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8 Mailchimp Metrics to Measure your Email Marketing Campaign Success

8 Mailchimp Metrics to Measure your Email Marketing Campaign Success

Mailchimp is one of the most popular email marketing tools for marketers across the globe - in this post, we take a look at the 8 must-measure metrics when running campaigns on your favorite email marketing platform!
Krishna Srinivas V
Krishna Srinivas V
Dec 8, 2020
Email Marketing Metrics

Mailchimp is one of the most popular email marketing tools in the world - just how popular? 

Mailchimp is used in over 175 different countries and sends a handsome 312,000,000,000 emails every year. 

That’s 312 billion emails sent using a single email marketing tool in one year alone.

If you are using Mailchimp for your email marketing campaigns (there’s a good chance that you are), one of the most important questions that you’ve probably asked is, what are the most important metrics to measure in Mailchimp?

In this post, we discuss some of the most important metrics that every marketer should track when using Mailchimp.

Table of Contents

Open rate

Open rate is the first and foremost email marketing metric that every marketer should keep track of when using Mailchimp - open rates is a significant indicator of how your subscribers respond to your emails and to an extent even determine how eager they are to receive an email from you.



By measuring open rates you can also evaluate how your copywriting approach is received by the subscribers - for example, depending on the rates, you can set up to use the recipients’ name, add emojis or try out new strategy when sending out your Mailchimp campaigns.

In fact, Mailchimp provides an easy overview of how your past subject lines have performed whenever you add a subject line to your current campaign.

Pro Tip: The industry benchmark for open rates is at 24%.

Click-through rate (CTR)

CTR is the second most important email marketing metric you have to measure when running campaigns.      

CTR measures how many subscribers clicked the links in your message and shows how engaging your copy was and if the recipients saw any value in it.

The average Click-through-Rates for email campaigns is around 4%.

MailChimp gives a nice comparison of what the CTR has been in your recent campaigns in a single view.

Total Audience Size

The Audience size in Mailchimp is the numbero of people you are sending emails to at any given time - like all marketing efforts, it is important to align your end results with the efforts you put into the activities

Knowing your audience size gives you a picture of where you stand as a company and gives you the perfect set of information to make your next marketing move.

Audience Growth Rate

The Audience growth is an extension of the ‘Audience’ metric where you track how many new subscribers have been added to your email campaign recently.

The audience growth is an important metric to track for two reasons:

1. As a marketer, you have to know whether your marketing channels are working or not - knowing the periodic growth of your audience gives you just that.

2. The audience growth is an excellent indicator of outliers in your marketing efforts - for example, if you notice that hundreds of people subscribed to your newsletter overnight, tracing back you might see that one of your social posts had gone viral owing to the unusual traffic to your site. This helps you attribute your conversions to the right channels.

24-hour Campaign Performance


The 24-hour campaign performance monitor in Mailchimp tells you what is the best time to send out your email campaign. While there are multiple reports on what the ideal is the ideal day and time for email marketing, nothing is more accurate than data from your own campaign.

By knowing when the users are most likely to open your email, you can reverse-engineer that information to send out your emails at just the right time.

Top Locations by Opens

Location demographics is one of the most important metrics to measure when running email campaigns with Mailchimp. 

It gives you insights on where exactly are your email subscribers from - you can use this data to send highly personalized email campaigns to just the audience from a particular region. 


For example, if you have a lot of audience from the US in your mailing list, you can send out personalized email on the 4th of July.

Unsubscribe Rate

The Unsubscribe rate is the percentage of your subscribers who ‘unsubscribe’ i.e those who do not want to receive emails from you going forward. 

While it is undoubtedly the biggest blow to your email campaigns, unsubscribes are part and parcel of email marketing. 

When it comes to unsubscribes, Mailchimp provides an in-depth track of unsubscribe rates across campaigns - if you notice a sudden spike in a particular campaign, that is cue to dig in your content and try to understand what might have triggered the recipient to unsubscribe.

Multiple Opens

Multiple opens are registered when the same prospect/ email subscriber opens in your email campaigns open your email more than once.

Multiple opens is a strong indication of the recipient’s interest in your email and helps you follow up with them personally or add them to a different campaign and so on.


Mailchimp is one of the most popular email marketing tools for millions of users - whether it is your monthly newsletters or sending cold emails to prospects, use these metrics as a guide when measuring the performance of your email campaigns. 

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