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Email Marketing Analytics You Need To Track for Ecommerce Brands


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In the world of ecommerce and for ecommerce brand owners, email marketing stands out as a crucial tool for connecting with your customers. 

To utlise email marketing to it’s greatest capabilities, understanding email list analytics is key. For those who might feel overwhelmed by the term "analytics", don't worry - this guide is designed to simplify email analytics, making it accessible and actionable for every ecommerce business owner and their team.

Understanding the Essentials of Email Analytics

Navigating through email analytics effectively is all about focusing on key metrics that matter the most to your ecommerce strategy. Here’s a brief breakdown:

Open Rates: This measures the percentage of recipients who open your emails. It's a direct indicator of how compelling your subject lines are and the initial interest of your audience.

Click-Through Rates (CTR): CTR tells you the percentage of readers who clicked on a link within your email. It's essential for measuring the effectiveness of your email content and call to action.

Conversion Rates: This is a measure of the percentage of recipients who completed a desired action after clicking a link in your email, e.g. making a purchase. It's essential for understanding the overall success of your email campaigns in driving sales.

Bounce Rates: A bounce rate is the percentage of emails that were not delivered to the recipient's inbox. Keeping this rate low is crucial for maintaining good email deliverability.

Unsubscribe Rates: This shows the percentage of recipients who opt out of your email list after receiving an email. It's useful for assessing the relevance and quality of your content. 

With these basics in hand, we're ready to dive into the specifics of email list analytics. Remember, the objective is to use these insights to refine your approach, ensuring your email campaigns are both engaging and effective. 

Optimising Your Email Analytics 

After we’ve laid the groundwork with the essentials of email analytics, we go deeper into actionable strategies to optimize these metrics for your ecommerce brand. 

Enhance Open Rates with Compelling Subject Lines: The subject line is your first impression - make it count by using engaging, clear, and curiosity inducing language. Test different styles through A/B testing to reveal what resonates best with your audience. 

Boost CTR with Targeted Content and Clear CTAs: Ensure your email content is relevant and targeted to the interests of your segment. Use clear, compelling calls-to-action (CTAs) that stand out and encourage clicks. Personalizing CTAs can significantly increase their effectiveness.

Improve Conversion Rates by Aligning Offers with Audience Needs: Tailor your offers to match the specific needs and preferences of your audience segments. Use persuasive copy and limited-time offers to create a sense of urgency, encouraging quicker conversions.

Reduce Bounce Rates with Regular Email List Maintenance: Keep your email list clean by regularly removing invalid addresses and inactive subscribers. This helps maintain high deliverability and ensures your emails reach engaged audiences.

Minimize Unsubscribe Rates by Offering Value and Variety: Diversify your email content to include useful information, exclusive deals, and engaging stories. Providing consistent value helps keep subscribers interested and reduces the likelihood of unsubscribes.

Leverage Segmentation for More Personalized Campaigns: Divide your email list into smaller, more specific groups based on behavior, purchase history, or demographics. This allows for more personalized and relevant email campaigns, improving overall engagement.

Using A/B Testing to Refine Campaign Elements: Continuously test different aspects of your emails, from subject lines to email layouts. This data-driven approach helps identify what works best, allowing for refined and more effective campaigns.

Analyze Timing and Frequency for Optimal Engagement: Experiment with sending emails at different times and frequencies to find what yields the best engagement rates for your audience. But keep in mind that more isn't always better, focus on providing value with each communication.

Track and Analyze Email Performance Regularly: Use analytics to monitor the performance of your email campaigns continually. This ongoing analysis will help you adjust strategies as needed, ensuring your emails remain effective and engaging over time.

These analytics alongside hyper-personalisation are our bread and butter at These have helped our customers see 5-10x increases in revenue and 62% average open-rates.

Advanced Analytics

Now that we’ve covered the basics, let’s go a bit deeper into the advanced analytics to gain a clearer understanding of your customer’s journey, from the moment they subscribe to your email list to each purchase they make. 

Subscriber Lifecycle Analysis: This involves tracking the journey of subscribers over time to identify key touchpoints that influence their decision to purchase or to leave your email list. 

Purchase Behavior Tracking: Analyzing purchase behavior helps you identify patterns and trends in what your customers are buying and when. This insight allows for targeted campaigns that cater to the specific needs and preferences of different customer segments.

Segmentation Effectiveness: Assessing the effectiveness of your segmentation strategy is crucial. By evaluating how different segments respond to your emails, you can refine your approach to ensure each segment receives the most relevant and engaging content.

Predictive Analytics: With so many AI email marketing tools out there (, predictive analytics is becoming increasingly accessible. These can help you forecast future subscriber behavior and campaign performance, enabling you to make data-driven decisions that anticipate and meet the needs of your audience.

Tools and Resources

To access the potential of email analytics, having the right tools at your disposal is essential. Here are some platforms that offer comprehensive analytics features tailored for ecommerce email marketing:

Google Analytics: A free and powerful tool that, when integrated with your email campaigns, can track conversions and website behavior resulting from your emails.

Mailchimp: Known for its user-friendly interface, Mailchimp provides detailed reports on open rates, click-through rates, and conversions. It's an excellent option for SMEs, offering a free tier with basic email marketing features. Tailored for ecommerce, let’s you send hyper-personalised email marketing campaigns to your email list, ensuring each customer feels heard, respected and engages with your brand. 

Klayviyo: Tailored for ecommerce, Klaviyo offers advanced email analytics, including revenue tracking and customer lifetime value analysis. While it's a paid platform, its deep integration with ecommerce systems makes it a valuable investment for serious marketers.

Campaign Monitor: This tool offers detailed analytics with visual reports on how your emails are performing. It's particularly known for its easy-to-understand insights into engagement trends, making it suitable for brands looking to deepen their email marketing knowledge.

Omnisend: Designed for ecommerce, Omnisend provides advanced segmentation and analytics features, including website tracking and automation reports. It offers a free plan with basic features, making it a good starting point for growing businesses.

If you’re an ecommerce brand owner looking to increase your customer LTV, re-engage lapsed customers and increase revenue - take a look at