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17 email newsletter metrics to look out for 2023 🧵👀

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17. Email Client & Device Usage These metrics listed may look different on desktop vs. mobile devices. More people than ever are browsing from their phones. If you know which apps or device types your subscribers are using, you can optimize your email campaigns accordingly.

16. Email Deliverability Rate Email deliverability rate is the percentage of emails that successfully reach the intended inbox. You can calculate email deliverability by dividing the number of successfully delivered emails by the total number of emails sent.

15. Spam Complaints This is the # of people who mark your emails as spam. When someone sends your emails to the spam folder, that’s a sign that they do not want to receive any more emails from you. This is likely because they don’t believe that your emails are delivering value.

14. Unsubscribe Rate The unsubscribe rate is the number of people who leave your email list in a certain time period. You calculate the unsubscribe rate by dividing the number of unsubscribes by the total number of subscribers.

13.1 Soft bounces occur when an email is returned to the sender because of a temporary issue with the recipient’s email server, such as a full inbox or a server outage. Email bounce rate is calculated by dividing the number of bounced emails by the total number of emails sent.

13. Email Bounce Rate This is the number of emails that are returned to the sender as undeliverable. Two types of email bounces: hard bounces (HB) & soft bounces. HB occur when an email is returned to the sender because the recipient’s email address is invalid or nonexistent.

12. Return on Investment (ROI) Email marketing ROI, or return on investment, measures the profitability of your email marketing efforts. It’s a way to see how much money you’re making from your email marketing campaigns compared to how much money you’re spending on them.

11. Subscriber Acquisition Cost This is the average money spent to bring in a new subscriber. This might include buying ad campaigns, paying marketing staff to set up optin forms, or creating content that drives search traffic which converts to subscribers.

10. Subscriber Lifetime Value Subscriber lifetime value is an estimate of how much an individual subscriber is likely to contribute to your revenue over the course of their subscription period. This is an approximate average rather than an actual number.

9.1 If you sent a promotional email to 100 subscribers and generated $5,000 in revenue, your RPS would be $50 per subscriber. RPS is a way to measure how valuable each individual subscriber is to your bottom line.

9. Revenue Per Subscriber This is how much revenue you’re generating for each subscriber on your list. You calculate it by taking the total amount of revenue from a campaign and dividing it by the number of subscribers who received that campaign.

8. Revenue Per Email Revenue per email is simply how much money you generate from each email sent. It’s a way to see how effectively your email marketing campaigns are driving revenue for your business.

7. Conversion Rate Email conversion rate measures how many people take a specific action after receiving your marketing email. That action might be following you on social media, reading a blog post, visiting a sales page, or making a purchase.

6. Forwarding Rate Forwarding rate is how often your subscribers forward your emails to someone else. It’s similar to sharing rate in that it measures how interesting your content is and how well you’re connecting to your subscriber networks.

5.1 The sharing rate is calculated by dividing the number of times your emails were shared by the number of times they were opened. So, it’s a measure of how many people who opened your email went on to share it with others.

5. Sharing Rate The sharing rate is a metric that measures how often subscribers are sharing your emails with others. It’s a way to see how viral your emails are and how effectively you’re tapping into your subscribers’ networks.

4. List Growth Rate This is a measure of how well your email acquisition efforts are doing. A high list growth rate means that you’re attracting lots of new subscribers to your email list. A low list growth rate might mean that your lead magnets or optin forms need improvement.

3. Click-to-Open Rate Click-to-open rate (CTOR) is the ratio of clicks to email opens. It only measures clicks from the emails that were opened, and therefore gives a more accurate picture of email engagement than clickthrough rate alone.

2. Clickthrough Rate Your clickthrough rate (CTR) is how many subscribers click on any links you’ve included in your email. If you sent an email to 100 subscribers, and 27 of them clicked on the call-to-action (CTA) button, your clickthrough rate would be 27%.

1. Email Open Rate 📧 Open rate is how many people actually open the email that you send to them. If you sent a marketing email to 100 subscribers, and 50 of them opened the email, your open rate would be 50%.

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