Skip links

7 Must-Track KPIs for Email Marketing in a Small Business

Table of Contents

When it comes to small business marketing, email remains a cornerstone of effective communication and conversion. Just as we navigate through the challenges and victories of employee engagement in the modern workplace, understanding and harnessing the power of email marketing is vital for growth and success. 

Today, we delve into email marketing metrics, where numbers tell a story of engagement, reach, and ultimately, the health of your marketing efforts. Let’s explore the seven must-track Key Performance Indicators or KPIs for email marketing that serve as the pulse of your campaigns.

1. Open Rate: The Gateway to Engagement

Imagine your email as a virtual handshake, an initial gesture to engage. The open rate, a pivotal metric, measures the percentage of recipients who extend their hand back by opening your email. 


It’s the first step in a dance of digital communication, where open rates typically range between 15% to 25% across industries. A high open rate signifies compelling subject lines and sender names, marking the success of your email in capturing initial attention.

Why Your Open Rate Matters for Growth

The open rate is your first indicator of how well your email resonates with your audience. It’s the crucial first step in connecting with your audience and setting the stage for further engagement. 

Here are some tips you can use to improve your email open rates:

  1. Start with curiosity-inducing, clear, and concise subject lines
  2. Use actionable language and avoid spammy words
  3. Tailor your emails to address your audience’s specific interests and needs
  4. Divide your email list into smaller groups based on demographics, past purchases, or engagement levels to send more targeted content
  5. Regularly conduct A/B tests on different subject lines and see which versions yield better results
  6. Experiment with different sending times and days to find out when your audience is most likely to open emails
  7. Regularly remove inactive subscribers to improve overall open rates and ensure you’re reaching an engaged audience

Improving your open rates is key to email marketing success and overall business growth. For insights on scaling your business, including funding opportunities, check our guide on how to apply for small business funding.

2. Click-Through Rate (CTR): Beyond Opening to Engaging

Once your email is opened, the journey continues to the click-through rate (CTR). Your CTR measures the percentage of recipients who click on links within your email. A higher CTR indicates that your content and calls-to-action are effectively engaging your audience, moving them from interest to action.

Try brainstorming or researching best practices for boosting CTRs. There are many effective strategies floating around you can leverage.

Why CTR Matters For Growth

CTR is a crucial indicator of your email content’s effectiveness. A high CTR signifies that your message is compelling enough to motivate action. It’s a testament to the relevance and appeal of what you’re offering.

Here are some tips you can use to elevate your CTR: 

  1. Tailor your content to address the specific interests and needs of your audience segments
  2. Your CTAs should be clear, action-oriented, and easy to spot
  3. Break down your email list into smaller, more focused groups for more targeted and relevant messaging
  4. Incorporate eye-catching images, graphics, or videos that complement your message and encourage clicks
  5. Regularly test different aspects of your email, such as CTA button colors, placement, or wording, to see which variations perform the best
  6. Ensure your email design is clean, with a focus on highlighting the CTA
  7. Continuously monitor your CTR and make data-driven decisions to refine your strategy

3. Conversion Rate: Turning Clicks into Sales

Your conversion rate is the end result of your email marketing efforts. It represents the percentage of recipients who click and take a specific action; whether that’s a download, a sign-up, or a purchase. This KPI is the true measure of your email’s power to drive the outcomes you desire.

Why Conversion Rates Matter for Growth

Conversion rates are the core goal of your email strategy. It bridges the gap between mere communication and achieving business goals. A high conversion rate indicates that your emails are effective catalysts, propelling your audience to take actions that align with your objectives.

On the other hand, a low conversion rate may suggest that your emails need improvement in terms of content, design, targeting, or the offer you’re presenting.

Here are some tips you can use to help boost your email conversion rates: 

  1. Your calls to action should be unmistakable and persuasive, guiding the reader to the next step without any confusion
  2. Ensure that your email content directly addresses the interests, pain points, and desires of your audience
  3. Tailor your messages to different segments of your audience to increase relevance and the likelihood of conversion
  4. Keep your content focused and concise by ensuring every element of your email nudges the reader towards the action you want them to take
  5. Make sure your emails and landing pages are user-friendly, with a straightforward design that facilitates quick actions
  6. Regularly monitor your conversion rates and analyze the data to understand what drives your audience to convert
  7. If you need to, consult with a professional who may be able to give you the insight you need to improve conversions

4. Bounce Rate: Ensuring Your Messages Arrive in Their Inbox

Your bounce rate is a vital sign of your email campaign’s health, indicating the percentage of emails that don’t reach recipients. It’s categorized into hard bounces (permanent delivery failures) and soft bounces (temporary issues). An optimal bounce rate is crucial for ensuring your messages successfully reach your audience’s inboxes.

Why Bounce Rates Matter for Growth

A high bounce rate signals problems with email list quality or deliverability issues. It can damage your sender reputation, making it harder for your emails to get through. A low bounce rate is essential for effective email marketing and maintaining a good standing with email providers.

Follow these guidelines to reduce the bounce rate of your email campaigns:

  1. Regularly remove invalid or inactive addresses to reduce hard bounces and improve overall deliverability
  2. Remove hard-bounce addresses immediately, and monitor soft bounces for patterns
  3. Regularly check the health of your email list by looking for signs of aging or list decay
  4. Partner with a provider that offers good deliverability and helps in managing bounce rates effectively
  5. Use email testing tools to check for potential delivery issues before sending out a campaign
  6. Encourage subscribers to whitelist your email address to avoid your emails being marked as spam

5. List Growth Rate: Expanding Your Digital Reach

Your list growth rate measures how effectively you’re attracting new subscribers, reflecting the expansion of your digital presence. A positive growth rate signifies a growing, engaged subscriber base. Two things that are essential for email marketing growth and success.

