Email marketing is a brilliant way to nurture your relationship with customers, manage your client base, and drive hot leads for your business - but how do you measure the success of your e-mail marketing performance? While growing your subscriber number is important, it’s not the only thing you should be looking at. We are going to guide you through the metrics that matter most when attempting to grow your business through email marketing.


Email Open rate

An open rate is defined by the percentage of subscribers who open an email campaign.

Your open rate can affect future deliverability, so it’s important to get this one right. An average to aim for is 15-20%, while anything over 30% is exceptional. This is largely influenced by your subject line and the relevance of the content for your audience, but can also fluctuate depending on the day/time of delivery, frequency of emails, sender name and how it appears in preview mode.


Click through rate (CTR) & Click to open rate (CTOR)

This is the number of subscribers who click a link in your email, pushing traffic to your website. CTR is counted from the total number of emails sent, while CTOR only counts opened emails. These two metrics tell you how relevant your content is, how compelling your call to action is and how user-friendly your copy and design is for your audience.

Your click rates can be improved by ensuring your email is optimised for all devices, is personalised and compelling, and has an interesting subject line and content. Ideally, your click rate should scale with your list size. If it starts to fall as your database grows, it can be a sign that your targeting is off as your new leads are not becoming customers.


Unsubscribe rate

The number of people who opt out of receiving more emails from you will determine your unsubscribe rate. Not all unsubscribes are bad – some can help your overall metrics if the person wasn’t engaged. It’s natural to see some level of opt-out happen with most campaigns. However, it’s worth paying attention if a higher than usual amount of unsubscribes occur in the same time period. This could indicate that your content, subject line, or frequency of emails needs to be reconsidered.


Bounce rate

Bounce rate is the emails that couldn’t be delivered because of an incorrect email address, spam issues, or blocking. This tells you how many people didn’t receive your email, and can hurt your future deliverability. To avoid bouncing, use a double opt-in process, remove invalid email addresses as you find them, and don’t use purchased or old email lists.



Deliverability is the ability for your emails to reach your subscriber’s inboxes. It determines how easily your future emails will end up in your subscriber’s inbox versus their spam, so it’s vital to monitor this metric. It can be improved by using a double opt-in process, avoiding attachments or images that are too large that could be rejected by servers, making it easy for your users to unsubscribe and using an official email address from a registered domain.


Conversion rate

The number of conversions on your website is attributed to email traffic. Finally, the big one: how successfully you convert subscribers to buyers from your email campaigns. This can also be read as how many sales and how much revenue your email campaigns generate. Ideally, as your list size grows, your open rate and click rates grow with it, and your conversion rate for email traffic follows suit. One metric cannot be read without the others – they’re all essential to monitor for a successful campaign.


If you believe you could be making more out of your email marketing, get in touch with us today and we will deliver end-to-end email marketing campaigns that bring the best of the platform to your business. 

