KPI

Emails Sent

“Email sent” is an essential part of email marketing. However, not knowing how many successfully sent emails you had can impact your brand's reputation. That's why it's critical to measure sent emails from your email account. If you notice a dip in your numbers, it could hurt your conversion rates, subscribers, and engagement. In addition, having to resend a new email or not being able to send email notifications to those who typically receive email messages is counterproductive to your marketing.

To help, we'll discuss the emails sent KPI, why this metric is critical for marketers, and present some solutions to improve your emails sent total.

TRACK YOUR EMAILS SENT

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    Integrations using this KPI

What are emails sent?

Email sent is the number of successfully sent emails from you to your recipient. For example, small businesses may take an excel list and cc the list onto the same email. Smaller businesses use services like Microsoft Outlook, Gmail, or other Microsoft Office tools, like excel, to organize and send marketing content and information to their subscribers. They use what's known as SMTP or Simple Mail Transfer Protocol to communicate between the sender's server and the recipient's. When an email gets sent, it ends in "the sent items folder." If the email does not get sent successfully, it typically ends up in a sender's outbox. This usually means there is some troubleshooting required for the sender. Often if there is an issue with the deliverability of the email, sometimes the user may need to update the authentication with username and password. Updating this information will validate the sender and recipient's permissions so that both servers can receive an email.

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How to calculate your emails sent

You can view sent emails within your platform to send emails to your lists. For example, marketing emails require a subject line and an unsubscribe link for all recipients by law. When someone unsubscribes, or if you enter an email incorrectly, the email platform will not be able to send it to the recipient. These are known as bounces. If a customer receives an email from your company and it bounces, they did not receive it because their email server could not find the address or deliver the message. This happens when the recipient's address no longer exists or the email is too large to be delivered. In these cases, we say that "the email bounced."

There are two types of bounces: hard bounces and soft bounces. A hard bounce occurs when there is an issue with the recipient's address, such as if it doesn't exist anymore or has a typographical error. A soft bounce occurs when a temporary problem with the recipient's server prevents delivery of the message (for example, if their inbox was full).

Emails sent formula

Total emails sent - Total rejected emails (from bounce or unsubscribe) = Emails Sent

What is a good email sent?

A good email sent rate depends on the size of your email list. Ideally, you want to be able to send to 100% of your subscribers. This can be a challenge if you have an email list with constantly changing addresses. However, for a typical business that acquires its subscribers organically or through lead generation, above 90% is good. This means that almost all your email subscribers are real people and want to engage with your content. If you're an eCommerce business, they are attracted to your pricing and can continue to engage them with coupon offers or giveaways.

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What is a bad email sent?

Bad emails are sent when 20% or more of your email list does not receive your emails. There is a large gray area depending on the size of your email list. However, if a large portion of your email list is not receiving emails, this cannot be good for business.

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Email sent KPI examples & templates

Your emails sent can be added to our email report template :

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Email report template Email report template

Our email marketing report template has everything you need to get started quickly: it’s pre-built with the standard KPIs you need, and it’s fully customizable so that you can visualize the data you want, the way you want. Track metrics like open rates, unsubscribe rates, click-through rate, and deliverability rate.

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Emails sent best practices

Emails sent is an important metric and therefore, should be optimized. Here are 3 useful tips.

Email click-through rate best practices

step 1 icon Verify before sending

Check out the list of email addresses you're sending to before sending them. If you have a huge list that you've never sent to before, check it through a verification service before you send it.

step 2 icon Make it easy to unsubscribe or update permissions

Remember that if someone has requested their email to be removed from your mailing list, they no longer want to hear from you. Don't take this personally, and don't try to keep sending them messages. It'll make them annoyed with you and could get your domain blocked by some email services for spamming.

step 3 icon Send only what people signed up for

Don't assume that just because someone clicked "yes" on receiving emails from you, they want all the information in your database. You'll probably want to build segments based on topics of interest or categories (e.g., "transactional" vs. "promotional"). 

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