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How do I track an email marketing campaign?

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If you’re running an email marketing campaign, it is imperative that you track it with a set of key metrics that would reveal the health of the campaign. Below are some important KPIs (Key Performance Indicators) that one can use to track an email marketing campaign.

  • Open Rate
  • Click-Through Rate (CTR)
  • Click to Open Ratio (CTOR)
  • Unsubscribes
  • Bounce Rate
  • Spam Complaints

Open rate is pretty straight-forward. It tracks the percentage of people who opened your emails. This gives a clear indication of the people who are interested in your emails. This also tells you if your subject line is good enough. If you’re testing a new subject line, this is the metric to look at.

Click-Through Rate (CTR) is a standard metric across the web which tells you the percentage of the people clicked on the desired link. If you send your mail to 100 people of which 5 people click on the link, your CTR will be 5%. This is indicative of your mail content and how persuasive it is. This is one of the key metrics that marketers use to track the performance of their campaigns along with CTOR.

Click to Open Ratio (CTOR) is similar to CTR but it gives a clearer picture of the people who clicked on the link. Instead of calculating the percent from all those whom you’ve sent an email, it calculates the percent from people who’ve opened the mails. Suppose you send a mail to 100 people of which only 50 people open it and only 5 people click it, your CTOR will be 10%.  

Un-Subscription /Unsubscribe rate is something you should track on a general basis. It tells you how many people are unsubscribing and after receiving which types of emails. If a particular email in the campaign triggers a host of unsubscriptions, you know something is wrong with it. Apart from that, people keep unsubscribing every now and then and it is better to keep a check on that number. 

Bounce rate indicates the number of people who never received the email in the first place. If your bounce rate is completely off the charts, it is time to figure out solutions for email deliverability. There are two kinds of email bounces, hard and soft bounces. A hard bounce indicates permanent failure of email delivery whereas a soft bounce indicates temporary failure of email delivery. 

Spam complaints tell you the number of people reporting your emails for spam. If a particular email is getting a lot of spam complaints, you might have to check spam keywords in your subject and body text. It is always better to keep spam complaints as low as possible. This will improve your sender score and ensure that future emails don’t land up in spam directly. 

These are some of the key metrics that marketers can use to track email marketing campaigns.