7 Essential Email Marketing KPIs That Every E-Commerce Store Should Track

By Syed Kashif Zafar
11 Mar 2023
Email marketing KPIs are powerful tools for e-commerce stores that want to grow their sales. Every store can generate revenue with email copywriting capabilities by offering unique benefits and discounts to customers based on their personal preferences. Here are the nine e-commerce email marketing KPIs every e-commerce store should track:

Top 4 KPI Not To Be Missed

1. Clickthrough Rate (CTR)

CTR refers to the percentage of people who click the links in an email that leaves the shop. It’s a good indicator of whether your email is worth sending or not and whether anyone will read it. The clickthrough rate is usually measured by the number of times you can click a link in the email compared to the total number of people who received it. To increase CTR, you need to make the links more visible in your email and write compelling subject lines.

2. Email Forwards

This is one of the email marketing tips that is a major source of unsubscribes. By sending personalized email content to your customers, you can make them see or feel that you’re talking to them directly. Keep your emails interesting enough for people to want others to read them too. To Increase Email Forwards, ensure that your newsletters include a forward button on the same page as the opt-in form.

3. Open Rate

Open Rate is an important email marketing metric and the most basic one. The Open Rate is calculated by the number of times you open emails compared to the number of people who received them. It indicates whether your customers trust you enough to read your emails. To increase your open Rate, personalize your emails and make sure you send them when your customers are likely to be home.

4. Bounce Rate

It is a percentage at which your email is opened, but it doesn’t result in any actions. It could be because your mail was too long, the recipients have an email filtering system that blocks messages, or the recipients aren’t interested in what you have to say. You can reduce Bounce Rate by sending shorter, topic-specific emails and including a call to action.

These 3 KPIs are The ABSOLUTE MUSTs

5. List Growth Rate

The number of new subscribers you add to your email list each month. If your list is growing, you should be adding more content to it and encouraging people to sign up with a call to action. To improve your growth rate, you should decide which pieces of content to send and how often. It will result in more subscribers.

6. Unsubscribes

This percentage is the number of people who unsubscribed from your mailing list over a certain period, usually a month. Unsubscribes is a good metric to follow because it lets you know where to make improvements in your emails. To reduce unsubscribers, check your list regularly and remove people who aren’t interested in your store anymore.

7. ROI

This ratio indicates the revenue you make per 1,000 email subscribers. This number will vary depending on your industry, product type, and the cost of the goods you sell. The best way to improve ROI is by finding out what content makes people take action and then sending them more of that content.


Email marketing has become a vital part of any e-commerce business. Unlike other channels, such as social media and display ads, email is the only channel where you can personalize your content. Email marketing is different from other online marketing channels because it requires you to send emails at specific times and with specific details. You can use these 9 KPIs for your email marketing strategy.