How To Measure Email Marketing Effectiveness in 2025

Measuring email marketing effectiveness is key to understanding digital marketing performance. No other marketing channel provides such granular, data-driven insights - analyzing email marketing is a dream for data buffs like me!

Some email campaigns I’ve worked on showed why conversions were low and how to improve them. This became crucial to increasing leads as a wider business, and it all came from knowing the right ways to measure email campaign success.

In this article, I’ll explain why measuring email marketing is important, from how I personally approach campaign metrics, to learning why beehiiv makes analyzing email marketing effectiveness simple.

Table of Contents

• Why Measuring Email Marketing Effectiveness Matters

• How I Approach Email Campaign Metrics

• Key Metrics for Email Marketing Success

  • Open Rates

  • Click-Through Rates

  • Conversion Rates

  • Bounce Rates

  • List Growth

• Tools I Use to Track Email Effectiveness

• Lessons Learned From Analyzing Email Campaigns

• Why beehiiv Simplifies Email Marketing Metrics

• Pro Tips To Improve Your Email Marketing Strategy

• Final Thoughts: Evaluating And Refining Your Approach

Why Measuring Email Marketing Effectiveness Matters

Let’s start with why measuring email marketing effectiveness is so important.

There are many reasons why you should measure your email campaigns. Here are my top reasons as an experienced email marketer.

Audience Understanding

Measuring the effectiveness of your email campaigns can help you understand more about your audience and what makes them tick. 

Your subscribers may be early birds so sending emails is more effective in the morning- perhaps while on their morning commute! 

This helps prioritize when you should send campaigns and when it may be more of a waste.

ROI

One of my favorite reasons to track email campaigns is to increase ROI (Return On Investment). ROI tells you how much of a return you’re getting on your campaigns, something that is super important if you’re spending on multiple marketing channels. 

Email is one of the best channels for understanding ROI, as you can track which conversions come from different marketing efforts and determine whether it’s worth putting more money into an acquisition channel or whether you need to pull back. 

Efficiency

Measuring email marketing effectiveness is great for promoting efficiency within your marketing. If you don’t know which campaigns are performing well, you could be wasting time on areas that really aren’t bringing you any value. 

You and your team can be far more efficient by understanding which areas of your email marketing work best and where you should be putting your team efforts.

Campaign Improvement

Overall campaign improvement is probably the biggest reason for measuring email marketing effectiveness. How can you expect to improve your results if you don’t know what they are in the first place? 

Use data-driven insights to produce analytics that will help you refine your email marketing strategies - check out this case study featuring the Debunker newsletter to learn how data-driven insights helped them grow to 100K subscribers!

How I Approach Email Campaign Metrics

I’ve been working on email campaigns for many years now and have developed my own approach to email campaign metrics to help me analyze results and improve strategy.

First and foremost, I make sure that all tracking metrics are set up right from the start of an email campaign. 

This sounds basic, but in the early days, I set up many a campaign that didn’t have all tracking elements in place, leaving me with wasted opportunities for tracking key metrics.

Once all my metrics are set up, I focus on a few key sends and wait for the data to come in. I focus on a few key metrics at a time, making little changes as I go so I know what changes work and which don’t.

My priorities when evaluating campaigns tend to be based on the following:

• Data sets: It’s super important when analyzing campaigns to have a decent data set to work with. It’s hard to justify making big decisions based on small email lists, so I try to work on list growth prior to carrying out major evaluations.

• List growth: Speaking of list growth, evaluating smaller campaigns can help to build subscriber numbers, giving you more data to work with in the future. For example, if my subscribers are super engaged with a campaign, I’ll embed a referral element in my next email to encourage them to recommend my list to a friend. This makes my rate of successful referrals go up, helping me to drive more engaged subscribers to my list.

• Engagement: Engagement is another KPI that I prioritize when analyzing campaigns. If I know my audience is engaged, it tends to snowball other positive KPIs such as conversion rate and ROI. If I notice my engagement rate is low on an email I’ve sent, it’s super important to find out why this is and make changes moving forward to keep my overall engagement rate up.

