When it comes to email marketing, there are key metrics that you need to be familiar with in order to be successful. That’s because you’ll need to consider and evaluate key email marketing metrics in order to make educated decisions that will improve your efforts.

These metrics and terminology will also discourage you from sending emails that may be sent to the spam filter and from annoying your subscribers.

We have therefore broken down the key terms that any email marketing professional needs to know in order to achieve winning results:

List Segmentation

Though this is not an email marketing metric – it is still a key term that any email marketer needs to recognize and use effectively. This is because segmenting your email lists will help you achieve excellent automation performance.

Segmentation is the division of email subscribers into smaller categories or groups based on specific criteria. Usually, segmentation is used as a differentiation tool to offer more specific email marketing to subscribers based on their geographic position, preferences, history of purchases, and more.

There are so many ways to break down the lists – by sector, age, place, new and returning customers, and the list goes on. If you need help building some powerful automations to drive your leads, let our email marketing experts create your campaign.


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In terms of measuring your results and identifying opportunities to improve on your email marketing efforts, it is crucial to understand the following metrics:

Unsubscribe Rate

Much like you want to pay attention to your open rates to see which subject lines are most successful and your click rates to see which promotions lead to the highest number of visits to your website, you need to pay attention to your unsubscribe rate by email. If you experience an increase in unsubscribing from a specific email, you’ll need to examine precisely what your subscribers didn’t like and avoid these aspects in future campaigns.

Bounce Rate

The bounce rate in the email marketing world is the percentage of emails that have not been delivered to your campaign. If your bounce rate is high, there might be a problem with your email or domain that you are sending from, so make sure you always check your bounce rate before you send an email.

There are two types of bounces, a hard bounce and a soft bounce – two very important marketing terms you need to know in order to run successful email campaigns.

Spam Percentage

Before you send your email, some email marketing providers will give your email a spam score based on the number of links included in it and the spam trigger words that appear throughout it. There are specific  keywords to avoid, particularly in the subject line of your email, otherwise your email could be lost in your subscriber’s spam filters.

Hard Bounce

You will definitely see bounces in your email campaigns. Hard bounces are emails that have not been sent. There are generally two explanations for this. The email might be incorrect, so if you have a limited list of subscribers, check to make sure your email address is right or you have been blocked.

That’s why it’s so important to make your email list organic. This indicates that you have received emails from people and have their express permission to send emails to them. Don’t buy mailing lists. This can really affect you in the long run – if enough people are blocking or marking you as spam, your deliverability will plummet.

Soft Bounce

A soft bounce means that your email was sent but bounced back because the mailbox was full, their email server was down at the time of delivery, or maybe the email was too high. Some email APIs will continue to attempt to send to these emails many more times before they give up. If the soft bounces continue, finally the API will delete the email address from your subscriber list.

Open Rate vs Total Open

Some email platforms will display you an open rate as well as the number of total opens. It is important to know the difference between these two words in email marketing. Your email open rate shows you how many users opened your email. Often people go back and open the same email two or three times, particularly if there is a coupon or special offer associated with it. Total will open accounts for any time your email has been accessed.


Boost your email marketing efforts by keeping a close eye on the key terms and metrics mentioned above. If you need any assistance with your email marketing, get in touch with us and our talented team of email marketing specialists will be happy to assist you.