The Problem with Vanity Metrics
Let’s start with the elephant in the inbox: open rates. They’ve long been the go-to metric for judging email success, but with Apple Mail Privacy Protection (and similar changes across platforms), open rates have become increasingly unreliable. A high open rate doesn’t guarantee engagement or conversions. What really matters is what people do once they open your email.
The Email Marketing Metrics That Actually Matter
1. Click-Through Rate (CTR)
What it is: The percentage of email recipients who clicked a link within your email.
Why it matters: Click-through rate is a strong indicator of how relevant, compelling and well-structured your content is. It shows whether your message resonates enough to prompt action.
What to do with it:
• Test different CTAs
• Improve link visibility and placement
• Segment your audience for more tailored messaging
2. Click-to-Open Rate (CTOR)
What it is: The percentage of recipients who clicked a link after opening the email (clicks ÷ opens).
Why it matters: CTOR tells you how engaging your email content is after it’s opened. It’s a better indicator of quality than open rate alone.
What to do with it:
• Test subject lines and email content separately
• Refine email design and copy
• Personalise content based on user behaviour
3. Conversion Rate
What it is: The percentage of recipients who took a desired action, like making a purchase, filling out a form or downloading a resource.
Why it matters: This is the holy grail. It connects your email campaign to real business outcomes.
What to do with it:
• Track conversions using UTM parameters and Google Analytics
• Use clear, single-focus CTAs
• Align landing pages with your email content
4. Bounce Rate (Hard & Soft)
What it is: The percentage of emails that couldn’t be delivered.
• Hard bounces: Permanent delivery failures (invalid email addresses)
• Soft bounces: Temporary issues (full inboxes, server errors)
Why it matters: A high bounce rate harms your sender reputation and deliverability.
What to do with it:
• Regularly clean your email list
• Use double opt-ins to confirm addresses
• Monitor hard bounces and remove invalid contacts promptly
5. Unsubscribe Rate
What it is: The percentage of recipients who opt out after receiving your email.
Why it matters: Unsubscribes can indicate content fatigue, poor targeting, or irrelevant messaging.
What to do with it:
• Review email frequency
• Improve targeting and segmentation
• Offer preference centers instead of a one-click goodbye
Engagement Over Time
Look beyond individual campaigns. Are subscribers engaging with you week after week? Or are you only getting one-click wonders?
Tracking engagement over time helps you identify loyal subscribers, segment your audience better, and send more effective nurture sequences.
Final Thoughts
Don’t get distracted by inflated opens or feel-good numbers. The best marketers focus on metrics that connect directly to engagement, action, and revenue.
By tracking what matters—and acting on it—you’ll build stronger campaigns, deliver more value, and see email marketing for what it truly is: a powerhouse for growth.
