The Email Marketing Metrics That Will Dictate Your Copy

Does the idea of reviewing your email marketing metrics make you yawn?

Stay with us because you should know that if you can’t devote enough time or establish a process to continue connecting with your customers through email, it’s not enough to keep it growing. And your click-to-open rates (CTOR) probably reflect this. 

If you’re picturing a dark room with just you and your laptop hunched over crunching numbers, stop stressing. This may be what it looked like years ago to track the progress of your email marketing. But modern solutions like Keap give business owners the automation and data necessary to track, measure, and implement future changes to their email marketing strategy – mainly, the copy.

Want to automate your email marketing? Let’s chat.

The Secret To Building Your Email List Is In Your Email Marketing Metrics

Why use email metrics to come up with fresh copy? First, it lets your audience know that you’re listening. Furthermore, it shows an intentional effort to keep what’s most important to your customers at the top of your list. And more importantly, it can help you to strategize what will drive prospects to join your email list. 

Whip Your Email List Into Shape With A Spring Cleaning

Before using any outside email marketing tools, look into your specific email service provider for existing tools and rules about using third-party resources like Klean13 or SpamKill.

Depending on how long you’ve used email marketing, your subscriber lists may go from hugely profitable and engaging to downright confusing. A few things we’ve heard from clients interested in email marketing include…

  • My lists are unorganized and it makes me feel overwhelmed.
  • How can I spot “spam traps” or fake email addresses in my email lists?
  • How do I know which email addresses are simply bots?
  • Is it okay to delete everything and skip email marketing altogether?

Hold up on that last one! 

The average ROI for email marketing is $44 for every $1 spent. 

Insights For Professionals

It’s easy to give in to your intrusive thoughts and scrap everything you’ve ever done without looking back. But the last thing you want to do is lose any valuable data and traction you already have by abandoning your email marketing. You also don’t want to interrupt any campaigns that are still in progress. 

Another way to be productive AND start fresh is by cleaning up your email lists. You want clearly defined email lists you can easily categorize and label. Doing so not only helps you clear out the old and obsolete. It also makes it simple to filter further and tag contacts with automated follow-up actions to keep them engaged – even when you’re sleeping.

Know How To Handle Improving Your Bounce Rate

One of the most fundamental email marketing metrics out there is your bounce rate. This percentage reflects the number of emails returned to the sender (you) because they could not be delivered to your customer’s inbox.

If you struggle with your email bounce rate (and it isn’t due to your message being too large) it’s likely because the email or inbox you wish to send to is…

  • Invalid or non-existent
  • Blocked from receiving communications
  • Full
  • Experiencing server issues

Look again at your bounce rate metrics to find out where the holes in your contacts exist. Then, eliminate those emails from your lists and watch your bounce rate decline.

Take Action Against High Unsubscribe Rates

Email is a proven marketing tool that regularly yields results for business owners. But if you’re running into high unsubscribe rates, it’s time to make a change. 

The average unsubscribe rate is below 1% for most industries.

Constant Contact

However, figuring out why people unsubscribe to email marketing isn’t a mystery by any means. In fact, it doesn’t take too much of your time to identify what you’re doing wrong by looking at the emails you’ve already sent.

If your business emails…

  • Are too frequent
  • Contains irrelevant or repetitive content
  • Look like spam
  • Offer unsolicited promotional information
  • Are no longer relevant to your audience
  • Provide too much or too little information

You’re in for an email copy overhaul. Make more of an impact with Keap for your email marketing.

Count Those Open Email Clicks

Everyone wants to know…What is a good email open rate?

The average email open rate across all industries is 26.80%.


That’s just the starting point. Depending on the list maintenance and existing list, we typically produce emails with open rates of 40% on the low end and upwards of 65% on the high end.

If you don’t know how to measure the success of your copy with the goals you have in mind, then you will continue to struggle to convert leads into loyal customers. This is why you must pay close attention to your click-to-open rates (CTOR) and ask yourself… 

Is my subject line sexy enough?

Changing how you write your subject lines, preview text, and body copy directly impacts your sales. Effective copy that makes people jump to open your email should…

  • Speak to your customers in your brand voice 
  • Make your audience think
  • Relate to your audience personally
  • Be authentic

If you’re looking at your email’s subject line or preview text thinking you wouldn’t click on it yourself, take a few minutes to write something else. You don’t need to get too technical to get your point across and entice your audience to click.

BONUS TIP: Ask a question in your subject line and let us know how it goes.

Know What Your Average Engagement Looks Like

Did you know…? 

The average email clickthrough rate (CTR) is 2.6-3%.


Your CTR offers data on who and how many people actually engage with your email marketing content. 

Notice a dip in your CTR? Again, it’s important to review your email’s messaging. Your overall message should be concise and equipped with a clear call to action.

Craft Your Success With The Right Marketing Recipe

Adding email marketing and automation to your business model may sound like a ton of extra work. However, it’s much easier to implement when it’s done for you. 

Catch up over a cuppa with us to get started.