It’s in the name – automated email marketing is easy, efficient, and a reliable method of engaging and converting leads all with the touch of a button and a few keystrokes. But the most valuable facet of drip marketing is the aggregation of valuable data that can help to grow business and improve marketing strategy.


Reports assembled through automation platforms such as MailChimp, Autopilot, Hubspot, and Pardot show key metrics regarding open rates, click rates, website visits, link activity, and lead conversions. These instant results tell business how their campaigns are running, but more importantly, indicate where companies should put more time and effort in their overall marketing strategy. So what exactly do these automation reports tell us? Let’s run the stats.

Key Metrics

Open Rate

The open rate is expressed as a percentage and refers to how many subscribers (who successfully received your email in their inbox) opened your message. This is an excellent barometer for measuring the success of your subject lines and leading text. A healthy open rate hovers between 20 and 40%.

Click Rate

The click-through rate refers to how many people (out of those who opened the email) clicked on links embedded into your email. A healthy click rate is between 20 and 30%.

Email Visits

If the goal of your email campaign is to drive people to your website, this metric is crucial. It tells you who visited your website after opening your campaign email(s).

Email Conversions

Email conversions are presented as a percent, indicating how many of your subscribers made a purchase or signed up for a service as a direct result from your drip marketing campaign. This metric is important if your focus is to use emails to drive sales.


Reports show you the success of your campaigns, but also show you where (and with whom) your campaign fizzled. The unsubscribe rate is expressed as the percentage of the total number of people who received your emails in their inbox.

Email Bounces

Finally, the bounce rate assesses how many emails failed to deliver to subscribers on your list. These include soft bounces (emails that were sent to a valid addressed but were ultimately unsuccessful due to powers beyond your control, i.e. the user’s mailbox was full, the server was down, or the message was too large for the recipient’s inbox) and hard bounces (the email address was invalid or the email doesn’t exist).

Secondary Reports

Of course, the metrics stated above are not the only elements to look for when summarizing your stats. Secondary reports provide more detailed information regarding campaign success and can help you to more precisely target leads and enhance your overall campaign.

  • List and segment reports show how various audiences engage and interact with your emails.
  • Link activity & overlay reports allow you to see how the layout and design of the email is being interacted with. This helps you to make strategic choices regarding the placement of content.
  • Email client usage reportdisplay the most popular devices used when opening emails (e.g. the iPhone 5, the Samsung Galaxy, or Android devices), as well as the most used email providers among your users (i.e. Gmail, Outlook, AOL, etc.) so you can strategically optimize your content.
  • Opens and clicks over time are useful in assessing when you should send your emails to receive the most opens and clicks. This is particularly useful data to work with if you’re sending emails to users across various timezones.

To Conclude…

These key metrics and data represented in secondary reports demonstrate the health of your email campaign, where your business shines, and where the marketing strategy could use a little TLC. When implemented properly, automated email marketing is perhaps the most reliable tool for measuring marketing success, and the most effective medium for reaching and converting leads. The best part? Your campaigns can be altered at any time for content, compatibility, subject lines, and media, meaning that you can glean pretty much instant results based on your alterations. Neat, huh?

Want to know more about these email marketing metrics? Check out our re-post of emma’s 21 must-know email automation stats.