" style=\"color: #002a4d!important; text-decoration: underline!important;\">Overall ROI<\/a><\/li>\n<li><span class=\"fa-li\"><i class=\"fa-duotone fa-regular fa-square-arrow-right fa-sm\" style=\"--fa-primary-color: #002a4d; --fa-secondary-color: #e6f6fc;\"><\/i><\/span><a href=\"#growth\" style=\"color: #002a4d!important; text-decoration: underline!important;\">List growth<\/a><\/li>\n<li><span class=\"fa-li\"><i class=\"fa-duotone fa-regular fa-square-arrow-right fa-sm\" style=\"--fa-primary-color: #002a4d; --fa-secondary-color: #e6f6fc;\"><\/i><\/span><a href=\"#unsub\" style=\"color: #002a4d!important; text-decoration: underline!important;\">Unsubscribe Rate<\/a><\/li>\n<li><span class=\"fa-li\"><i class=\"fa-duotone fa-regular fa-square-arrow-right fa-sm\" style=\"--fa-primary-color: #002a4d; --fa-secondary-color: #e6f6fc;\"><\/i><\/span><a href=\"#churn\" style=\"color: #002a4d!important; text-decoration: underline!important;\">List Churn<\/a><\/li>\n<li><span class=\"fa-li\"><i class=\"fa-duotone fa-regular fa-square-arrow-right fa-sm\" style=\"--fa-primary-color: #002a4d; --fa-secondary-color: #e6f6fc;\"><\/i><\/span><a href=\"#bounce\" style=\"color: #002a4d!important; text-decoration: underline!important;\">Bounce Rate<\/a><\/li>\n<li><span class=\"fa-li\"><i class=\"fa-duotone fa-regular fa-square-arrow-right fa-sm\" style=\"--fa-primary-color: #002a4d; --fa-secondary-color: #e6f6fc;\"><\/i><\/span><a href=\"#spam\" style=\"color: #002a4d!important; text-decoration: underline!important;\">Spam complaints<\/a><\/li>\n<li><span class=\"fa-li\"><i class=\"fa-duotone fa-regular fa-square-arrow-right fa-sm\" style=\"--fa-primary-color: #002a4d; --fa-secondary-color: #e6f6fc;\"><\/i><\/span><a href=\"#heatmap\" style=\"color: #002a4d!important; text-decoration: underline!important;\">Heatmapping<\/a><\/li>\n<\/ul>\n<\/div>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"ctr\">Click-through Rate (CTR)<\/h2>\n<p><u><a href=\"https:\/\/spotler.com\/en-gb\/glossary\/click-through-rate-ctr\" data-type=\"concepts\" data-id=\"169161\">Click-through rate<\/a><\/u> is the natural progression from open rate. It measures how many people have clicked the links within your email.<\/p>\n<p>This metric shows that your content is engaging and relevant enough that recipients want to click through and find out more, progressing through the buying journey.<\/p>\n<h3 class=\"wp-block-heading\">How to calculate CTR:<\/h3>\n<table style=\"font-size: 18px;\">\n<tr>\n<td>(<\/td>\n<td>\n        <input\n          type=\"number\"\n          id=\"opened\"\n          oninput=\"calcOpenRate()\"\n          placeholder=\"Number of clicks\"\n          style=\"border: 2px solid #8ec8ed; border-radius: 6px; padding: 5px; width: 230px;\">\n      <\/td>\n<td>)<\/td>\n<td>\/<\/td>\n<td>(<\/td>\n<td>\n        <input\n          type=\"number\"\n          id=\"total\"\n          oninput=\"calcOpenRate()\"\n          placeholder=\"Number of impressions\"\n          style=\"border: 2px solid #8ec8ed; border-radius: 6px; padding: 5px; width: 230px;\">\n      <\/td>\n<td>)<\/td>\n<td>* 100 =<\/td>\n<td>\n        <input\n          type=\"text\"\n          id=\"rate\"\n          readonly\n          style=\"border: none; background: none; font-weight: bold; width: 180px; color: black;\">\n      <\/td>\n<\/tr>\n<\/table>\n<p>  <script>\n    function calcOpenRate() {\n      const opened = parseFloat(document.getElementById('opened').value);\n      const total = parseFloat(document.getElementById('total').value);\n      const rate = (total > 0 && opened >= 0) ? ((opened \/ total) * 100).toFixed(2) + '%' : '';\n      document.getElementById('rate').value = rate;\n    }\n  <\/script><\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"conversion\">Conversion rate<\/h2>\n<p><em>But what happens after the click?<\/em><\/p>\n<p><u><a href=\"https:\/\/spotler.com\/en-gb\/glossary\/conversion\" data-type=\"concepts\" data-id=\"169328\">Conversion rate<\/a><\/u> measures how many of those email clicks go on to complete a certain action, known as a conversion.