3 Email Marketing Metrics Every Small Business Should Track

Email marketing can be one of the most powerful tools in your marketing toolbox—but only if you know what to look at. Here are three key metrics that every small business should monitor to maximize the effectiveness of their email campaigns: Open Rate, Click Rate, and Unsubscribe Rate.

1. Open Rate

• What it is: The percentage of recipients who open your email.

• Why it matters: Your open rate tells you whether your subject line and timing are doing their job. A strong open rate means your emails are catching attention in crowded inboxes. If your open rate is low, it might be time to test different subject lines, preview text, or send times. A “good” open rate can vary by industry, but generally, anything above 20% is solid.

2. Click Rate

• What it is:
  The percentage of recipients who clicked a link in your email.

• Why it matters:
  This indicates whether your content is engaging and whether your call-to-action (CTA) is effective. A high click rate means your email isn't just being read—it's motivating your readers to learn more, buy something, or book a service. Make sure your CTA is clear and easy to find. Buttons often work better than plain links!

3. Unsubscribe Rate

What it is: The percentage of recipients who unsubscribe after receiving your email.

Why it matters: Some unsubscribes are normal, but a high rate can signal that your emails are being sent too frequently or infrequently, aren’t relevant, or do not match what people expected when they signed up. If your unsubscribe rate starts climbing, consider asking your audience what they’d like to hear about—or segment your list better.

Keeping an eye on these three simple metrics helps you fine-tune your email marketing strategy and keep your audience engaged. If your open rates are high but your click-through rates are low, that’s a sign you need better content. If both are low, your list might need some love. And if unsubscribes are creeping up, it’s time to re-evaluate your message and frequency.

Want help turning these numbers into real results? L.A. Social Karma specializes in email marketing that works and saves you time. Let’s chat!