All The Email Metrics That Really Matter (And How You Can Improve Yours)

Your media kit is filled with information about your audience. From your website to your social media to a description of your followers, it’s all there. But if you’re shying away from featuring your email metrics, it might be a good sign that you have room for improvement.

Advertisers rely on certain numbers to help them understand your audience and whether you’re a good fit for email advertising. Whether you like it or not, looking at which metrics are important, and how you can improve your stats, will help you lock down advertisers and monetize your list.

Once you know which ones are important, you can turn your email metrics into something worth showcasing.

Email List Size

If you’re growing your email list, the metric you’re most accustomed to tracking is probably your email list size. After all, the number of subscribers you have is one of the most important stats for determining the value your list has to advertisers.

Generally, we find that 10,000 subscribers is the minimum number of subscribers you should have before you start working with advertisers. If you have fewer subscribers than that, your campaigns likely just won’t have as much value to advertising partners.

That said, list size is not the only metric that advertisers look at when working with publishing partners. You could have a list of hundreds of thousands of readers, but if nobody is opening or clicking your emails, your list still wont appeal to advertisers.

Looking to grow your list? Try a referral campaign. Ask your current readers to send along your newsletter to a friend who might be interested in the topics you cover. You could even set up a giveaway that provides additional entries when readers share or get friends to enter.

While it may seem simple, imagine the impact it could have if everyone on your list got one friend to sign up—just like that, your list would double in size.

Open Rate

Open rates are an important indicator of success that brands look for from publishing partners. If nobody is opening your emails, the size of your list doesn’t really matter.

Most advertisers aren’t looking for a specific open rate. Rather, they’ll check to be sure your email newsletter is generally getting opened.

Still, a higher-than-average open rate can be a strong selling point or a way to charge a bit more when working with brands. According to a Mailchimp study, the average open rate in most industries is around 20 percent.

Looking to improve your open rates? Start by mixing up your subject lines. Try to avoid sounding spammy or like clickbait, while still piquing the interest of your readers. Add emojis, try sending puns to make them smile, or ask a question that will make them want to know more.

You can also update your sender name. If you’re sending from a do not reply email or a generic sender name, try mixing it up. Include your name to give a more personal feel to your emails, and always make sure your readers can reach you if they hit reply.

Click Through Rate

Click rate is another email metric that advertisers pay attention to, even if they’re not looking for a specific number. A high click rate indicates that readers really trust you and engage with your content, so you might be able to leverage it to command a higher advertising rate.

The best way to have a good click rate is to ensure that your audience is accustomed to seeing links from you. If you never include a link in an email and then suddenly throw in a link, your audience won’t be in the habit of clicking.

Include links regularly, whether to your site, news articles, or your favorite products, to get your readers used to clicking.

If you’re looking to increase your click through rates, start by examining your CTAs and how you introduce your links. Be sure your readers understand what they’re clicking on and try editing your CTAs to see if you can improve click rates.

Unsubscribe Rate

Unsubscribe rates have less to do with email advertising specifically and more to do with email list health in general. Obviously, if you’re creating a healthy newsletter, you don’t want to see a lot of people unsubscribing.

Understand that if you change your tone or style suddenly, or you start emailing again after a long period of silence, you will likely see higher unsubscribe rates for a bit.

If you want to lower your unsubscribe rates, ensure that you have consistent messaging. Deliver on the promises you make to subscribers when they sign up, and send consistent emails.

Always make it clear from the beginning that they’re joining your list, and never add anyone to your list unless they’ve given you permission to do so (like through an opt-in form).

Measure the Email Metrics that Matter

Your email metrics tell a story to potential advertising partners, and by working to improve them, you can ensure that advertisers get an accurate picture of your thriving newsletter.

If you want to showcase your newly perfected email metrics to advertisers, join the Paved marketplace.

Not only is a Paved profile the perfect place to find new advertising partners, but you can also connect your email service provider to your profile to instill confidence in advertisers with verified metrics. Sign up for Paved today to see how seamless your sponsorships could be.