Unveiling the Metrics Magic: A Deep Dive into Email Marketing ROI

24th May 2023




Unveiling the Metrics Magic: A Deep Dive into Email Marketing ROI

A Deep Dive into Email Marketing ROI

When it comes to measuring the success of your email marketing campaigns, are you just skimming the surface or really diving deep? Sure, open rates and click-through rates (CTRs) provide valuable insights, but they are just a small part of the bigger picture.

In this blog post, we’ll explore three often-overlooked but crucial metrics: email deliverability, conversion rates, and overall ROI. Armed with this knowledge, you can truly tap into the power of email marketing and significantly boost your business growth.

  • Deliverability: The First Hurdle 🚀

    Email deliverability is the first step to successful email marketing. It refers to the percentage of emails that actually land in your subscribers’ inboxes, as opposed to their spam folders.

    As of 2021, the average global email deliverability rate was 79.6%, according to a study by Validity. This means that more than 20% of emails don’t even reach the inbox. If your deliverability rate is lower than the average, your campaigns might be running on empty.

    To improve email deliverability:

    – Make sure your subscribers have opted-in to receive emails from you.
    – Avoid using spam trigger words in your subject lines and content.
    – Maintain a consistent sending frequency.
    – Regularly clean your email list to remove unengaged subscribers.

  • Conversion Rates: The Real Deal 🎯

    Conversion rate is a measure of the people who take the desired action after opening your email. This could be making a purchase, signing up for a webinar, or filling out a survey.

    According to Mailchimp’s industry benchmark report, the average email conversion rate across all industries was around 2.1% in 2021. However, this figure can vary greatly depending on the nature of your business and the purpose of your emails.

    A high conversion rate indicates that your email content resonates with your audience and drives action. It’s a testament to the relevance and value you provide. To improve your conversion rates:

    – Write compelling and clear call-to-actions (CTAs).
    – Personalize your emails to cater to your audience’s interests and needs.
    – A/B test different email elements to discover what works best.


  • ROI: The Ultimate Measure of Success 💰

    Return on investment (ROI) is arguably the most critical metric for any marketing campaign. It tells you whether the money you’re spending on your campaigns is yielding profitable returns.

    According to the Data & Marketing Association, the median ROI for email marketing was $42 for every $1 spent in 2021. This indicates the immense potential of email marketing when done right.

    Calculating email ROI is fairly simple:

    [(Revenue earned through the campaign – Cost of the campaign) / Cost of the campaign] x 100

    This gives you a percentage figure that represents your return.

    To boost your email marketing ROI:

    – Segment your audience to deliver more relevant emails.
    – Invest in quality content that provides value to your audience.
    – Leverage automation to send timely and personalized emails.


Remember, these metrics aren’t independent of each other. They are intertwined and all play a part in the success of your email marketing strategy. By monitoring them closely, you can constantly optimize your campaigns and maximize your email marketing ROI.

Email marketing isn’t a set-it-and-forget-it type of deal. It’s an ongoing process of learning, tweaking, and improving. So, keep a close eye on these metrics, and your business will be on the road to greater success.

Stay tuned to our blog for more insights into the world of email marketing. Until then, happy emailing! 💌


Post by Nicole Adams

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