Unlocking Successful Email Campaigns: Key Metrics for Email Deliverability

September 26, 2023
Unlocking Successful Email Campaigns: Key Metrics for Email Deliverability

Email marketing is not just about sending messages to potential clients. You can also use these messages strategically to connect with your audience. So, email marketing campaigns are your tool to connect with your audience. 

This is what makes email marketing an indispensable part of any comprehensive digital marketing strategy - you can actually make different groups of people and send them completely personalized emails. 

How Email Marketing Can Help Grow Your Business 

If you want your business to grow, you have to take email marketing seriously. With a good email marketing campaign, you can reach a wide audience efficiently and cost-effectively.

Also, you can use the campaigns to connect and maintain relationships with your potential customers.

If you know the interests and behavior of your audience, you can create and send targeted and personalized messages. This kind of message can stimulate engagement and ultimately increase sales. 

Examples of Successful Email Campaigns 

Personalized Recommendations: Companies like Amazon are masters at sending personalized product suggestions based on previous purchases or browsing history. This tactic is amazing for increasing click-through rates and enhancing customer loyalty. Who doesn't like a personally tailored shopping experience? 

Seasonal Offers: Businesses often offer special offers or discounts during holidays or seasonal events. For example, a clothing retailer might email their subscribers about a "Summer Sale", creating a sense of urgency and encouraging immediate action. 

Educational Content: Some brands use email marketing to educate their audience about their products or industry.  You can use different approaches to this - write blog posts, how-to guides, or informative videos. Sharing your knowledge with the audience can help you position your company as an expert in their field and build trust with their audience. 

Email marketing gives many different options. Having the right approach and understanding key email marketing metrics can significantly enhance your business's growth and success.

Key Metrics in Email Marketing 

To be sure what are the results of your email campaign, you must understand the main email marketing metrics. This is the best insight into the campaign - you can find out how your campaign performed, what achieved the goal, and what areas can be improved.


  • Open Rate: This indicator represents the percentage of people who have opened your email. The open rate can help you understand how attractive and relevant the titles of your emails are to your audience. 
  • Click-Through Rate (CTR): The click-through rate, or CTR, is the percentage of people who click on a link within your email. This is the metric that measures the engagement and interest of your audience. 
  • Bounce Rate: The bounce rate refers to the number of emails that failed to reach the recipient's mailbox. A high bounce rate may indicate problems with your email list, such as invalid addresses. 
  • Unsubscribe Rate: This metric refers to the number of unsubscribed people from your email list. If your unsubscribe rate is high, it may be a sign that your content is not relevant or valuable to your audience. 

How These Metrics Affect the Deliverability of Emails 

If you know how to interpret these metrics, they can play a key role in the deliverability of your emails. For example, a high open rate and CTR can improve the reputation of your business as a sender, which increases the chances that your emails will end up in the main mailbox of the recipient's mail. On the other hand, a high bounce rate or unsubscribe rate can harm your reputation, resulting in your emails being marked as spam or being moved to the promotions tab.  So, once you start a campaign, you need to regularly monitor these metrics and adjust your strategies on the go to improve the performance of your email campaigns. 

How to Optimize Email Campaigns for Better Deliverability 

The first step in any email campaign is optimizing for better deliverability. You must understand how to increase the open and click-through rates to achieve this. And at the same time, reducing the bounce rate and unsubscribe rate. Here are a few tips and tricks to achieve these goals: 

Increase the open rate

To increase the open rate, you must capture the recipient's attention at first glance. You can achieve this through attractive and intriguing titles that clearly communicate the value of the email. Also, personalizing the title can significantly increase the open rate.

Increase the click-through rate (CTR)

To increase the CTR, it's important that your email contains clear calls to action (CTA). Recipients should know what is expected of them after reading the email. To encourage the recipients to take action, the content of the email should be relevant and valuable to them.

Reduce the bounce rate

The bounce rate can be reduced by maintaining a clean and updated list of recipients. Regularly check and remove inactive or invalid email addresses. Also, use authentic email services to avoid your emails being marked as spam.

Reduce the unsubscribe rate

To reduce the unsubscribe rate, you must provide valuable and relevant content that your audience will appreciate. Also, give your recipients the option to customize the type of emails they want to receive instead of completely unsubscribing them. 

Optimizing email campaigns for better deliverability is not a simple task, but with an understanding of the above metrics and applying these tips, you can significantly improve the performance of your email campaigns. 

Optimizing your email campaigns for better deliverability is necessary to make them successful. To optimize your campaign, you need to understand email marketing metrics. The numbers tell you stories - if you learn how to interpret them. Remember, your audience appreciates relevance, value, and personalization - these are exactly the factors to keep in mind when creating emails.

Subscribe to our newsletter
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Video blogs

Why Senders?
10s of millions of emails sent and successfully delivered across thousands of target markets for hundreds of clients.
Our Clients
From venture-backed startups, SaaS leaders, B2B companies, to B2C brands looking to grow through higher email deliverability and better outreach – we’ve had the pleasure of helping them all.
Erol Toker
Testimonial rating
The core of any outbound email motion is the ability to send emails at a high enough volume and actually have those emails delivered to a target’s inbox - that's what Senders does for us.
Ravi Saini
Business Development Manager,
Software Mind
Testimonial rating
We've been working with Senders for about two years so yeah we're happy. You guys have a good set of people in your team and we like this setup around weekly meetings.
Bilal Memon
Lovers of Data
Testimonial rating
There's a lot of really really awesome things. I would say the team is just very open for us. Testing things out - different segments, different copy and they turn around time is just very, very quick which I really, really appreciate and that's been consistent since day one.
Testimonial - text
Testimonial rating
Sending a few emails here and there is easy -- sending at a consistently high volume and having them delivered every time is really really hard. Senders handles that for us in spades.
JP Bertram
Vice President of Marketing, ChangeEngine
ChangeEngine logo
Our Case Studies
case studies graphics image 1
SUSO Digital
Industry - Marketing & SEO
Project length - 2 years
Key result - Market growth, funnel saturation
Industry - Information Technology & Services
Project length - 2 years
Key result - New market penetration
case studies graphics image 2