Email Outreach Tracking — Top 9 Email Outreach Metrics

Whether you’re a seasoned sales professional or a newbie trying to make your mark, one thing is sure: email outreach is a critical part of your job. But how do you know if your outreach efforts are actually paying off? Are your emails landing in the right inboxes, getting opened, and converting into sales? That’s where email outreach tracking comes in. It’s the string that ties your outreach efforts together, so it’s important to understand what to look out for and what metrics to focus on. That’s precisely what this article will cover, so buckle up and get ready to pump up your outreach for insights-driven results.

TOP-9 Email Outreach Metrics for Tracking

Listed below are some main email metrics to gauge. Consider adding them to your workflow to improve the performance of your email outreach campaigns.


This metric measures the percentage of emails that successfully land in your recipient’s inbox, rather than getting filtered into their spam or junk folder. Deliverability is calculated by dividing the number of emails delivered by the number of emails sent. A good deliverability rate to aim for is 95% or higher.

Bounce Rate

Bounces happen when an email is returned to the sender because it couldn’t be delivered to the recipient’s inbox. Bounce rate measures the percentage of emails that bounced compared to the total number of emails sent. A low bounce rate is ideal, aim for less than 2%.

Open Rate

This metric tracks the percentage of recipients who open your email. It’s calculated by dividing the number of unique opens by the number of emails delivered. A good open rate is generally around 20-25%.

Click Through Rate

Click through rate (CTR) is an email outreach metric that measures the percentage of recipients who clicked on a link in the email newsletter you sent them. It’s calculated by dividing the number of clicks by the number of emails delivered. A CTR of 2-3% is considered good.

Unique Opens and Clicks

Unique opens and clicks are a more refined version of open rate and CTR, respectively. They measure the number of individual recipients who opened or clicked on your email, rather than the total number of opens or clicks. Leveraging this metric allows you to get a better sense of how many people are actually engaging with your message, which makes it possible to gauge how well your strategy and content “stick” with your target audience.

Click-to-Open Rate

Click to open rate (CTOR) measures the percentage of recipients who clicked on a link in your email after opening it. This metric is calculated by dividing the number of clicks by the number of opens. A good CTR is generally around 15-20%.

Unsubscribe Rate

This metric measures the percentage of recipients who unsubscribe from your email list after receiving your message. Unsubscribe rate is calculated by dividing the number of unsubscribes by the number of emails delivered. A low unsubscribe rate is ideal, aim for less than 0.5%.

Spam complaint rate

The spam complaint rate measures the percentage of recipients who mark your email as spam. This metric is calculated by dividing the number of spam complaints by the number of emails delivered. A good spam complaint rate is less than 0.1%. Given this low number, if your emails are getting flagged for spam more frequently, it’s time to seriously rethink your marketing strategies and focus on the quality of your outreach.

Conversion Rate

Finally, conversion rate measures the percentage of recipients who take a desired action after clicking on a link in your email, such as making a purchase or filling out a form. This metric is calculated by dividing the number of conversions by the number of clicks. A good conversion rate varies by industry, but generally falls between 2-7%.

Additional indicators, the effectiveness of which should also be analyzed

Those were some well-known metrics, generally used to gauge the effectiveness of your email outreach campaigns. However, there are also some other metrics worth keeping track of.

Sales cycle length

Is your sales funnel bleaching here and there? Can’t figure out why your sales funnel is not functioning as it should?

Analyze where is that place in your sales funnel where your customers drop, and double down efforts at that point. Direct your efforts toward closing that gap.

Here are examples of the emails that can be set up to bridge the gap.

  1. Welcome series. Automatically sent when a user signs up for the newsletter.
  2. Regular messages. Emails with content, promotional and other emails.
  3. Triggers. For instance, abandoned cart.


ROI shows whether your money are spent in vain or not. Whether your budget is spent correctly or should you redirect your money to support other marketing efforts?

For instance, let’s assume you’ve paid $4,000 for setting up trigger emails that target users with abandoned carts.

