How to Measure the Success of Email Campaigns
To evaluate the success of an email campaign, compare its performance against historical benchmarks and industry standards. This helps identify what’s working, what’s not, and how results stack up both internally and externally.
1. Historical Performance
Reviewing past campaigns provides a strong baseline for evaluating current success. Key metrics to monitor include:
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Open Rate: Measures how many recipients opened your email. An increase may indicate stronger subject lines, improved sender reputation, or better audience targeting.
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Click-Through Rate (CTR): Compares how many recipients clicked on links. A higher CTR suggests more compelling content or better alignment with audience interests.
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Revenue or ROI: If your campaign is revenue-driven, compare results to previous campaigns or ROI benchmarks.
Note: This is most effective when Matchback Reports have been used. Encourage stakeholders to request Matchbacks to accurately measure return on investment.
2. Industry Benchmarks
Use the table below to gauge how your campaign compares to industry norms:
| Industry | Open Rate | CTR |
|---|---|---|
| All Industries | 21% | 2.6% |
| Administrative | 18% | 1.65% |
| Business Support Services | 16% | 1.7% |
| Childcare Services | 20.5% | 2.2% |
| Retail | 20% | 2.4% |
| Finance | 18% | 1.6% |
| Solar | 17% | 2.1% |
| Automotive | 20% | 2.25% |
| Banking | 21% | 2.35% |
| Healthcare | 20% | 2.25% |
| Tourism | 21.5% | 2.4% |
| Education | 20% | 2.25% |
| Consumer Packaged Goods | 20% | 2.5% |
| Technology | 20% | 2.5% |
| Construction/Home Improvement | 20% | 2.25% |
| Consumer Services | 17% | 2.25% |
| Health/Wellness | 19% | 2.25% |
| Restaurant/Dining/Food | 22% | 2.25% |
| Real Estate/Home Builders | 15% | 2.25% |
| Political Groups | 16% | 2.3% |
| Law/Government | 15–20% | 1.5–2.0% |
3. Why Email Metrics May Be Lower Than Expected
Several factors can affect performance:
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Audience Relevance: If the content doesn’t align with recipients' interests or needs, engagement drops.
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Segmentation & Personalization: Tailoring content to different audience segments typically increases opens and clicks.
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Subject Lines: Weak or generic subject lines can lead to low open rates.
4. Common Reasons for Underperformance
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Unappealing Subject Lines: Fails to grab attention.
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Irrelevant Content: Leads to disengagement and unsubscribes.
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Lack of Personalization: Feels impersonal or disconnected.
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Poor Design: Confusing layout, weak CTAs, or off-brand visuals hurt results.
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Timing: Inconvenient timing or excessive frequency can annoy recipients.
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Holiday Clutter: Higher email volume during holidays can reduce visibility.
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Aggressive Language: Pushy sales tactics can deter engagement.
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Weak Landing Pages: If linked pages don’t deliver on promises, conversion rates suffer.
Measuring success through both internal data and industry benchmarks ensures your campaigns are not only improving but also staying competitive in the market.