Email Marketing Glossary
Clear definitions, formulas, benchmarks, and examples for every email marketing metric that matters.
Engagement Metrics
Click-Through Rate
Click-through rate (CTR) is the percentage of email recipients who clicked one or more links in your email campaign. It measures how compelling your content and call-to-action are.
Click-to-Open Rate
Click-to-open rate (CTOR) is the percentage of email opens that resulted in at least one click. It measures how compelling your email content is for people who already opened it.
Open Rate
Open rate is the percentage of email recipients who opened a campaign. It measures how well your subject line and sender name persuade subscribers to open your email.
Deliverability
Bounce Rate
Email bounce rate is the percentage of emails that were rejected by the receiving server before reaching the recipient. It is a key indicator of list health and data quality.
Email Deliverability
Email deliverability is the ability to land in the recipient's inbox rather than the spam folder. It depends on sender reputation, authentication, list quality, and content practices.
Spam Complaint Rate
Spam complaint rate is the percentage of delivered emails that recipients marked as spam. It is the most important factor in email sender reputation and inbox placement.
Revenue Metrics
Revenue Per Email
Revenue per email measures how much revenue each individual email generates. It connects email performance directly to business outcomes and ROI.
Revenue Per Subscriber
Revenue per subscriber (RPS) measures the average revenue each email subscriber generates over a specific period. It is a core metric for understanding subscriber lifetime value and email programme health.
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