Unlock Email Success: The Essential Metrics Cheat Sheet
Email marketing metrics can be overwhelming. Every platform shows you different numbers, every expert has their own "must-track" metrics, and somehow you’re supposed to make sense of it all while actually running campaigns.
The more metrics people track, the less likely they are to take meaningful action. It's not because they don't want to improve – it's because they're paralyzed by data.
Why We Need Better Metrics
Most email platforms default to showing open rates and click rates. These metrics are easy to track and understand, but they don't tell you what really matters: is your email marketing actually helping your business grow?
We've seen companies celebrate 40% open rates while their revenue stagnates. We've watched teams optimize for clicks that never convert. And we've done it ourselves – spending hours tweaking subject lines to improve open rates that ultimately didn't impact our bottom line.
Finding What Actually Works
Through our work, we've learned that the most valuable email metrics are often unique to each business. But how do you find out what metrics matter most for your company?
What drives revenue in your business model? For some companies, it's purchase frequency. For others, it's average transaction value. Understanding this helps you focus on metrics that directly tie to your bottom line.
How do your customers typically engage with your emails? Maybe they need multiple touches before converting, or perhaps they make quick decisions. This behavior should inform which engagement metrics matter most.
What can you actually influence through email? There's no point tracking metrics you can't impact. Focus on measurements that help you make concrete decisions about your email strategy.
Looking Ahead
Every business's email program is different. What works for a boutique might not work for a direct seller. What matters to a small business might be irrelevant for a financial company.
The key is to start with your business goals and work backward. Identify the specific actions that drive value for your company. Map out how email supports those actions. Then measure what matters for that journey.
Don't get caught up in industry benchmarks or "standard" metrics. Focus on understanding how email marketing drives value for your specific business. That's where you'll find the metrics that actually matter.
