The Top 4 Email Marketing Metrics to Track

One mistake marketing decision-makers tend to make is tracking the wrong metrics when evaluating the success of their email channel.

They’re often drawn towards surface-level engagement metrics like opens, clicks, and click-through rate (CTR).

While these metrics can provide insight into customer engagement, they do not directly translate to the bottom line.

If you want to build a lasting empire, you must be consistently generating revenue from your email channel…

And the easiest way to do that is to track these 4 key email metrics:

• revenue per contact, 

• revenue per blast, 

• dollar per subscriber, 

• and monthly email revenue

Here’s what they look in practice.

Revenue per Contact

This metric is calculated by dividing the total revenue generated from an email campaign by the total number of contacts the email was sent to. For example, let's say you sent an email promoting the "Mastering Digital Marketing" course to 10,000 contacts and generated $10,000 in revenue. Your revenue per contact would be $1. This metric provides insight into how much revenue each contact is worth for a specific campaign, which can guide future budgeting and revenue forecasting.

Revenue per Blast

Revenue per blast can be calculated by dividing the total revenue from a specific email campaign by the number of emails sent in that campaign. For example, if you sent five emails in a campaign that generated $5,000 in revenue, your revenue per blast would be $1,000. This metric helps you understand how effective each email blast is at generating revenue, and can guide your decision on how frequently to send emails and what content to include.

Dollar per Subscriber

The dollar per subscriber metric shows how much each subscriber is worth in terms of revenue. It is calculated by dividing the total email revenue by the number of email subscribers. Suppose you made $120,000 in a month from email marketing with 20,000 total subscribers. Your dollar per subscriber would be $6. This metric is a valuable gauge of the overall effectiveness of your email marketing strategy.

Monthly Email Revenue

This is the total revenue generated from all your email campaigns in a given month. It's crucial because it directly measures the financial impact of your email marketing efforts. For instance, if your email campaigns generated $10,000 in January, $15,000 in February, and $12,000 in March, you would take the average of these numbers to determine your current monthly email revenue. When you’ve set a goal earlier in the year, this net-average lets you identify cyclical trends of your business, the market, and make necessary adjustments to still reach your goals for the year.

These four metrics tie directly into your email marketing/content calendar as well…

For example, if you notice that your revenue per blast is consistently high for emails promoting a specific product, you'll want to make sure you're scheduling plenty of these types of emails on your calendar.

Conversely, if your revenue per contact for another type of email is low, you might choose to limit these types of emails on your calendar.

And the cool part is…

These metrics can also guide what offers you choose to put on your calendar.

If the "Mastering Digital Marketing" course has a great rev-per-blast, you'll want to ensure you're sending plenty of emails promoting this course.

On the other hand…

If another offer, such as a "Content Creation" webinar has a low rev-per-contact, you might decide to prioritize other offers.

In essence, these revenue-focused metrics provide a more accurate and actionable view of your email marketing performance…

They help you understand:

• which aspects of your strategy are working,

• which ones are NOT working,

• and how you can adjust your strategy accordingly to increase your email revenue.

By focusing on these metrics, you can ensure that your email marketing efforts are directly contributing to your business's profitable growth.

Ultimately, the key to a successful email strategy for building a lasting empire lies in understanding the financial impact of your efforts—not just the surface-level engagement.

By focusing on these 4 metrics we covered today, you can make intelligent business decisions that are data-driven and help you profitably grow your business.