Home Digital Marketing Maximizing the ROI of your electronic mail marketing campaign with metrics and analytics

Maximizing the ROI of your electronic mail marketing campaign with metrics and analytics

Maximizing the ROI of your electronic mail marketing campaign with metrics and analytics

Despite the great changes in the world of communication, the effectiveness of email marketing cannot be questioned. It remains one of the most effective options for marketers. Business marketers can use it for a variety of purposes, including audience engagement, building brand loyalty, and driving conversions.

To maximize your return on investment, you need to work on metrics and analytics that can truly transform your messaging marketing operation. It ensures that you gain valuable insights into your campaign and optimize strategies for the best possible results. It is a comprehensive review of the different factors that can have an impact on the unit. We discuss the importance of email retail ROI and how to use analytics to improve it.

You can also use HTML email templates to improve marketing ROI and get better results.

ROI Importance of Email Marketing

Email marketing is not just about designing the best possible messages and sending them to users. Rather, ROI measurement also has critical value for the marketer. It is a key factor when measuring the success of your campaign. Email commerce can be improved if the marketer pays attention to metrics and analytics that help unlock the full potential of their marketing campaign.

It is through marketing ROI that you gain useful insights into the success and impact of your emails. Thus, when you analyze them, you can decide how much funds to allocate to the next phase and how it is possible to improve.

Key Email Marketing Success Metrics

Here are some key marketing metrics that can help decide the success of the campaign. They help optimize your success and achieve goals without any kind of failure.

Open rates

This metric shows how many recipients opened the mailbox. By analyzing this percentage, you can decide if your subject lines and other efforts have been effective or need improvement.


Click-through rates refer to the percentage of users who have clicked on the links that have been included in the emails. It shows how much you have engaged the reader and how interested they are in your email. By analyzing CTR, you can improve conversion and ROI.

To calculate CTR, you can apply the formula of total clicks or unique clicks divided by the number of emails delivered x 100. For example, 50 total clicks divided by 10.00 emails delivered x 100 = 5% click-through rate.

conversion measures

Conversion rates mean the desired steps you have been submitted for. Shows whether the reader responded to the CTA and took the desired action, such as making a purchase, downloading a resource, filling out a form, etc. It is through the conversion that a marketer can easily decide if improvement is necessary.

To calculate conversion rates, you can apply the formula of the number of people who completed the desired action divided by the total number of emails delivered x 100. For example, 40 people divided by 1,000 emails delivered x 100 = 4% of conversion rate.

Unsubscribe fees

Unsubscribe rates show the number of users who unsubscribed from emails. It shows if your marketing campaign is working well or if you need to improve it. It also shows the relevance of messages to users.

bounce rates

The bounce rate shows the number of messages that were not delivered. It can have multiple negative impacts, and you need to make sure that it is reduced. It is through this that you can identify where the problem lies and why the unit is not delivering the desired results.

The bounce rate can be calculated as the total number of bounced messages divided by the number of emails sent x 100. For example, 100 bounced emails divided by 10,000 total emails sent x 100 = 1% bounce rate.

forwarding rate

It is the rate at which the recipient of your mail has shared or forwarded your mail. Although it’s not that significant compared to CTR or conversion rates, it’s still worth considering.

You can count this with the number of clicks on a share/forward button divided by the total number of items delivered x 100. For example, 200 clicks divided by 10,000 items delivered x 100 = 2% forward rate.

These were some of the marketing metrics that can be helpful in tracking your email performance, the well-being of your email list, and progress toward your goals.

Some best practices and strategies

We’ve worked through some of the best practices and strategies that can deliver the desired results and can help create a reliable marketing ROI formula. These are given as follows.

goal setting

You need to define the objectives of the campaign and then prepare the emails accordingly. Once you define goals, it’s possible to track progress over time.


It is necessary to segment the list according to the specifications of the users. Thus, it will help to send personalized emails, which will generate better results. Therefore, the ROI will automatically improve.

A/B testing

An experiment with different variables is required to see how much each impacts your progress. These include the subject line, CTA, send times, content format, etc.

CRM integration

Marketing automation platforms not only make your job easier, but also ensure that each customer is served according to their needs. So you don’t need to worry about data synchronization, message personalization, automated workflows, etc.

Continuous Analysis and Optimization

Ongoing data analysis using data analysis tools will ensure that you get information that is free from bias and error. It can help refine strategies, while also helping to increase ROI.


ROI from email marketing can be greatly improved by paying attention to metrics and analytics. These two are the key to understanding whether your email marketing campaign is a success or not producing the desired results. The metrics and analytical indicators mentioned above can help improve operations without any problem.


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