Email Marketing Analytics Tools: 5 Great KPIs to Monitor

Email marketing is a powerful tool for businesses of all sizes. But in order to make the most of it, you’ll to use the right email marketing analytics tools. In this blog post, we will discuss the different email tracking statistics that you need to be aware of, and how they can help you improve your email marketing campaigns. We will also talk about KPIs (key performance indicators) in email marketing and what they mean for your business. So if you want to learn more about email marketing analytics, and guide your email outreach to the next level, keep reading!

Email Tracking Analytics

Email tracking statistics are important because they help you understand how your email marketing campaigns are performing. For example, by tracking email opens, clicks and conversions, you can see which emails are getting the most engagement, and which ones are falling flat. This information can then be used to improve your email design, subject lines, and content.

In order to get a bit of a better scope of baseline statistics for your type of business, check out the analysis below. If you’re below the average in your niche, check where improvements can be made. If your exceeding the average, you’re in a good place, so look for further opportunities to leverage.

Statistics - Email marketing analytics tools average statistics by industry.
The above from a Campaign Monitor study –

Built in Email Tracking Analytics Tools

Built in email tracking analytics is a feature that is included in some email marketing platforms. This feature allows you to track email opens, clicks, and conversions. This information can then be used to improve your email design, subject lines, and content. As it’s provided by the ESP (email service provider), the technical details of implementation will already be taken care of for you.

It’s prudent to be aware of the upsides and downsides of automated tracking of email marketing analytics tools. Some of the benefits include:

  • Save time by not having to install email tracking software.
  • Get integrated email analytics from the email marketing platform you’re already using.
  • Be able to see how your email design is performing in real time, and make changes as needed.
  • Gain a better understanding of what your customers are interested in, so that you can tailor your emails accordingly.

And it pays to keep tabs on any downsides. In this case, the most common are:

Email Creation that Includes Tracking

It’s a good idea to put email tracking codes in email. You can put the email tracking code into email templates and when the email is sent out, it will tell you how many people open your email, what they clicked on in your email and generally how they reacted to it, etc. For Many ESPs, their email marketing analytics tools can already include this.

For tracking, in this case, I’m talking here about the more common statistics associated with the email sending and receiving related:

  • Open rate
  • Click rate
  • Bounce information (hard and soft)
  • Unsubscribe rate
  • Delivery

Not all ESPs will provide free access to all email marketing analytics tools. With some of them, you need to upgrade to a higher service package to get additional analytics.

You’ll need to add an email tracking code if you’re doing this manually. The 2-step process usually goes something like this:

  1. Go to your tracking application, and follow their steps to obtaining tracking codes.
  2. Then use a plain text editor (or HTML editor) application and add the tracking code to each element you want to track

Granted, the creation of the tracking tool (in your application), and related will include several steps.

In a similar idea, you can use a URL shortener (which is super easy to see the statistics for) and then in your regular analytics, track the use of those shortened URLs.

Some of the ones I’ve seen used by small businesses, are fairly common:

There are no definitive standalone email marketing analytics tools, that I’ve ever come across. Instead, they are typically built into the ESP services. Going from there, here are three I’ve seen most recently, while working with small business clients:

Mailchimp – Provides standard tracking analytics, and an easy way to integrate with your Google Analytics (for more robust information).

Moosend – They provide activity reports and graphs, which makes it easier to see trends and changes.

EasySendy – They help us send email through different services, and provide heatmaps, session recordings of clicks and taps, etc.

Email Design that Uses External Elements for Tracking

Some email designs include external images and pixels that people use to track email. That way, email designers can tell if someone opened their email or not by looking at the stats. Some email creators also use these pixels when they are testing emails to make sure they have a good design. They can see how many people opened the email and which parts of it they clicked on. This is a great way to improve your email marketing techniques by seeing what works and what doesn’t.

Any good email marketing analytics tools will enable image features in this manner.

This will not help with email applications (at the receiving end) that block the loading of images, but in some cases it can help provide a better vision of how your email message performs.

Using Email Marketing Analytics Tools to Evaluate A/B Email Testing

Email A/B tracking is the practice of sending different email versions (A and B) to a portion of your email list, in order to measure their relative effectiveness. This allows you to see which version is more successful in terms of driving clicks, opens, or conversions. You can then use this information to improve your email campaigns.

When conducting email A/B tests, it’s important to have a goal in mind. Some common goals include increasing click-through rates, open rates, or conversion rates. Once you know what you’re trying to achieve, you can use email tracking analytics to measure the results of your test. Again, the most effective email marketing analytics tools will include A/B testing (and provide the results).

Using Tracking Analytics to Create Better Customized Email

One of the benefits of email marketing analytics tools, is that they can help you create better, more customized email messages. By tracking email opens, clicks, and conversions, you can get a better idea of what type of content is most appealing to your audience. This information can then be used to create email messages that are more likely to engage your subscribers.

In addition, email marketing analytics tools can also help you determine the best time to send email messages. By analyzing data about when people are most likely to open and click on email messages, you can schedule your email campaigns to coincide with these times.

What are KPIs (Key Performance Indicators) in Email Marketing?

Key performance indicators (KPIs) are metrics that you use to measure the success of your email marketing campaigns. There are a variety of KPIs that you can track, but some of the most common include open rates, click-through rates, and conversion rates.

Email marketing analytics tools do not specifically focus on KPIs, but the analytics they provide gives you the information to improve your email campaign, and therefore your KPIs.

What are Important KPIs to Monitor?

There are a number of important KPIs to monitor in email marketing, but some of the most important include:

  1. Revenue Growth – This metric measures the overall growth of your email marketing revenue.
  2. Client Retention Rate – This metric measures how many of your email subscribers are still active subscribers.
  3. Revenue Per Client – This metric measures the average amount of money that each email subscriber spends with you.
  4. Profit Margin – This metric measures the percentage of your email marketing revenue that is profit.
  5. Customer Satisfaction – This metric measures how satisfied your email subscribers are with your service.

Monitoring these KPIs will help you to see how effective your email marketing campaigns are and where you can improve. As mentioned your email marketing analytics tools will let you know where improvements are needed.

Email analytics is a great way to improve your email marketing skills and techniques. By tracking email opens, clicks, and conversions, you can get a better idea of what type of

By tracking these KPIs, you can get a better idea of how well your email marketing campaigns are performing and make necessary adjustments to improve your results.

Monitoring email marketing KPIs is essential to the success of your email campaigns. By tracking the right KPIs, you can identify areas where your campaigns need improvement. This will help you create more successful email marketing campaigns that achieve your business goals.


Email marketing platforms need to include email marketing analytics tools in order to be able to see opportunities for improvement and capitalize on them. By using analytics tracking, email creators can better understand what content is successful in driving clicks, opens or conversions and use this information to improve their email campaigns. Email A/B testing tools are essential for understanding what elements of an email results in the best possible outcomes for a campaign.

Finally, email marketing analytics tools can help marketers create better customized emails that appeal more to subscribers by taking into account data about which types of content are most successful. Knowing which KPIs (key performance indicators) to monitor is important for gauging the success of email marketing campaigns. In short, email marketing analytics tools provide insights that allow email marketers to make informed decisions.

You can learn much more about email marketing by visiting our Small Business Email Marketing posts. As well as find out more about Email Analytics.


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