After a year you’ve analyzed core metrics and it turned out that the users who received trigger emails, bought more goods that those who only saw the retargeting campaigns. The first group’s purchases led to +$80,000 in revenue. Money well spent!

How to calculate ROI:

ROI = (gross profit – costs) / costs x 100%, where gross profit = margin x revenue.


Even recurring customers may abandon your product once. They may move to another city, change interests and jobs. Everything can happen in life. What you need to know is how much money they’ve spent on your product. Calculate LTV (lifetime value) of a client in the following way:

LTV = Average check x purchase frequency x customer lifetime (customer lifetime is how long a customer has interacted with you).

The Best Performance Tracking Tools

Gone are days when marketers were doing guesswork, or manually tracked how many emails were opened, how many links were clicked on, etc. And actually, tracked all those metrics that we listed.

Thankfully, today, with advanced technologies, it’s easy to figure out how many people opened your emails, how many links were clicked on, how many attachments were downloaded.

With the help of sales email tracking tools, it’s so shockingly easy to track the status of email campaigns and make informed business decisions. Tracking data may include open rate, CTRs on links/attachments. Listed below are some outreach tracker tools for your consideration. Those are some popular and tested solutions.


Closely is an automation platform for LinkedIn and email. It lets you easily build and send personalized email campaigns, and track your email outreach campaign performance.

Pricing: Free trial available, plans start from $49 per month


  • automated LinkedIn & email campaigns;
  • at-a-glance reporting;
  • LinkedIn network management;
  • built-in LinkedIn inbox with CRM features;
  • personalized campaigns;
  • post auto-liking and auto-visiting pages.


QuickMail is another tool for automating your email campaigns. It’s equipped with a drag-and-drop campaign builder and can help you with running A/B tests and analyze your campaigns’ performance.

Pricing: Free trial available; plans start from $49 per month. 


  • analytics dashboard;
  • A/B test feature; 
  • intuitive campaign builder;
  • shared inbox and other features for team collaboration. 


MailTrack is a free outreach tracker that is installed in your browser and can work with your Gmail.

Pricing: Free basic plan; paid plans start from $1.99 per month.


  • alerts for the cases when email is opened, as well as when it remains unopened for a long time; 
  • paid features include daily reporting and alerts for opened links.


Boomerang is an outreach tracker template that is plain in interface and easy to explore and use.

Pricing: Free basic plan; paid plans start from $4.99 per month. 


  • sends alerts when your email is not opened;
  • informs you when the email is opened & links are clicked on;
  • email scheduling: helps with setting up the needed time zone so recipients get emails during their working days and hours;
  • productivity features like meeting invites or the pausing feature for incoming emails.


An email tracker for Gmail that can easily improve your gmail experience.

Pricing: Free basic plan available; paid plans start from $5.95.


  • real-time data for email opens and link clicks;
  • lets you add notes to conversations to store important data at your fingertips;
  • comes with a very easy set-up process: it takes up to 1 minute to set it up and have it running in your browser.


Without powerful sales email tracking tools, it’s hard to move in the needed direction. Only outreach metrics can help you make timely and smart decisions. Running email outreach campaigns without analytics is equal to trying to reach the needed point in your journey without Google maps or navigator. You’re gonna arrive at the destination point, but it’ll take much, much longer. Besides, you may get into trouble on the road, get your tyre loosen or burst, and God know what else might happen. So, it’s very desirable to have a map that shows exactly where you’re going. In marketing & outreach analytics is that crucial data that helps you to build a roadmap. We’ve described some basic metrics, and well as those that are also desirable to track if you want to hit your goals, and stay ahead of competitors.

It’s also important to not shift into being data-overdriven. If you pay too much attention to data, gauging it every day and for every occasion, you’re not only getting closer to neurosis, but can block inspiration. Remember, all brilliant strategies are product of your mind, not a computer. Let your imagination and inspiration flow, while being backed up by data. Try to strike the balance between creating something, following your intuition, and relying on numbers. It’s perfectly doable. In fact, balance is all we need, correct?

Good luck!

Content creator at Closely. I write about marketing & B2B sales. Welcome to our LinkedIn Sales Hacking Universe ;)