• Conversions: If your campaign isn’t producing anything tangible for your brand, was there really any point in sending it? Conversions can be anything from visiting your website to making a final transaction. Whatever it is that you decide to track, make sure you have some kind of goal conversion in mind when sending an email to keep focused on your primary objectives and produce real results from your campaigns.

Key Metrics for Email Marketing Success

Several key metrics are integral for measuring email marketing success.

These metrics help you better understand how your campaigns are performing so that you can make quick decisions for future improvement.

I’ll discuss each metric in detail over the next few sections so you understand what each means and how they can help with results.

Open Rates

The open rate of an email campaign is the percentage of subscribers who open an email that you’ve sent. This is one of the first indicators of how an email has performed, telling you the initial impression your subscribers felt before analyzing how they reacted to the email itself.

Open rates can provide key insights on a range of elements including:

• Subject line: If your campaign receives a low open rate, it could be that your subject line needs improvement. The subject line is the first part of your email a subscriber will see, so setting a first impression is vital to achieving a great open rate. Here are some tips on successful subject lines if you’re unsure!

• Preview text: Email preview text is the snippet of text that appears next to the subject line in a user’s inbox. This text can be changed when you create your email and is designed to give subscribers a quick summary of what the email is about. Getting this right can encourage your audience to open your email, so a low open rate may suggest your preview text needs some work.

• Deliverability: An email hitting a user’s spam box is an email marketer’s worst nightmare, and low open rates may suggest that your emails aren’t reaching the desired inbox. If you suspect this is the case, check out your deliverability stats within your email platform to see what you can do to improve your deliverability rate and therefore your open rate too.

• Email timing: The days/times you send your email can cause your open rates to fluctuate. Maybe your subscribers don’t check emails during work hours or at night time or maybe they work night shifts and check emails when they take a break.. To find out the best timings for your email campaigns, set up an A/B test where you send different emails at different times. This should make results clearer and improve your future open rates. 

Click-Through Rates

The CTR (Click-Through Rate) of an email tells you the percentage of subscribers that clicked on a link. This metric is super important in telling you whether your email was engaging, and if users felt your campaigns were compelling enough to click through to another page.

Some key points that CTR helps you to measure include:

• Conversion rate: If an email has a high CTR, it’s more likely to have a high conversion rate too. Perhaps a campaign of yours has a low conversion rate and you can’t figure out why - a first step would be to look at your CTR. If this metric is also low, you know to focus on improving this via your content on CTAs first before looking at other elements of your email.

• Effectiveness of content: Your content can also be informed by the CTR of an email. Content should be engaging and informative to your user, without being overly text-heavy. A low CTR could be improved by ensuring that your content is engaging, and flows seamlessly between text and images to be engaging to your audience.

• CTAs: The performance of your CTAs is closely linked to your overall CTR. If users aren’t clicking on your CTAs, this will result in a low CTR and a low conversion rate. It could be that your CTAs aren’t relevant to the content of your email. View your campaign as if you were a subscriber and see how easy it is to find a prominent call to action.

Conversion Rates

Conversion rate tells you the percentage of subscribers that complete a specific ‘goal’ on your email campaign. This could be making a transaction on your website from an email, or filling out a form and leaving their contact details.

Whatever the ‘goal’ is, it should be relevant to your business and provide useful data that can be used to understand if your marketing efforts are paying off.

Some key conclusions that can be drawn from measuring conversion rates include:

• ROI: Understanding your ROI is key to determining if the time and money you’re spending on a campaign are working. Conversion rates and ROI go hand in hand - with a high conversion rate often comes a strong ROI too.

• Engagement rates: You’re unlikely to have a high conversion rate if your audience isn’t engaged with your content. Focusing on actional outcomes can tell you what your subscribers really think of your brand, and whether you need to provide them with more information or incentives in order to reach that conversion goal.

• Overall campaign success: Conversion rates allow you to measure your overall campaign success - after all, if you know what your goals are and can see you’re completing them, you can replicate this for future campaigns! Keep a close eye on conversion rates when looking at surface-level campaign results - they may tell you more than you’d think when it comes to campaign performance.

Bounce Rates

Bounce rate is the percentage of emails that haven’t been delivered to your subscriber’s inbox. It could be that your email dreaded spam box - you really don’t want to risk this when sending important email campaigns!

