Email marketing has long been a staple for B2B marketers, and for good reason. It’s an effective and affordable way to reach a large number of potential customers, build relationships, and ultimately increase sales. However, to fully leverage the power of email marketing, B2B marketers must track and measure the effectiveness of their campaigns.

Tracking the right metrics is crucial to understanding the effectiveness of your email marketing campaigns and making changes to increase their impact. But with so many possible metrics to track, which ones should B2B marketers pay attention to? In this article, we outline the essential metrics every B2B marketer should track to measure the effectiveness of their email marketing campaigns.

1. Open Rates: The first metric B2B marketers should track is open rates. It measures the percentage of recipients who actually open the email. A high open rate indicates that the subject line and sender name were attractive enough to encourage recipients to click and read the email. On the other hand, a low open rate may mean that the email was not relevant or interesting to the recipients.

2. Click-through rates: Click-through rates (CTR) measure the percentage of recipients who clicked on a link in an email. This metric is a strong indicator of how engaging your content is and how well it resonates with your audience. A high CTR means that the content of your email was valuable and motivated readers to take action. On the other hand, a low CTR may indicate that your message needs improvement.

3. Conversion Rates: Ultimately, the goal of email marketing is to generate conversions, whether it’s by signing up for a demo, downloading a whitepaper, or making a purchase. By tracking conversion rates, B2B marketers can measure the effectiveness of their email campaigns. A high conversion rate is a clear sign that the email content and call to action were effective in motivating recipients to take the desired action.

4. Bounce Rates: Bounce rates monitor the percentage of emails that failed to be delivered due to invalid email addresses or other technical issues. High bounce rates can damage a sender’s reputation and negatively impact the success of future campaigns. B2B marketers should regularly monitor bounce rates and remove invalid addresses to maintain high deliverability rates.

5. Unsubscribe Rates: While it is normal for a small number of recipients to unsubscribe from your email lists, a high unsubscribe rate can be a cause for concern. This may mean that your content is not relevant to your recipient, causing them to unsubscribe from all of your emails.