<\/p>\n<p>The definition of conversion varies from business to business, depending on the goals. It could be anything from a newsletter sign-up to a product purchase.<\/p>\n<p>Conversion rate enables you to identify how many of your subscribers <em>actually <\/em>go on to convert and take meaningful action with your business, as opposed to dropping off and not continuing through the buying journey.<\/p>\n<div class=\"wp-block-group has-light-blue-background-color has-background is-vertical is-layout-flex wp-container-core-group-is-layout-8cf370e7 wp-block-group-is-layout-flex\">\n<p><strong>Conversion rate formula:<\/strong><\/p>\n<p>(Number of converting recipients\/number of emails delivered) x 100. You can use the calculator above to calculate your conversion rate quickly.<\/p>\n<\/div>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"roi\">Overall ROI<\/h2>\n<p>It&#8217;s all well and good that recipients click through and convert, but is that making you any money?<\/p>\n<p>Overall ROI measures the money you actually made from your email campaign to identify whether it was worthwhile or just a drain on your budget.<\/p>\n<div class=\"wp-block-group has-dark-blue-color has-light-blue-background-color has-text-color has-background has-link-color wp-elements-34a2c9a74e0750bd9bd8da885dfe5e14 is-vertical is-layout-flex wp-container-core-group-is-layout-8cf370e7 wp-block-group-is-layout-flex\">\n<p><strong>Overall ROI formula:<\/strong><\/p>\n<p>(Money made \/ money spent) x 100%. If you made 1000\u00a3 from a campaign that cost 500\u00a3, it&#8217;s <strong>(1000\u00a3\/500\u00a3) x 100% = 200%<\/strong><\/p>\n<\/div>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"growth\">List growth<\/h2>\n<p>This metric identifies the rate at which your email list, or database, is growing.<\/p>\n<p>If your list is growing rapidly with genuine, interested recipients, it shows that consumers are engaging with your brand and are keen to hear more from you.<\/p>\n<p>If your list isn&#8217;t growing quickly, don&#8217;t worry; for many long-term brands, steady growth is far more sustainable and just as positive. <\/p>\n<p class=\"has-light-blue-background-color has-background\">Calculate your list growth using <strong>(New subscribers &#8211; unsubscribes) \/ email addresses on list x 100<\/strong><\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"unsub\">Unsubscribe rate<\/h2>\n<p><span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">The unsubscribe rate is essential for monitoring&nbsp;<a href=\"https:\/\/spotler.com\/en-gb\/blog\/7-ways-to-reduce-unsubscribers\" target=\"_blank\">the engagement of your overall list<\/a>. If many<\/span> recipients are so disengaged as to actively unsubscribe, either the campaign you have sent isn&#8217;t cutting it, or the data you have sent to them isn&#8217;t healthy.<\/p>\n<p>However, a small amount of unsubscribes isn&#8217;t a bad thing. It enables you to fine-tune your email list, ensuring you only send to the most engaged and interested recipients.<\/p>\n<p class=\"has-light-blue-background-color has-background\">Unsubscribe rate is again an easy one: <strong>(Number of unsubscribes\/number of emails delivered) x 100<\/strong><\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"churn\">List churn<\/h2>\n<p>List churn takes your unsubscribe rate further by examining how many recipients drop off over an extended period.<\/p>\n<p>This is essential for identifying if you have ongoing issues with your email strategy or your database health, and is calculated using <strong>(Unsubscribes over a specific period\/total number of subscribers) x 100<\/strong><\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"bounce\">Bounce rate<\/h2>\n<p>Bounce rate measures how many recipients who were <a href=\"https:\/\/spotler.com\/en-gb\/sendpro\/bounce-management\" data-type=\"page\" data-id=\"139718\">sent your email didn&#8217;t receive it<\/a>.<\/p>\n<p>This is a key metric as:<\/p>\n<ol class=\"wp-block-list\">\n<li>If recipients aren&#8217;t even receiving your email, then you&#8217;re falling at the first hurdle<\/li>\n<li>It can be an indication of more serious, underlying issues with your email campaigns<\/li>\n<\/ol>\n<p>A soft bounce rate monitors temporary issues with email addresses, such as full inboxes or a file within an email that is too large.