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Four KPIs to monitor for email campaigns
Executive overview
Most email marketers track the wrong things or too many things. Four metrics give a complete picture of campaign performance: open rate, click-through rate, conversion rate, and average sales price.
Track all four together — each metric diagnoses a different failure point in the email funnel.
The four KPIs
- Unique open rate — percentage of delivered emails that were opened; measures subject line effectiveness
- Click-through rate — percentage of recipients who clicked at least one link; measures body copy and CTA strength
- Conversion rate — number of conversions divided by delivered emails; measures end-to-end campaign effectiveness
- Average sales price — total revenue divided by conversions; reveals whether content drives buyers toward higher- or lower-priced products
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