Statistics on the Effectiveness of Email Marketing

Email marketing statistics can be extremely revealing. They can tell you a lot about a company’s performance, the effectiveness of its campaign, and much more.

However, getting these statistics can be quite difficult, especially if you want to compare apples to apples. That is why we have compiled this detailed list of email marketing statistics, which will make it much easier for you to make informed business decisions and track the success of your email marketing campaign.

Open Rates And Click-Through Rates

When an email is opened by a recipient, the sender will often see this as a sign of interest, and may assume there was something valuable in the mail. According to MailChimp, the average open rate for an email is about 28%. That means that only about 1 out of every 4 emails sent to a consumer audience will actually be read by the person on the receiving end. For businesses and marketers, this is typically seen as a bad sign, as it means that the email did not do its job of enticing the recipient to click on a link or button, or to take some sort of action. Many email marketing services, including MailChimp, provide tools to measure the click-through rate of an individual email.

If you are looking for a quick snapshot of how effective your email was in enticing someone to take an action, the CTR is a great indicator. MailChimp provides an estimate of the click-through rate of an email, which is the percentage of people who clicked on a link or button in the email, or took an action (such as making a purchase or signing up for a mailing list) after reading the email. The best way to get a good idea of the effectiveness of your email marketing is to compare the open and click-through rates of different emails you have sent out, and over time, watch these metrics change.

Cost Per Acquisition

This is a metric that measures the average cost of a conversion, or the action you are trying to get the person to take (such as making a purchase, opting in for a mailing list, or filling out a form). In general, the cost-per-acquisition for an email marketing program will vary based on many factors, including the type of action you are trying to get the person to take, and the overall performance of your campaign.

As a rough estimate, you can use this metric to compare the cost-per-acquisition for traditional advertising methods, such as newspaper ads, with the cost-per-acquisition from an email marketing campaign. It is also a good indicator of whether or not the person opening your email has actually ‘acted’ on your email, as the cost-per-acquisition tends to be higher for ‘passive’ opens. Email marketing services, such as MailChimp, provide tools to easily track cost per acquisition, both for individual emails and for entire campaigns. As a basic rule of thumb, the cheaper the email deliverability, the higher the cost per acquisition.

Cost Per Action Or Sign-up

This is a metric that measures the average cost of getting a person to take a certain action (such as making a purchase, downloading a file, or subscribing to a mailing list). This cost can vary widely, but is usually dictated by the type of action you are trying to get the person to take, and how successful you want your email marketing program to be in driving that action. If you are looking for a one-stop-shop to quickly find this information, check out this comprehensive guide by HubSpot on how to calculate the average cost per action.

Conversion Rate

This is the percent of people who took the desired action (such as making a purchase, downloading a file, or subscribing to a mailing list) after being sent a particular piece of marketing material (such as an email, SMS text, or MMS).

To better understand how effective your email was in prompting someone to take a certain action, you can use tools provided by the email marketing service you are partnered with, to view the demographics and behavior of your recipients, and compare this to similarly-targeted groups.

Bounce Rate

This is the percent of people who opened an email, but did not ultimately click on a link or take an action (such as making a purchase or signing up for a mailing list).

The bounce rate for an email measures the percentage of people who opened an email, but did not engage with it in any way. This includes people who just opened the email or clicked on a link in the email, but did not continue reading the email, or take action.

A high bounce rate usually signifies that the email was not well-designed or communicated the necessary information. If you are not getting enough engagement from your audience, it may be a good idea to revise your strategy and try again.

Frequency Of Email Openings And Fills

When someone opens your email, it is usually a sign that they are interested in what you have to say or offer. Depending on the email service you use, you will be able to track how often your emails are opened and how long it takes for the email to be opened and subsequently ‘died’ (i.e., the percent of people who opened your email, but did not interact with it after that).

If you use email marketing as a strategy to promote your business, the frequency of your email openings and the length of time it takes for someone to open and engage with your email can be very revealing. This is especially true if you want to determine the ‘quality’ of your audience. Are they interested in your product or service, or are they simply viewing you as a spammy advertiser who happens to have a great offer? The answer to this question will help you tailor your strategy and determine the effectiveness of your marketing efforts.

Subject Lines

Just because someone opened your email does not mean they will engage with your content. Even if they did not click on a link or take any sort of action, they may have simply skimmed the email’s subject line and decided your spam filter was getting a bit too aggressive, or that their inbox was already overflowing enough. For this reason, it is very important that you tailor your subject lines to be as enticing as possible. This is especially important if you are using a transactional email service, as most email clients will strip out all the HTML from your subject lines if you don’t use the right keywords and variations.

To get started, simply enter a keyword or phrase that best describes what you’re trying to market in the subject line, and make sure you include variations of this phrase (such as ‘buy this product’, ‘get this now’, and so on). If you ever want to change the way your emails look, you can use email marketing services to easily test different subject lines and determine which ones work best. Simply open your email and navigate to the ‘Email Marketing’ section in the dashboard. This is where all the pertinent information for your email marketing campaign will be found. You can also find a variety of ‘signature banners’ that you can use in your emails as banner ads or optin forms.


This refers to the general appearance of an email, whether or not it uses visual elements, and the overall ‘look and feel’ of your email campaign.

Depending on your email software, you may be able to access your email’s ‘design’ from within the email itself. However, if you are looking to improve the design of your emails, or just want to test out different designs, you can use a tool such as MailChimp’s ‘Design Studio’. This tool provides you with numerous mockups of all the different designs you can create, allowing you to choose the one that best suits your needs. You can also find different fonts, colors, and icons, and apply these changes across your entire campaign, in one place. It is also possible to ‘copy’ settings from one email and apply them to another, or to use them as a template for future emails. With just a few clicks, you can have a fully-branded, fully-designed email ready to send out.


In addition to design, the HTML (hypertext markup language) within an email can be used to quickly create ‘clickable words,’ or links to other websites, as well as photos and videos, which can all be used to create a rich media experience, and engage with your audience, through a combination of content and interactive features.

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