<\/p>\n<p>Whereas hard bounces suggest that there is a more permanent issue with the email address. For instance, it could be fake, or the recipient&#8217;s server won&#8217;t accept emails. These email addresses are ones you will want to remove to maintain your list&#8217;s health.<\/p>\n<p class=\"has-light-blue-background-color has-background\">As with many rate formulas, you calculate your bounce rate using (part\/total)*100 or <strong>(Number of bounced emails\/number of emails sent) x 100<\/strong><\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"spam\">Spam complaints<\/h2>\n<p>Spam complaints are something every email marketer dreads.<\/p>\n<p>If a <a href=\"https:\/\/spotler.com\/en-gb\/blog\/why-recipients-mark-your-transactional-email-as-spam\" data-type=\"blog\" data-id=\"154751\">recipient has marked you as spam<\/a>, it means that they didn&#8217;t want to sign up for your emails or are very unhappy with the content of your communication. Unfortunately, sometimes, it is just a way for the recipient to clean up their inbox.<\/p>\n<p>However, <a href=\"https:\/\/spotler.com\/en-gb\/blog\/behind-the-spam-folder\" target=\"_blank\" rel=\"noreferrer noopener\">spam complaints can become a deliverability issue<\/a>, and ESPs (email service providers) take them very seriously.<\/p>\n<p>If your spam complaint rate gets particularly high, your ESP may choose to take action, even blocking your account. Prevent the result of <strong>(Number of spam reports\/number of emails delivered) x 100<\/strong> to go over a few per cent. <\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"heatmapping\">Heatmapping<\/h2>\n<p>It is not technically a metric, but heat mapping is something we recommend all email marketers practice and monitor.<\/p>\n<p>Heatmapping allows marketers to see which parts of their emails are receiving the most engagement. For instance, which links are clicked on the most, how far through the email recipients scrolled, and if they are clicking images that don&#8217;t link to anywhere.<\/p>\n<p>All of the above is insightful data that tells you <em>how<\/em> recipients are engaging with your emails.<\/p>\n<div class=\"wp-block-group has-light-green-background-color has-background is-vertical is-layout-flex wp-container-core-group-is-layout-8cf370e7 wp-block-group-is-layout-flex\">\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-b0b89ccb\"><\/div>\n<h3 class=\"wp-block-heading has-dark-blue-color has-text-color has-link-color wp-elements-893f91a2e289c3139a94bd2709b56dc3\">Are you struggling to monitor the effectiveness <br \/>of your email marketing?<\/h3>\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-b0b89ccb\"><\/div>\n<p>Email marketing metrics <em>don&#8217;t have to be a headache<\/em>.<\/p>\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-b0b89ccb\"><\/div>\n<p>Using our email marketing software, you can automatically access the metrics, results, and insights that will matter most to your strategy.<\/p>\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-b0b89ccb\"><\/div>\n<p>And of course, <a href=\"https:\/\/spotler.com\/en-gb\/contact\" data-type=\"page\" data-id=\"83920\">our Customer Success experts are always on hand to help<\/a>.<\/p>\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-d613cd94\"><\/div>\n<p><strong>Sign up for a quick demo to see what makes email marketing with Spotler so easy:<\/strong><\/p>\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-16d1eb73\"><\/div>\n<p><script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\nvar 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method='post' enctype='multipart\/form-data'  id='gform_67'  action='\/en-gb\/wp-json\/wp\/v2\/blog\/129643' data-formid='67' novalidate><input type=\"hidden\" value=\"0\" name=\"gpps_page_progression_67\" \/>\n                        <div class='gform-body gform_body'><div id='gform_fields_67' class='gform_fields