Why Your Email Growth Rate Matters for Growth

Email lists naturally decay over time, making a steady list growth rate vital for replenishing and expanding your audience. It’s a testament to how well your methods attract new subscribers and help you reach more people.”

Tips you can follow to boost the growth rate of your list:

  1. Entice potential subscribers with compelling offers, discounts, or exclusive content
  2. Create valuable resources like eBooks, webinars, or whitepapers that require an email sign-up to access
  3. Promote your email list on your social media platforms, highlighting the benefits of subscribing
  4. Use paid advertising or partnerships to reach a broader audience interested in your niche
  5. Ensure that the process is straightforward and accessible from all your digital platforms
  6. Encourage current subscribers to refer friends in exchange for perks or rewards
  7. Offer fresh, relevant content that aligns with your audience’s interests to keep them engaged and attract new subscribers
  8. Continuously monitor your list growth rate and adapt your strategies based on what works best

6. Unsubscribe Rate: Keeping Your Audience Tuned In

Your unsubscribe rate is a nuanced metric in email marketing, indicating the percentage of subscribers who choose to leave your email list. This rate offers valuable insights into your content’s alignment with your audience’s expectations and interests.

Why Your Unsubscribe Rate Matters for Growth

A low unsubscribe rate is a positive sign, suggesting that your emails resonate with your audience. It indicates that your content is relevant, the frequency of emails is well-received, and your audience remains interested. Conversely, a high unsubscribe rate may point to issues like content misalignment or email fatigue.

Here are some tips to help you manage your unsubscribe rates:

  1. Consistently provide content that is valuable and pertinent to your audience’s interests
  2. Pay attention to how often your audience wants to hear from you and adjust your email frequency accordingly
  3. Use segmentation to tailor your content to different audience groups, enhancing relevance and engagement
  4. Ensure that the process of unsubscribing is easy and user-friendly, as a complex process can frustrate subscribers and damage your brand’s reputation
  5. Implement exit surveys for unsubscribing users to gain insights into why they are leaving so you can refine your content strategy as you grow
  6. Regularly analyze your unsubscribe rate for patterns or spikes that might indicate specific issues needing attention
  7. Experiment with different types of content, subject lines, and email formats to see what resonates best with your audience

7. Email Sharing and Forwarding Rate: Amplifying Your Reach

The email sharing/forwarding rate are distinctive KPIs for email marketing that illuminate the virality and appeal of your content. It tracks the percentage of recipients who find your emails engaging enough to share with others, whether by forwarding or via social media. It’s also one of the most effective ways to gain insight into how effectively you’re using social media.

Why Email Sharing Matters for Growth

A high sharing/forwarding rate indicates that your content strikes a chord with your audience, compelling them to amplify its reach. It’s a marker of content that’s not just read but valued, leading to broader reach and potentially attracting new subscribers.

Here are some tips to help you get more content into the hands of future subscribers: 

  1. Develop content that is interesting, informative, and relatable
  2. Incorporate elements like intriguing infographics, insightful quotes, or useful tips that are naturally share-worthy
  3. Add clear ‘share’ and ‘forward to a friend’ buttons in your emails and ensure these buttons are strategically placed for easy access
  4. Offer rewards, discounts, or access to exclusive content for subscribers who share your emails
  5. Craft subject lines that pique curiosity or promise value, increasing the likelihood of your emails being opened and shared
  6. Prompt your readers to share their thoughts or experiences related to the email content, fostering a sense of community
  7. Monitor which emails get shared the most and identify patterns so you can use these insights to refine your email content strategy

Industry Benchmarks and Comparisons: Navigating Through the Numbers

Understanding how your email marketing KPIs stack up against industry standards is crucial for gaging the effectiveness of your strategies. Let’s break down the average benchmarks for each KPI:

  • Open Rate: Typically ranges between 15% to 25% with a higher rate indicating exceptional subject-line effectiveness and audience engagement
  • Click-Through Rate (CTR): Averages between 2% and 5% with the higher end signifying content and calls-to-action that resonate well with your audience
  • Conversion Rate: Generally lies between 1% to 5% with a higher rate pointing to highly effective calls-to-action and audience alignment with the offer
  • Email Sharing/Forwarding Rate: There’s no industry-standard benchmark for this KPI, but a higher rate is always desirable as it signifies engaging share-worthy content.
  • Bounce Rate: A healthy bounce rate should be close to zero for hard bounces and below 2% for soft bounces, with rates higher than these suggesting issues with quality or deliverability
  • List Growth Rate: Around 10% annually is considered healthy while exceeding this rate indicates highly successful subscriber acquisition strategies
  • Unsubscribe Rate: Ideally should remain below 0.5%, rates higher than this may indicate content misalignment or frequency issues

Get More Industry Insights to Grow Your Business With Email Marketing

To elevate your business growth, focusing on these key KPIs for email marketing is recommended. They’re vital for gaging campaign effectiveness and fostering audience engagement.

Start tracking and refining these metrics to make each email more impactful. For more actionable insights, explore our expertly written content on our blog. We have everything you need, whether you’re just starting out or seeking tips to help you scale big.   

Share on:
Picture of Albert
Albert, as Editor-in-Chief of, emphasizes practical and real-world business insights, covering growth strategies and marketing innovations. His expertise shines through in the site's content, which blends thorough analysis with actionable advice, establishing as a go-to source for professionals and enthusiasts.

Leave a comment


Table of Contents
This website uses cookies to improve your web experience.