Email Marketing: What to Measure and What Counts as Good?

Email marketing has always been a powerful tool in the world of online business.

To truly harness its potential, understanding the key metrics that define success is crucial.

In this article, we will explore the essential email marketing statistics, shedding light on what you should measure and what can be considered good. So, grab a cup of coffee and let’s delve into the world of email marketing!

The Significance of the Open Rate

When it comes to email marketing, the open rate holds a vital role. It represents the percentage of recipients who actually open your emails, indicating their level of engagement and interest.

Recent statistics show that the average email open rate across industries stands at 29.9%. But how does this translate to success in your webshop or online marketing campaign?

As a rule of thumb, achieving an open rate of 25% or higher is considered good for webshops.

It shows that a significant portion of your audience is actively interested in your brand and message. On the other hand, if you manage to surpass the 35% mark, congratulations! You are in the realm of outstanding performance.

If your open rate falls below the 25% benchmark, it’s time to roll up your sleeves and work on improvement. Start by optimizing your subject lines, making them compelling and personalized. Experiment with different tones, lengths, and offers to entice your audience to click that elusive “Open” button.

Unleashing the Power of Click-Through Rate

Once your emails are opened, the next critical metric to evaluate is the click-through rate (CTR). This measures the percentage of recipients who clicked on a link within your email, taking them to your website or landing page. A CTR of 1.5% or higher is generally considered satisfactory.

Why does the CTR matter?

Well, it signifies the effectiveness of your email content and the level of engagement it generates.

If your audience is compelled enough to take action by clicking through, it means your message resonates with them. To boost your CTR, focus on crafting compelling calls-to-action, clear and concise messaging, and visually appealing email designs.

Keeping the Unsubscribe Rate in Check

While measuring success is important, it’s equally crucial to keep an eye on the unsubscribe rate.

This metric indicates the number of subscribers who choose to opt-out after receiving your emails. For instance, if you delivered 3000 emails, and 20 subscribers unsubscribe, your unsubscribe rate would be 0.6%.

A low unsubscribe rate is typically a positive sign, showing that your email content aligns with your subscribers’ expectations. However, if you notice an unusually high unsubscribe rate, it’s time for a reality check. Revisit your email strategy and evaluate whether you are consistently delivering relevant, valuable content.

To reduce the unsubscribe rate, pay attention to the frequency and relevance of your emails.

Ensure that your subscribers are appropriately segmented, so they receive content tailored to their specific interests. Additionally, provide an easy way for recipients to update their preferences or email frequency, allowing them to stay engaged without feeling overwhelmed.


Understanding the email marketing statistics that matter can significantly enhance your campaign’s performance. Remember, an open rate of 25% or higher and a CTR of 1.5% or more are good indicators of success. Keeping your unsubscribe rate in check while consistently delivering valuable content will strengthen customer relationships and propel your email marketing efforts to new heights.

By regularly monitoring and improving these metrics, you can fine-tune your email marketing strategy, nurture customer engagement, and achieve remarkable results. So, put these insights into action and witness the transformative power of effective email marketing.

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