Sending emails is only half the job in email marketing. To know whether your campaigns are working, you need to track performance and analyse the results. Email marketing platforms such as Mailchimp make this easy by reporting on key metrics, but it is important to understand what they mean and how to compare your results against industry benchmarks.
Why metrics matter
Measuring your email campaigns allows you to:
- See how engaged your audience really is
- Identify what is working and what needs improvement
- Benchmark your performance against industry standards
- Make data driven decisions that improve results over time
Without tracking, you’re only guessing. With analysis, you can refine your subject lines, content, calls to action and send times with confidence.
Essential metrics to track
Here are the core metrics you should focus on when reviewing your campaigns:
- Open rate: The percentage of subscribers who open your email. This shows how effective your subject line and preview text are at grabbing attention.
- Click rate: The percentage of recipients who click a link in your email. This reflects how compelling your content and calls to action are.
- Click to open rate (CTOR): The percentage of people who clicked after opening. This metric highlights the relevance of your content for those who do engage.
- Bounce rate: The percentage of emails that could not be delivered. High bounce rates can indicate issues with list quality.
- Unsubscribe rate: The percentage of people who opt out after receiving an email. A high rate may mean you are sending too frequently or that your content is not meeting expectations.
- Revenue generated / conversion rate (if applicable): The percentage of recipients who take your desired action, such as making a purchase or signing up for an event. This is often the ultimate measure of success.
Industry benchmarks
Benchmarks are valuable for giving an indication of what “good” looks like for your metrics. You can use these industry-specific benchmarks as goalposts to your success, but remember these are global averages. Your results will vary depending on your sector and audience, so use them as a guide, not a rule.
| Industry | Average Open Rate | Average Click Rate | Average Bounce Rate | Average Unsubscribe Rate |
|---|---|---|---|---|
| All industries (average) | 34.23% | 1.33% | 0.85% | 0.11% |
| Ecommerce | 30.50% | 1.01% | 0.80% | 0.10% |
| Education | 38.49% | 1.68% | 0.60% | 0.09% |
| Healthcare | 36.50% | 1.64% | 0.70% | 0.10% |
| Retail | 33.30% | 1.10% | 0.90% | 0.12% |
| Non-profit | 41.16% | 1.76% | 0.70% | 0.08% |
Source: Mailchimp, 2024
How to use benchmarks effectively
- Don’t panic if your numbers are below average. Benchmarks are useful for context, not a final grade.
- Compare against your own past performance first. If your open rate improves from 20% to 25%, that is progress even if the industry average is higher.
- Look for trends over time. Consistency is more important than a single campaign’s performance.
Final thoughts
Tracking performance and analysing email metrics is the only way to know if your campaigns are really working. Focus on the essentials like open rate, click rate and conversions, then compare against industry benchmarks for context. Above all, measure against yourself and aim to improve steadily with each campaign.