top_label form_sublabel_below description_below validation_below'><div id=\"field_67_23\" class=\"gfield gfield--type-text gfield--input-type-text gfield--width-full field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_hidden\"  ><div class=\"admin-hidden-markup\"><i class=\"gform-icon gform-icon--hidden\" aria-hidden=\"true\" title=\"This field is hidden when viewing the form\"><\/i><span>This field is hidden when viewing the form<\/span><\/div><label class='gfield_label gform-field-label' for='input_67_23'>Prefill<\/label><div class='ginput_container ginput_container_text'><input name='input_23' id='input_67_23' type='text' value='Email Marketing' class='large'    placeholder='none'  aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_67_59\" class=\"gfield gfield--type-text gfield--input-type-text gfield--width-full field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_hidden\"  ><div class=\"admin-hidden-markup\"><i class=\"gform-icon gform-icon--hidden\" aria-hidden=\"true\" title=\"This field is hidden when viewing the form\"><\/i><span>This field is hidden when viewing the form<\/span><\/div><label class='gfield_label gform-field-label' for='input_67_59'>EID<\/label><div class='ginput_container ginput_container_text'><input name='input_59' id='input_67_59' type='text' value='none' class='large'      aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_67_58\" class=\"gfield gfield--type-html gfield--input-type-html gfield--width-full gfield_html gfield_html_formatted gfield_no_follows_desc field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><h5 style=\"padding-top: 1px\">Your details:<\/h5><\/div><fieldset id=\"field_67_34\" class=\"gfield gfield--type-name gfield--input-type-name gfield--width-quarter gfield_contains_required field_sublabel_hidden_label gfield--no-description field_description_above hidden_label field_validation_below gfield_visibility_visible\"  ><legend class='gfield_label gform-field-label gfield_label_before_complex' >Your information<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/legend><div class='ginput_complex ginput_container ginput_container--name no_prefix has_first_name no_middle_name no_last_name no_suffix gf_name_has_1 ginput_container_name gform-grid-row' id='input_67_34'>\n                            \n                            <span id='input_67_34_3_container' class='name_first gform-grid-col gform-grid-col--size-auto' >\n                                                    <input type='text' name='input_34.3' id='input_67_34_3' value=''   aria-required='true'   placeholder='First name'  \/>\n                                                    <label for='input_67_34_3' class='gform-field-label gform-field-label--type-sub hidden_sub_label screen-reader-text'>First name<\/label>\n                                                <\/span>\n                            \n                            \n                            \n                        <\/div><\/fieldset><div id=\"field_67_24\" class=\"gfield gfield--type-email gfield--input-type-email gfield--width-quarter gfield_contains_required field_sublabel_below gfield--no-description field_description_below hidden_label field_validation_below gfield_visibility_visible gpev-field\"  data-field-class=\"gpev-field\" ><label class='gfield_label gform-field-label' for='input_67_24'>Email address<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_email'>\n                            <input name='input_24' id='input_67_24' type='email' value='' class='large'   placeholder='Email address' aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_67_35\" class=\"gfield gfield--type-phone gfield--input-type-phone gfield--width-quarter gfield_contains_required field_sublabel_below gfield--no-description field_description_below hidden_label field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_67_35'>Phone<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_phone'><input name='input_35' id='input_67_35' type='tel' value='' class='large'  placeholder='Phone number' aria-required=\"true\" 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