Email and SMS Marketing KPIs.
Email marketing has long been viewed by retailers as the most important “free” method of driving sales to past shoppers, as well as to those who allow email marketing messages who may not have previously purchased. While the costs of sending each email are arguably close to zero, there are many costs involved in executing email campaigns well—from designing and testing the offer and creative, to setting and testing targeting criteria, to optimizing campaigns in flight. More recently, SMS has been emerging as a key communication tool to those who have opted in to receiving those messages, whether those messages are promotional or informational in nature.
Why These KPIs Matter
With both email and SMS marketing, brands strike a delicate balance between maximizing revenue and staying within thresholds that consumers deem appropriate for the volume and content of messages. Striking the right balance cannot be done in isolation—consumer expectations for email and SMS marketing are set by the broader competitive landscape. As such, benchmarking against competitors is critical for brands looking to maximize success while avoiding the dreaded unsubscribe.
List of Available Email and SMS Marketing KPIs
| Metric | KPI Source | Data slices | Cadence | Geography |
|---|---|---|---|---|
| Email campaign conversion rates | Klaviyo | By industry | Annual | US |
| Email click rates | Klaviyo | By industry | Annual | Africa, Asia, Europe, North America, Oceania, Worldwide, Australia, Belgium, Brazil, Canada, Colombia, France, Germany, Great Britain, India, Indonesia, Israel, Italy, Malaysia, Mexico, Netherlands, Peru, Philippines, Poland, Romania, Russia, South America, Spain, UK, Ukraine, US, Vietnam |
| Email open rates | Klaviyo | By industry | Annual | Africa, Asia, Europe, North America, Oceania, Worldwide, Australia, Belgium, Brazil, Canada, Colombia, France, Germany, Great Britain, India, Indonesia, Israel, Italy, Malaysia, Mexico, Netherlands, Peru, Philippines, Poland, Romania, Russia, Singapore, South America, Spain, UK, Ukraine, US, Vietnam |
| Email unsubscribe rates | Klaviyo | By country | Annual | North America |
| Email click-to-open rates | Klaviyo | By industry | Annual | Africa, Asia, Europe, North America, Oceania, Worldwide, Australia, Belgium, Brazil, Canada, Colombia, France, Germany, Great Britain, India, Indonesia, Israel, Italy, Malaysia, Mexico, Netherlands, Peru, Philippines, Poland, Romania, Russia, Singapore, South America, Spain, UK, Ukraine, US, Vietnam |
| Email click-to-open rate | Omnisend | By email type and country | Annual | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Email click-to-sent rate | Omnisend | By email type and country | Annual | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Email click-to-conversion rate | Omnisend | By email type and country | Annual | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Email average order value (AOV) | Omnisend | By email type and country | Annual | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Email ecommerce orders | Omnisend | By country | Annual | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| Email click rates | Omnisend | By email type | Annual | Africa, Asia, Europe, North America, Oceania, Worldwide, Australia, Belgium, Brazil, Canada, Colombia, France, Germany, Great Britain, India, Indonesia, Israel, Italy, Malaysia, Mexico, Netherlands, Peru, Philippines, Poland, Romania, Russia, South America, Spain, UK, Ukraine, US, Vietnam |
| Email conversion rates | Omnisend | By email type | Annual | Worldwide |
| Email open rate | Omnisend | By email type and country | Annual | US, UK, Canada, China, South Africa, Germany, France, Australia, Lithuania, Worldwide |
| SMS click rates | Omnisend | Overall | Annual | Worldwide |
| SMS conversion rates | Omnisend | Overall | Annual | Worldwide |
| Email click-to-open rates | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| Email conversion rates | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| Email delivery rates | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| Email open rates | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| Email unsubscribe rates | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| Email bounce rate | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| Email clickthrough rate | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| SMS clicks | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| SMS CTR | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| SMS impressions | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| SMS sent | MoEngage | By region, industry and type | Quarterly | US, Europe, Latin America, India, Southeast Asia, Middle East, Turkey, & Africa |
| Retail traffic referral | Datapods | By source | Quarterly | Germany |
| Video ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Social ad spend | BIScience | By country and platform | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Social ad impressions | BIScience | By country and platform | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Social ad CPM | BIScience | By country and platform | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
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