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    Nudi Point ★★★★★ FINALLY... a digital marketing company that actually gets the results. This is the 5th business I have dealt with in the last 7 years - and the only business that has proven results. Our sales have increased hugely and it's only been 1 month. Harry is amazing to work with and the whole team at Sprocket Digital know exactly what they're doing. The results speak for themselves. Highly recommend!Maggie from Astound Smile ★★★★★ We have worked with a couple of other agencies that did not deliver and I'm impressed with the level of service, support & results we get from Sprocket. Within a few weeks of working with Sprocket, we can see immediate improvement on our sales. Harry and the team has taken the time to understand our business and continue to work on delivering results. We look forward to continue working with Sprocket to grow our business. If you are looking for a result-focused agency, you can't go wrong with Sprocket!Beautiful You Holidays ★★★★★ Covid lockdowns meant complete operational shut down for our small NZ owned business. However, in the last few months we have finally got back up and running again with the help from Josh and his Sprocket team.Their understanding, resources and communication has been unwavering in this process and we have seen measurable results month on month. Trust plays a big role in digital marketing and I believe their formula is full proof.Sprocket has had a big role to play in getting our small business back on it's feet. I couldn't recommend this company enough!NZ-Online-Pharmacy ★★★★★ The results speak for themselves. Our website has been lifted to the next level, in both hits & resulting translations into physical orders. Thanks Kieran & Team!Ketaki Rasmussen ★★★★★ Sprocket has experts who can take your digital marketing to the next level, and you get personalised service with a dedicated account manager to help you achieve growth. Great to deal with.Speednation ★★★★★ Outstanding, the team at Sprocket have been tremendous, and taken our store to the next level. Ronnie and the team are on to it and get things done quickly to a high standard. If you are looking for a marketing team, this is your one stop shop for all your marketing needs!Team at scott ★★★★★ So far all of my requests from Sprocket Digital have been handled very professionally and timely. I am really enjoying the level of communication and how easily approachable the team is.Andrina Shieffelbein ★★★★★ Sprocket has been amazing for my small buisness! Can't recommend enough if you want results from your advertising!Meelee Joe ★★★★★ Great working with the team at Sprocket Digital! We found the company friendly, accomodating, and they helped us to develop our knowledge of the business analyticsLance Metz ★★★★★ Sprocket has been an incredible digital marketing partner, helping us grow our monthly turnover. They are extremely helpful and are quick to respond to any needs we may have. I would highly recommend for any company looking to take on a digital transformation journey.Matt Boylan ★★★★★ This is the second time I have used Sprocket Digital in my role as Marketing Manager for small to medium sized businesses. Given our marketing team is very small and we don't have a specific digital marketing resource internally, it gives me peace of mind knowing that all our digital needs are being outsourced to Sprocket. On both occasions of working with Sprocket, the team have very quickly got up to speed on our business. The setup is seamless and my regular meetings with the team help to identify opportunities for us to leverage. The entire team are really knowledgeable and down to earth even though they have some very experienced people working on our account. I would highly recommend Sprocket to any other business who wants expert advice and guidance on their digital marketing with an accessible and down to earth approach.Dylan Carter ★★★★★ Sprocket Digital is the real deal! They have turned our company around in our initial month of working with them and I could not recommend them more.The team is super helpful always making the time to have meetings with us and answer our endless amounts of questions.We are looking forwarded to working with them for the long term!Richie Stott ★★★★★ It has been a seamless transition to Sprocket and they have delivered on the goods. Very happy with the service and results. Our account manager, Kieran is great to deal with.Chris Sinclair ★★★★★ Great team to work with, we've experienced growth from day 1 and we're still going! Thank you team Sprocket DigitalMegan Blincoe ★★★★★ We are a new Client of Sprocket and I cannot fault them! Especially Ethan, he has been so available and clearly knows what he's talking about. He has been very patient with us and has thoroughly updated and explained every part of the set up and progress to date. Highly recommend using Sprocket DigitalAlastair Pope ★★★★★ Harry and the Sprocket team have been amazing in connecting with and successfully converting a new audience for our business. During these challenging economic conditions, the additional revenue they've generated has proven to be invaluable. Their professional, transparent, and data-driven approach has rekindled my confidence in the agency model.Josef Arnet ★★★★★ Sprocket Digital has been great to work with and has provided great inside and addition to the digital side of our business (Kitchen Things) their SEO team is fantastic and Harrison their Email marketing specialist is an absolute savant when it comes to knowing how set up email campaigns, templates as well as automatic email flows and the logic required to make them impactful and effective for a business. They always continue to impress with the work they do.Gabi Metz ★★★★★ Working with Sprocket has been so easy! Like a weight has been lifted off our shoulders. And the results so far have been fantastic!Sheree Palmer ★★★★★ Great Team to work with, communication is great and they are actively engaged with working with you.js_loader


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    Sprocket Digital manages all of Louvretec’s digital advertising across Australia and New Zealand, focused on gaining a higher volume of quality leads and standardising advertising creatives across all their locations.

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