Key Performance Indicators (KPIs)
Tracking performance metrics helps you measure deliverability, engagement, and overall email campaign health.

Delivery Metrics

1. Delivered Rate

Successfully accepted by recipient email servers

Targets:

• ✅ Excellent: 95%+

• 👍 Good: 90–95%

• 🚫 Poor: Below 90%

If Below Target:

• Clean your email list

• Remove hard bounces

• Verify email addresses before sending

• Contact support for deliverability audit

2. Bounce Rate

Soft Bounce (Temporary):

• Recipient inbox full

• Server temporarily unavailable

• Email too large

• Acceptable: \<5%

Hard Bounce (Permanent):

• Email address doesn't exist

• Domain doesn't exist

• Blocked by recipient server

• Target: \<2% ✅

• Action Required: >3% 🚫

If High Bounce Rate:

• List needs immediate cleaning

• Contact our team to run list verification

• Remove inactive/invalid addresses

Engagement Metrics:

3. Open Rate

Industry Benchmarks:

• 🚫 Poor (Major issues): 0–10%

• ⚠️ Okay (Room for improvement): 10–20%

• ✅ Good (Industry standard): 20–30%

• 🌟 Great (Above average): 30–50%

• 🚀 Amazing (Exceptional): 50%+

What Impacts Open Rate:

• Sender name (personal vs. business)

• Subject line quality

• Send time/day

• List quality (engaged subscribers)

• Domain reputation

Improvement Tactics:

• A/B test subject lines

• Use personalization (First Name)

• Send at optimal times (Tue-Thu, 10 AM-2 PM)

• Segment by engagement history

• Clean inactive subscribers quarterly

4. Clicked Rate

Industry Benchmarks:

• 🚫 Poor: 0–1%

• ⚠️ Okay: 1–3%

• ✅ Good: 3–5%

• 🌟 Great: 5–10%

• 🚀 Amazing: 10%+

What Impacts Click rate:

• Offer relevance

• Email design not mobile-friendly

• Link placement

• Value proposition

5. Unsubscribe Rate

• ✅ Healthy: \<0.5% per campaign

• 👍 Acceptable: 0.5–1%

• 🚫 Problematic: >1%

What High Unsubscribe Rates Mean:

• Content not relevant

• Sending too frequently

• Over-promotional (no value)

• Wrong audience targeting

6. Spam Complaint Rate

• 🚫 CRITICAL: \<1%

• ⚠️ Danger Zone: >1%

• ❌ Blacklist Threshold: >5%

If Spam Rate Increases:

1. Immediately pause campaigns

2. Review content for spam triggers

3. Contact support for reputation audit

7. Skipped Emails

Contacts filtered out before sending.

Reasons:

• Unsubscribed

• Previously bounced

• Duplicates

Note: This is not a performance metric, it's a system protection measure to prevent delivery issues.