BONUS

Your Guide to Understanding & Mastering

Email Metrics for Growth
Your email list IS and will always be the #1 most important AND profitable asset
in your business. That’s why understanding your email metrics is critical to the
success of your business.

I created this guide to provide clarity on the four key email metrics that are
crucial for tracking, along with benchmarks to aim for and tips to increase
your conversions.

These metrics are not mere numbers; they are insights into the behavior and
preferences of your ideal audience. By understanding and analyzing these
metrics, you can fine-tune your strategy to ensure maximum engagement
and effectiveness.

Whether you’re promoting a service, sharing news, or selling a product,

these metrics will guide you in nurturing your building relationships with
your subscribers.

A tip before you read further: when you consistently show up for your audience
and email your subscribers (whether that’s 10 people or 10,000), you will see your
email list grow AND your metrics improve as well. The key is consistency and
paying attention to what’s resonating with your audience.

As you develop a relationship with your subscribers and send emails that serve
and cater to them, they’re going to want to open your emails and engage with
your content – giving you more data to study.

Let’s dive in!

© AMY PORTERFIELD AND LIST BUILDERS SOCIETY. ALL RIGHTS RESERVED.

 WH E N TO T RAC K YO U R E M A I L M E T R I C S

As a general rule of thumb, I suggest you review the metrics of each email you
send once a week. You can check sooner, but wait at least 24-48 hours to give
your subscribers enough time to open and interact with your email, providing a
more accurate picture of its performance.

However, if you’re conducting a time-sensitive campaign (like a flash sale or a

survey you need feedback on immediately), you might want to check the stats
sooner to make quick adjustments if needed.

Email Metric #1: Open Rate

Your Open Rate indicates the percentage of subscribers who opened your email. It’s a very
telling metric as it reflects the initial interest in your email topic/message.

How to Track: Most email marketing platforms provide built-in analytics and reporting
features that allow you to monitor various metrics, including your Open Rate stats.

To calculate the Open Rate percentage on your own:

Take the number of emails opened divided by total emails delivered (AKA emails
sent that did not “bounce” - when an email you’ve sent is not delivered to the
recipient’s inbox and is instead returned to you because the email address is not
valid, the email inbox is full, etc.).

Benchmark Open Rate Conversion Percentage: Will vary, but aim for 20-40%.

TIPS to Increase Your Open Rate:

I Test multiple subject lines to see what performs best. Most email service providers,
or ESPs, offer a feature known as A/B testing, also referred to as split testing
I Include a short snippet of content that appears next to or below the subject line in
your subscribers’ inbox (called Preview Text) to entice them to open the email
I Add an emoji to your subject line to help your email stand out
I Try sending your email at a different time or day to see if you get more opens
I Ensure your emails are mobile-friendly since many subscribers will be viewing on
their smartphone

© AMY PORTERFIELD AND LIST BUILDERS SOCIETY. ALL RIGHTS RESERVED.

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Email Metric #2: Click-Through Rate (CTR)
Your Click-Through Rate (CTR) measures the percentage of email subscribers who clicked
on one or more links contained in your email. It’s a very telling metric, as it reflects the interest
in the content you’re directing them to or the action you’re asking them to take.

How to Track: Most email marketing platforms provide built-in analytics and reporting
features that allow you to monitor various metrics, including your CTR stats.

To calculate the CTR percentage on your own:

1. Divide the number of clicks by the number of opened emails (not just delivered).
2. Multiply the result by 100.

Benchmark CTR Conversion Percentage: Will vary, but aim for 2-4%.

TIPS to Increase Your Click-Through Rate:

I Include compelling email body copy

I Include one single call-to-action (CTA) inside each email
I Make sure your CTA is visible, relevant, and compelling
I Include multiple opportunities to click on your single CTA throughout your copy
I Add more urgency in your copy
I Try using timers in your email if there’s a deadline associated with a paid offer
I Ensure your emails are mobile-friendly since many subscribers will be viewing on
their smartphone

Email Metric #3: Conversion Rate

Your Conversion Rate is the percentage of people who click through and complete a
desired action, such as a purchase or signing up for a workshop/webinar or other event
where registration is required. A good conversion rate indicates the relevance and
persuasiveness of your message.

How to Track: Simply integrate your email service provider with the desired landing page
(like a freebie opt-in, sales page, or webinar registration page) using a straightforward
tracking code or an easy-to-use integration tool provided by your email platform.

© AMY PORTERFIELD AND LIST BUILDERS SOCIETY. ALL RIGHTS RESERVED.

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 To calculate the Conversion percentage on your own:

1. Track the number of conversions generated from the email sent.

2. Divide this number by the total number of opened emails (not just delivered).
3. Multiply the result by 100 to get the percentage.
Benchmark Conversion Rate Percentage: Typical conversion rates are around 1-8%, but
goals can vary widely by type of email sent, industry, and specific action you want your
subscriber to take. Click here for some rates based on industry/niche.

TIPS to Increase Your Conversion Rate:

I Use subscriber data to create relevant, personalized content (use tagging and
segmentation in your email service provider to help)
I Offer compelling reasons for taking the desired action
I Make sure your CTA is clear and located in a few places throughout your email
I Show up consistently so your subscribers know who you are and the value
you provide
I Ensure your emails are mobile-friendly since many subscribers will be viewing on
their smartphone

Email Metric #4: Unsubscribe Rate

Your Unsubscribe Rate measures the percentage of subscribers who opted out of your
email list after receiving an email. This metric provides insights into how well your audience
is receiving your emails and whether your content remains relevant to them.

NOTE: You will always have unsubscribers. This is a metric you don’t need to be too
concerned with. Just keep an eye on it; if you see massive unsubscribes, you’ll want
to look into why that might be. Reasons for this might be that you’re NOT attracting
the right kind of people to your list, or you’re not emailing the right type of content
that truly resonates with those subscribers.

How to Track: Most email marketing platforms provide built-in analytics and reporting
features that allow you to monitor various metrics, including your Unsubscribe Rate stats.

© AMY PORTERFIELD AND LIST BUILDERS SOCIETY. ALL RIGHTS RESERVED.

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 To calculate the Unsubscribe Rate percentage on your own:

1. Identify the number of unsubscribes from a specific email sent.

2. Divide this number by the total number of delivered emails, then multiply by 100
to get the percentage.

Benchmark Conversion Rate Percentage: A typical unsubscribe rate is below 0.5%.

TIPS to Decrease Your Unsubscribe Rate:

I Make sure you’re attracting the right people to your email list
I Deliver content that resonates with your target audience/subscribers
I Tailor your emails to different segments of your audience to increase relevance (use
tagging and segmentation in your email service provider to help)
I Ensure your emails are mobile-friendly since many subscribers will be viewing on
their smartphone

© AMY PORTERFIELD AND LIST BUILDERS SOCIETY. ALL RIGHTS RESERVED.

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