While bounce rate doesn’t necessarily feel as important as metrics such as CTR or conversion rate, it’s very telling when it comes to measuring the effectiveness of a campaign. If you have a high bounce rate, there’s probably some work you need to do to ensure optimum deliverability so that your other metrics can improve too.

There are a few ways to maintain list hygiene and improve deliverability rates such as:

• Regularly clean email list: Regularly removing invalid email addresses can help to keep your mailing lists relevant, therefore increasing deliverability changes and improving bounce rate. Make sure to check your mailing lists for emails that are no longer valid or have obvious spelling errors.

• Email segmentation: Segmenting your email lists can help improve engagement rates, and ultimately reduce bounce rate. For example, you could segment your email list to only include email addresses that you know provide a low bounce rate - emailing content to these users will help improve your overall bounce rate and increase the chance of subscribers receiving your emails.

• Avoid spammy content: Spam words in your subject line or email content can be highly detrimental to your bounce rate. This is because the emails are being considered ‘spammy’ by an email server, potentially landing them a one-way ticket to the spam folder. Avoiding spam content such as ‘sale’, ‘free’, or ‘guaranteed’ can help to reduce spam scores and improve bounce rates. Here are some tips for reducing spam score over on the beehiiv blog if you’re stuck!

List Growth

The last key metric I’d like to discuss is list growth. 

List growth tells you the rate at which your list is growing over a period of time. It tends to be determined by the rate of new subscribers in comparison to the previous period.

It’s an important metric for email marketing effectiveness because provides insights into how the reach of your brand is improving and also gives you an idea of subscriber retention rates.

Some tips for improving list growth include:

• Embed sign-up forms on your website: Dropping sign-up forms on relevant pages of your website is a great way of growing your email lists. You could even segment your lists, and add specific sign-up forms to the most relevant pages (e.g., a sign-up form for marketing tips email list on a marketing page of your website).

• Use lead magnets: Giving your subscribers an incentive to sign-up is another good way of growing subscribers - this is also known as a lead magnet. You’ve probably seen these in the form of ‘Get 15% off for signing up to our mailing list!’ CTAs, but any incentive you can offer that your subscribers would be interested in can be super successful in getting more emails for your lists.

• Referral programs: Utilizing your existing subscriber base is another good way of generating more data for your mailing lists. You could set up a referral program using beehiiv to offer your active subscribers an incentive for recommending your mailing list to a friend - this could be exclusive access to merch, or extra perks as a subscriber. 

Why Listen to Me? I have been working in the digital marketing space for nearly 10 years, predominantly helping brands with their email marketing and online presence. I now specialize in creating great content for beehiiv to help people nail their email strategies!

Tools I Use to Track Email Effectiveness

I use a variety of tools to track the effectiveness of my email campaigns. These tools cut the wheat from the chaff, helping me to read the data efficiently and make smart decisions to improve my email marketing.

Some of my favorite tools to track email effectiveness include:

• Email platform analytics: Whichever email platform you use, there should be an analytics platform built in to help you see how your emails are performing. For example, beehiiv offers 3D analytics that provides data on how your subscribers and posts are performing, with other key metrics such as new subscribers, open rates, CTRs, conversion rate, and even which acquisition channels are bringing you the best results.

• Subscriber feedback: Knowing what your subscribers really think is one of my favorite tools when analyzing the effectiveness of my email campaigns. Metrics can only tell you so much - actually speaking to your subscribers and collecting data can give you results you’d never thought of. Try embedding a poll in your email, or just reach out directly and ask what your audience think!

• Automation software: There are many different types of automation softwares out there to make your email marketing more efficient. One of my personal favorites is Kickbox, a program that works alongside other tools to automatically clean your email list and ensure emails are only being sent to valid, active email addresses. I hate trawling through my email lists so Kickbox saves me time, and allows me to focus on creating emails.

Lessons Learned From Analyzing Email Campaigns

I’ve learned many lessons from analyzing email campaigns over my time as an email marketer. Evaluating campaigns is a great way of learning what works and what you’d do differently next time, particularly when it comes to data-driven metrics and email content.

