What are your goals for Opens, Clicks, Bounces, Unsubscribes and Spam rates

All the stats you need to check to improve your email marketing effectiveness and stay away from trouble. And a few quick tricks!


Percentage of people who opened the email. Based on the number of people who displayed the images and those who clicked on a link within the email.

Good open rates are between 20% – 40%, but senders who follow good email practices can hit an average of 60%.

  • You can affect open rates by being a recognized sender, writing a clear subject and having a good pre-header text.
  • Being straightforward and honest with your subscribers in your subject line will be more effective.
  • Asking contacts to add you in their contact list will help with your open rates.


Percentage of people who clicked on one of the links in your email.

Expected results are between 3% – 8%

  • Hobbies and fan based emails perform the best
  • Boost your click rates by making the information easy to understand and give readers a clear call to action.
  • Subscribers often view your email on their phones. Call to actions should be at the top so that they don’t have to scroll to click.
  • Add links to your images towards relevant content. Click-through data can then be seen through your Google Analytics account. This will allow you to change your next campaign and send valuable content which in return will help grow your open and click rates.


A bounce occurs when a campaign is not delivered to a recipient.
Major difference between “Hard” – ex. non-existing address – and “Soft”, temporary issue with mailbox or network.

Hard bounces should not exceed 1%
Hard bounces should never exceed 5%

Separate subscribers who have not engaged with your content within the last three months, and re-target them with information they will value. Once they are in love with your content put them back into your list. This will lower your bounce rates and keep your customers happy.


A subscriber may no longer wish to receive emails from you. In this case, if they click on the ‘[UNSUBSCRIBE]’ link, they willfully remove themselves from your list.

Should be below 1%

  • An easy unsubscribe process with a good preference center actually helps diminish unsubscribe rates
  • Sending valuable content to subscribers instead of valuable for your own company will help diminish unsubscribes
  • A good sending frequency catered to your subscribers will diminish unsubscribes
  • Ask your subscribers for feedback! The truth will help you to improve your practices.


The popular name for unsolicited commercial email. We can only measure the complaints for specific internet service providers but all internet service providers track SPAM complaints and the overall number of complaints affects your sender’s reputation.

Should not exceed 0.10% – 0.25%

  • Sending too much is one of the highest reason people click on this is spam.
  • Not recognizing the sender or the content coming from the subject line is another reason.
  • Avoid spammy keywords. Use your logic. Look at the spam YOU receive!

Author Cakemail Support

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