Email Analytics Guide
Turn email data into actionable insights. Learn what to track, how to analyze it, and optimize for maximum ROI.
$42
ROI per $1 spent
4.2B
Daily emails sent
99%
Check email daily
6 Essential Email Metrics to Track
Formula:
(Unique Opens / Delivered) × 100
How to improve:
Better subject lines, sender name, preview text
Can be inflated by email clients that auto-load images
Formula:
(Unique Clicks / Delivered) × 100
How to improve:
Clearer CTAs, better copy, relevant content
Focus on unique clicks, not total clicks
Formula:
(Conversions / Delivered) × 100
How to improve:
Landing page optimization, offer relevance
Requires proper tracking setup
Formula:
(Bounced / Sent) × 100
How to improve:
List hygiene, email validation, authentication
High bounce rates hurt sender reputation
Formula:
(Unsubscribes / Delivered) × 100
How to improve:
Better targeting, frequency management
Sudden spikes indicate content/frequency issues
Formula:
(Revenue - Cost) / Cost × 100
How to improve:
Segmentation, personalization, automation
Requires accurate revenue attribution
Industry Benchmarks 2025
Compare your performance against industry standards to identify improvement opportunities.
| Industry | Open Rate | CTR | Unsubscribe |
|---|---|---|---|
| SaaS/Technology | 22.7% | 2.8% | 0.31% |
| E-commerce | 16.8% | 2.3% | 0.27% |
| B2B Services | 21.3% | 2.7% | 0.25% |
| Healthcare | 23.4% | 3.1% | 0.29% |
| Financial Services | 20.9% | 2.5% | 0.24% |
| Real Estate | 19.7% | 1.9% | 0.32% |
Advanced Metrics for Power Users
Calculation: New Subscribers - Unsubscribes / Total List Size
Indicates if your audience is growing sustainably
Calculation: Forwards or Shares / Delivered
Shows content quality and viral potential
Calculation: Emails in Inbox / Total Delivered
Shows deliverability health
Calculation: Total Revenue / Emails Sent
Direct measure of email profitability
Your Email Analytics Process
Set Clear Goals
Define what success looks like for each campaign
Use SMART goals: Specific, Measurable, Achievable, Relevant, Time-bound
Track the Right Metrics
Focus on metrics that align with your goals
Lead gen = CTR, Sales = Conversion Rate, Engagement = Open Rate
Segment Your Analysis
Break down performance by audience segments
Compare by industry, company size, engagement level, geography
Test and Iterate
Run A/B tests on every campaign element
Test subject lines, CTAs, send times, content length
Create Action Plans
Turn insights into specific improvements
Document what worked, what didn't, and what to test next
Monitor Trends
Look beyond individual campaigns
Track 30-day, 90-day, and yearly trends for strategic insights