A mistake I remember well in my early days of digital marketing was not testing campaigns on a range of devices. We had a low CTR and conversion rate for a campaign - our open rates were great, but we couldn’t seem to get enough people to click through to our website and complete a conversion. 

I also noticed that user behavior on mobile was pretty poor, so I decided some device testing was in order.

That’s when I tested the email campaign on a mobile device and wow. Elements were all over the place, CTAs weren’t showing correctly - it was no wonder our conversions were low!

I’ve also learned some common pitfalls in terms of analyzing certain metrics. 

When I was first starting out, it made sense to focus solely on one metric. However, seeing the whole picture would have helped me make more strategic decisions for the campaign as a whole. 

It’s also become clear over years of experience that every single campaign is different. While you can apply some of the same general rules to analyzing emails, you need to take each one individually and determine what works best for that specific example, in terms of industry, audience, and goals.

Why beehiiv Simplifies Email Marketing Metrics

A tool that I love for simplifying email marketing metrics is beehiiv. 

beehiiv was designed with analytics at its core, focusing on making campaign analysis as easy to evaluate and action as possible.

Some key ways beehiiv simplifies email campaign analysis include:

• Tracking capabilities: beehiiv offers a range of tracking capabilities to make it easy to understand how subscribers interact. From UTM parameters to tracking pixels, and easy links between programs such as Google Tag Manager, creators can find their favorite way of embedding tracking and learn from it.

• Intuitive reporting: With their intuitive 3D Analytics platform, beehiiv offers advanced analytics to creators from the very start of their email marketing journey. 

• Actionable insights: It’s one thing to have data to analyze, but it’s another to know what to do with the information you’ve gathered from a campaign. Something I love about beehiiv is their actionable insights, with their Subscriber and Posts reports giving you real data to evaluate and reform so that your next newsletter is your best yet.

There are lots of tools out there for measuring email marketing effectiveness, but in my opinion, beehiiv is the clear winner because it’s so easy to use for data analysis.

For example, email systems such as Substack and MailerLite offer analytics dashboards with core metrics such as bounce rate, open rate, and click rate, but they’re pretty limited when compared to beehiiv 3D Analytics.

3D Analytics can be used to separate subscriber data by source, set up A/B testing, carry out audience segmentation, and focus on conversion to truly achieve results. It’s difficult to find another tool on the market that allows you to get as granular in terms of data-driven insights, while still focusing on the metric we all care the most about - conversion.

Pro Tips To Improve Your Email Marketing Strategy

Now that you know a bit more about why email marketing analysis is so important and the best ways of going about it, I’ll let you into a few pro tips I’ve picked up over my 10 years as an email marketer:

• Test, test, and test again: If you have any doubts about your engagement rates, keep testing your subject lines and email copy. It’s incredible how much of a difference a strong content can make - did you know that emails with a personalized subject line are more than 22% more likely to be opened? (Invesp). Try out a range of subject lines to stand out in a crowded inbox and see what resonates with your subscribers. 

• Segment your audience: Audience segmentation is one of the most valuable tips I’d offer if you want to improve the effectiveness of a campaign. Serving your subscribers with more relevant content will improve your results to no end, and there are endless ways to segment data. From demographic, age, and occupation, to use behavior and interests, there are so many ways you can offer personalized messaging to an audience.

• Don’t overlook A/B testing: Using A/B testing can transform an email marketing campaign. This involves showing users different versions of the same email to determine which yields better results. You can test subject lines, email content, or audience segments - the list is endless. Whatever element you test, A/B testing gives you the ability to make data-driven decisions to optimize the performance of your email marketing.

Final Thoughts: Evaluating and Refining Your Approach

So now you know all of my email marketing secrets, where do you go from here?

You get to work setting up your own campaigns of course! 

Whatever you take from this article, remember to keep your analysis and measurement consistent. There’s no point in sporadically monitoring your campaigns - you need to monitor them closely and regularly to spot those trends that will really make a difference to your results.

I strongly recommend you check out beehiiv as the best platform for simplifying email marketing metrics and improving results. 

If you’re still on the fence, why not sign up for a free 30-day trial? You can try out their 3D analytics platform, audience segmentation tool, and A/B testing for free to see how it works for you.

Good luck with analyzing your new campaigns - I can’t wait to hear how you get on!