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Track These 6 KPIs as Part of Your Email Marketing Strategy

Despite predictions, emails are still one of the most powerful and useful marketing tools available for your web marketing strategy. With great features like target market segmentation, it’s easier than ever for content creation teams to drive website traffic through informative, eye-catching and relevant emails. These are some of the most important key performance indicators (KPIs) to track to measure the performance of your strategy.



  1. Conversions: This refers to every action completed by the recipient that results from the email or call to action. It ultimately refers to completed sales, but it’s important to track other conversions too – downloading a mobile app, signing up for an additional newsletter, etc.
  2. Click-to-open rate: This is a great way to measure the effectiveness of your content creation strategy, as it measures unique clicks. This allows you to see how many of your subscribers were interested enough in your content to click-through and read about it.
  3. Bounce rate and delivery rate: The percentage of your emails that reach your subscribers is known as your delivery rate, and the percentage that doesn’t is known as your bounce rate. This will give you useful insight into the quality of your subscriber data. Look for hard bounces (incorrect or non-existent email addresses) and soft bounces (usually due to a technical error like a server being down)
  4. Website traffic: Emails are often read on-the-go, for example, during a commute. Later on, your recipient may decide to visit your website as a result. If you see increases in website traffic for 12 hours after you sent your email, it’s a good sign than your content creation and web marketing team is on the right track.
  5. Subscription list numbers: It’s important that growing your subscription list is one of your web marketing goals, otherwise you will find that your list diminishes over the years. Keep an eye on the numbers and get your content creation team to implement some incentives, like 10% discounts for new subscribers and competitions. Include a newsletter sign-up widget on your website to encourage new subscriptions from your website traffic.
  6. Spam complaint rates: When someone unsubscribes, have them tick a box on a list of options to determine why they no longer want your content. While there always will be some unsubscribes, it’s important that you aren’t receiving too many spam complaints, as this can actually result in your emails being blocked by ISPs.
If you’d like assistance with content creation or your email marketing strategy, speak to local digital marketing specialists. They know just what it takes to deliver a high-impact email marketing campaign that boosts your website traffic!
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