To succeed in email marketing, measurement is everything. In 2025, tracking the right key performance indicators (KPIs) allows marketers to optimize campaigns for impact—not just activity.
Core KPIs to Measure:
Open Rate: Still useful, especially with Apple Mail Privacy changes partially mitigated by predictive tools. High open rates indicate strong subject lines and sender trust.
Click-Through Rate (CTR): A measure of engagement. Analyze which links get clicked and test CTA placement and copy.
Conversion Rate: The most important KPI—did the emergency hospital contacts recipient take your desired action? Tie email clicks to actual purchases or form submissions.
Bounce Rate: High bounces hurt deliverability. Keep lists clean and use double opt-ins.
Unsubscribe Rate: Signals content fatigue or mismatch. If it spikes, reevaluate frequency and relevance.
Advanced Metrics:
Revenue per Email: Especially critical in e-commerce, this tracks ROI for every email sent.
Engagement Over Time: Look at trends over weeks or months to measure campaign health.
Inbox Placement Rate: Tools like GlockApps can help track whether emails land in the inbox or spam folder.
How to Improve KPIs:
Test everything: subject lines, send times, design, and CTAs.
Segment and personalize emails based on behavior and preferences.
Clean your list regularly to maintain strong engagement.
Use AI to predict optimal timing and content for different users.
Align email goals with business objectives—each campaign should move a metric that matters.