Email marketing is a goldmine for businesses—when you know how to use it. But for newcomers, terms like open rates, click-through rates, and bounce rates can feel overwhelming. How do you find this data? What does it actually mean? And how can you use it to improve your campaigns?
In this guide, we’ll simplify the process of finding and understanding your email marketing data. You’ll learn how to track key metrics, avoid common mistakes, and turn numbers into actionable strategies—even if you’ve never analyzed data before. Let’s get started!
Why Email Marketing Data Matters?
Before diving into the “how,” let’s talk about the “why.” Your email marketing data is like a report card for your campaigns. It answers critical questions:
- Are people opening your emails?
- Which links are they clicking?
- Is your audience growing or losing interest?
By understanding this data, you can:
- Boost Engagement: Fix underperforming subject lines or CTAs.
- Save Money: Stop wasting time on strategies that don’t work.
- Increase Sales: Use insights to send better-targeted offers.
For example, a bakery noticed their “Weekend Specials” email had a low open rate. After analyzing their data, they switched to sending it on Fridays instead of Mondays—and sales jumped by 25%
Step 1: Finding Your Email Marketing Data
Most email marketing platforms (like Mailchimp, Constant Contact, or HubSpot) store your data in a dashboard. Here’s how to access it:
A. Locate Your Analytics Dashboard
- Log into your email service provider (ESP).
- Navigate to the “Reports” or “Analytics” tab.
- Select the campaign you want to review.
Pro Tip: If you’re using multiple tools (e.g., Google Analytics for website traffic), connect them to your ESP for a holistic view.
B. Key Metrics to Look For
Your dashboard will show metrics like:
- Open Rate: % of subscribers who opened your email.
- Click-Through Rate (CTR): % who clicked a link.
- Bounce Rate: % of emails that couldn’t be delivered.
- Unsubscribe Rate: % who opted out after your email.
- Conversion Rate: % who completed a goal (e.g., made a purchase).
Step 2: Understanding What the Data Means
Now that you’ve found your email marketing data, let’s decode what these numbers actually mean for your business.
A. Open Rate: Is Your Subject Line Working?
- Industry Average: 15-25% (varies by niche).
- What’s Good?: Above 20% is solid for most small businesses.
- Fix Low Open Rates:
- Write shorter, curiosity-driven subject lines (e.g., “You Won’t Believe This Deal!”).
- Avoid spammy words like “Free” or “Guaranteed.”
Example: An online bookstore increased open rates by 30% by testing emojis (📚 vs. plain text).
B. Click-Through Rate (CTR): Are People Engaging?
- Industry Average: 2-5%.
- What’s Good?: Aim for 3% or higher.
- Fix Low CTR:
- Place CTAs “above the fold” (visible without scrolling).
- Use buttons instead of text links (e.g., “Shop Now” vs. “Click here”).
C. Bounce Rate: Is Your List Healthy?
- Hard Bounces: Invalid emails (e.g., typos like “@gmaul.com”). Remove these addresses ASAP.
- Soft Bounces: Temporary issues (e.g., a full inbox). Monitor these but don’t panic.
Pro Tip: Clean your email list every 3-6 months to keep bounce rates below 2%.
Step 3: Tools to Analyze Email Marketing Data
You don’t need to be a data scientist to make sense of your metrics. Here are beginner-friendly tools:
A. Email Service Providers (ESPs)
Platforms like MailerLite or Sendinblue offer built-in analytics. Use their graphs to track trends over time.
B. Google Analytics
Connect your ESP to Google Analytics to see:
- Which email campaigns drive the most website traffic.
- How long email subscribers stay on your site.
- Which pages they visit after clicking your email.
C. Heatmap Tools
Tools like Hotjar show where users click inside your email. For example, you might discover that 80% of clicks are on your header image—not your CTA button.
Step 4: Turning Data into Action
Data is useless if you don’t act on it. Here’s how to turn insights into results:
A. Run A/B Tests
Test one variable at a time to see what works:
- Subject Lines: “Last Chance for 50% Off” vs. “Final Hours to Save!”
- Send Times: Tuesday at 10 AM vs. Thursday at 3 PM.
- Design: Single CTA vs. multiple links.
Example: A fitness coach tested two email designs. Version A (with a video) had a 40% higher CTR than Version B (text-only).
B. Segment Your Audience
Use your email marketing data to group subscribers. For instance:
- “Active Customers”: Send loyalty rewards.
- “Inactive Subscribers”: Win them back with a re-engagement campaign.
C. Improve Your Content
If your CTR is low, your content might not resonate. Try:
- Adding customer testimonials.
- Using shorter paragraphs and bullet points.
- Including urgency (e.g., “Offer expires in 24 hours!”).
Common Mistakes to Avoid
Even seasoned marketers slip up. Here’s how to dodge pitfalls:
A. Ignoring Mobile Users : Over 60% of emails are opened on phones. If your template isn’t mobile-friendly, you’re losing clicks.
B. Focusing Only on Opens : High open rates are great, but if no one’s clicking, your content isn’t delivering. Always pair opens with CTR analysis.
C. Not Tracking Conversions : Don’t just celebrate clicks—track how many people actually bought your product or signed up for your webinar.
FAQ’S
How do you calculate ROI for email marketing?
To calculate ROI for email marketing, use this formula:
ROI = [(Revenue from Email – Cost of Campaign) / Cost of Campaign] × 100
Track revenue generated from email links or conversions, subtract the total cost of the campaign (tools, design, time), then divide by the cost and multiply by 100 to get the percentage. This helps measure the profitability of your email efforts.
What is a good email ROI?
A good email marketing ROI is typically $36 to $42 for every $1 spent, depending on the industry and campaign quality. This high return makes email one of the most cost-effective digital marketing channels. A strong ROI comes from targeted content, list quality, and effective calls-to-action.
How to calculate cost per email?
To calculate cost per email, use this formula:
Cost per Email = Total Campaign Cost ÷ Number of Emails Sent
Include expenses like email software, design, copywriting, and labor. This metric helps you understand how much you’re spending to reach each subscriber and optimize your budget for future campaigns.
How to calculate email CTR?
To calculate email CTR (Click-Through Rate), use this formula:
CTR = (Number of Clicks ÷ Number of Emails Delivered) × 100
It shows the percentage of recipients who clicked a link in your email. A higher CTR means your content and call-to-action are effectively engaging your audience.
Is a 30% email open rate good?
Yes, a 30% email open rate is considered good and often above average. Most industries see open rates between 15% and 25%, so hitting 30% means your subject lines and sender reputation are likely strong. Keep testing and optimizing to maintain or improve this rate.
How to calculate roas?
To calculate ROAS (Return on Ad Spend), use this formula:
ROAS = Revenue from Ads ÷ Cost of Ads
For example, if you earn $1,000 from a campaign that cost $200, your ROAS is 5:1. This means you earn $5 for every $1 spent. ROAS helps measure the effectiveness and profitability of your advertising efforts.
What is the best open time for emails?
The best time to send emails for higher open rates is typically between 9 AM and 11 AM, especially on Tuesday, Wednesday, or Thursday. However, the ideal time can vary based on your audience’s habits, so it’s best to test different times and analyze your results to find what works best.
