Email Marketing KPIs List

Email marketing KPIs measure the email market team’s operational efficiencies. Email marketing forms an essential part of the organization’s overarching digital marketing strategy, designed to drive traffic to the landing pages on the company’s website and convert visitors into returning customers.

Email Marketing Employee Objectives

The email marketing employee objectives are designed to track and measure the email marketing employee’s operational efficiencies over time, including reducing the bounce rate, improving the open email rate, improving the Click-Through Rate, and improving the conversion rate over time. The higher these KPIs, the greater the employee’s operational efficiencies.

  • Improve (reduce) bounce rate – This KPI tracks and measures the email marketing employee’s ability to improve or reduce the bounce rate over time. The higher this metric, the greater the extent to which the email marketing employee is able to improve or minimize this metric over time.
  • Improve open rate – This KPI tracks and measures the extent to which the email marketing employee is able to improve the open email rate over time. The higher this metric, the greater the email marketing employee’s ability to enhance the rate at which sendees open marketing emails over time.

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  • Improve open by device rate – This KPI tracks and measures the email marketing employee’s ability to improve the open-by-device rate over time. The higher this metric, the greater the extent to which the email marketing employee is able to improve the open-by-device rate over time.
  • Improve Click-Through Rate (CTR) – This KPI tracks and measures the extent to which the email marketing employee is able to add value to the organization’s digital marketing campaigns by improving the Click-Through Rate (CTR). The higher this metric, the greater the email marketing employee’s ability to enhance the Click-Through Rate (CTR) over time.
  • Improve conversion rate – This KPI tracks and measures the extent to which the email marketing employee is able to improve the conversion rate over time. The higher this metric, the greater the email marketing employee’s ability to increase the email conversion rate over time.
  • Improve (reduce) the unsubscribe rate – This KPI tracks and measures the extent to which the email marketing employee is able to improve or reduce the unsubscribe rate over time. The higher this metric, the greater the email marketing employee’s ability to add value to the digital marketing campaign by lowering the unsubscribe rate over time.

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Email Marketing Manager Objectives

The email marketing manager objectives are designed to track and measure the manager’s operational efficiencies over time, including aspects like increasing the email list’s growth rate, improving the ROI on emails sent, proofreading emails for clarity, grammar, and spelling, and ensuring that all emails follow industry policies and best practices.

  • Improve the email list’s growth rate – This KPI tracks and measures the extent to which the email marketing manager is able to improve the email list’s growth rate over time. The higher this metric, the greater the email marketing manager’s ability to increase the mailing list’s growth rate over time.
  • Improve email ROI – This KPI tracks and measures the extent to which the email marketing manager is able to improve the email ROI over time. The higher this metric, the greater the email marketing manager’s ability to increase the email ROI over time.

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  • Identify target audience and grow the company email list – This KPI tracks and measures the extent to which the email marketing manager is able to identify the organization’s target audience and grow its email list. The higher this metric, the greater the email marketing manager’s ability to identify the organization’s target audience and increase its email list.
  • Ensure mobile-friendly email templates – This KPI tracks and measures the extent to which the email marketing manager ensures that the email marketing team uses mobile-friendly email templates to send emails. The higher this metric, the greater the email marketing manager’s operational efficiencies.
  • Write newsletters, including all company updates – This KPI tracks and measures the extent to which the email marketing manager is able to write newsletters, including all company updates. The higher this metric, the greater the email marketing manager’s ability to write newsletters and include all the latest and relevant company updates.
  • Proofread emails for clarity, grammar and spelling – This KPI tracks and measures the extent to which the email marketing manager can successfully proofread emails for clarity, grammar, and spelling. The higher this KPI, the greater the email marketing manager’s ability to proofread emails for clarity, grammar, and spelling.
  • Ensure emails follow industry policies and best practices – This KPI tracks and measures the extent to which the email marketing manager is able to ensure that all emails sent follow industry policies and best practices over time. The higher this metric, the greater the email marketing manager’s operational efficiencies.

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Email Marketing Team Objectives

The email marketing team objectives are designed to track and measure the email marketing team’s operational efficiencies, including elements like improving the number of emails forwarded, increasing the number of social shares, reducing the number of spam complaints, and improving the ratio between the number of emails sent and opened.

  • Improve the revenue per subscriber – This KPI tracks and measures the extent to which the email marketing team is able to improve the revenue per subscriber over time. The higher this metric, the greater the email marketing team’s ability to increase the revenue per email subscriber over time.
  • Improve the revenue per email – This KPI tracks and measures the extent to which the email marketing team is able to improve the revenue generated per email over time. The higher this metric, the greater the email marketing team’s ability to increase the income generated per email over time.

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  • Improve the number of emails delivered – This KPI tracks and measures the email marketing team’s ability to increase the number of emails delivered over time. The higher this metric, the greater the extent to which the email marketing team is able to improve the number of emails delivered over time.
  • Improve the number of emails opened – This KPI tracks and measures the email marketing team’s ability to increase the number of emails opened over time. The higher this metric, the greater the extent to which the email marketing team is able to improve the number of emails opened by sendees over time.
  • Improve (reduce) spam complaints – This KPI tracks and measures the extent to which the email marketing team is able to improve or reduce the number of spam complaints acquired over time. The higher this metric, the greater the email marketing team’s ability to increase (or lower) the number span complaints received over time.
  • Improve social shares – This KPI tracks and measures the extent to which the email marketing team is able to improve the number of social shares over time. The higher this metric, the greater the email marketing team’s ability to increase the number of social shares over time.
  • Improve email forwards – This KPI tracks and measures the extent to which the email marketing team is able to improve the number of email forwards over time. The higher this metric, the greater the email marketing team’s ability to increase the number of emails forwarded over time.

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These email marketing KPIs are integral to ensuring that the email marketing team meets its core efficiencies. Although the oldest form of digital marketing, email marketing is still the most successful. Therefore, measuring these objectives is imperative to organizational success. They focus on tracking metrics grouped in the email marketing employee, team, and manager result areas.

It is requisite to measure and track these objectives because they offer insight into the email marketing strategy’s impact on the brand’s target audience. Metrics like bounce, rate conversion rate, and email ROI indicate how effective the overall email marketing strategy is at converting visitors to returning customers, as well as the total value that the organization generates per customer per email.

High-performing metrics are valued, for it means that the organization’s email marketing strategy is effective. On the other hand, the implementation of low-performing metrics needs to be revisited to ensure that employee, manager, and team performance improves over time.

Benefits of AssessTEAM cloud-based employee evaluation form for your email marketing team.

  • Use on all smart devices
  • Include custom KPIs
  • Keep historic trends
  • Include eSignatures
  • 360-degree feedback
  • Unlimited customization

A guided rollout is included with all our plans. Simply send us your job descriptions and we will set up your evaluations.
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