Hello and good morning! Chase and Jimmy here coming to you live on the week of all weeks in eCom.

We wanted to kick off today’s edition with a little thanks—to you! Thank you for being a part of this journey with us. Whether you’ve been here since the first edition or just joining in this week, your support means everything. We’ve been having an incredible time bringing you the latest in eCom and exploring the intricacies of email marketing.

This week, we’re tackling a topic that’s been on every email marketer’s mind: metrics. Deliverability challenges have made 2024 a tricky year for getting emails in front of the right eyes. That’s why it’s more important than ever to understand the numbers that drive success.

In this issue, we’ll break down 5 KPIs Every Marketer Needs to Drive Success in 2025. From CTR to unsubscribe rates, we’ll show you how to use data to optimize your campaigns and boost your ROI.

Let’s dive in!

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💡 Knowledge Drop of The Week

Once again, Sarah Levinger is out here doing the Lord’s work. Grab her ad strategy she just gave out for… FREE?!

The 5 KPIs Every Marketer Needs to Drive Success in 2025

2024 has undoubtedly been a challenging year for email marketers, with deliverability hurdles making it harder than ever to land in subscribers’ inboxes. Yet, email remains one of the most powerful marketing channels for driving engagement, revenue, and customer retention—if you can get it right.

The key to mastering email marketing lies in the metrics. Knowing which numbers to focus on and how to interpret them can make or break your strategy. In this guide, we’ll break down the five essential metrics every email marketer should prioritize, helping you navigate the challenges of deliverability and drive measurable success.

1. CTR: The Engagement Metric

Click-through rate (CTR) measures how effectively your email drives subscribers to take action, making it a cornerstone metric for any successful campaign.

Why It Matters:
CTR not only gauges engagement but also impacts revenue and provides insights into subscriber preferences. A strong CTR is usually driven by:

• Compelling subject lines and preview text.

• Clear, attention-grabbing CTAs placed strategically for maximum impact.

• Proper segmentation that ensures recipients receive relevant content.

Pro Tip:
Aim for an average CTR of 2.5%, with top-performing emails hitting 5%. Experiment with A/B testing to refine copy and CTA design for higher engagement.

2. Unsubscribe Rate: The Health Metric

Unsubscribes offer valuable feedback—your content didn’t resonate with the subscriber. Managing this metric is essential for maintaining list health and improving deliverability.

Why It Matters:

• High unsubscribe rates indicate misaligned content or overly frequent sends.

• A high UTA (Unsubscribe to Action) rate—when a large percentage of subscribers who interact with your email choose to unsubscribe—signals a major content disconnect.

Key Metrics to Track:

• UTA: Aim for less than 20% UTA. For instance, if 5,000 people click your email and 500 unsubscribe, your UTA is 10%.

• General unsubscribe rates: Anything below 0.5% is acceptable; the ideal is closer to 0.2%.

Pro Tip:
Some churn is inevitable, but consistently delivering relevant content will help reduce unsubscribes. And remember: a great product can win back lost subscribers.

3. Revenue Per Subscriber (RPS) & Revenue Per Send (RPE): The ROI Metrics

These two metrics reveal the financial impact of your emails.

Why They Matter:

• RPS shows how much each subscriber contributes to your revenue, making it easier to calculate the value of growing your list.

• RPE measures how much revenue each email send generates, helping you evaluate the success of individual campaigns.

Key Insights:

• Segmented emails deliver 6x higher transaction rates compared to non-segmented ones.

• High RPS often correlates with a well-segmented and engaged list.

Pro Tip:
Use segmentation to tailor emails to subscriber preferences. Your ESP can help you monitor and optimize these metrics.

4. Bounce Rate: The Deliverability Metric

Bounce rate measures how many of your emails failed to deliver.

Why It Matters:
High bounce rates harm your sender reputation and reduce future deliverability.

Types of Bounces:

• Hard Bounces: Permanent failures (e.g., invalid email addresses). Remove these immediately.

• Soft Bounces: Temporary issues (e.g., mailbox full). These often resolve automatically but should be monitored.

Pro Tip:

• Regularly clean your list to remove inactive or invalid contacts.

• Double opt-in practices help ensure high-quality subscribers.

• Monitor your sender reputation through tools like Postmaster by Google.

5. Unique Open Rate: The Trend Metric

While open rates have become less reliable due to privacy changes, they still provide valuable trend insights.

Why It Matters:

• It helps you assess how engaging your subject lines and content are.

• Anomalies in open rates by TLD (e.g., Gmail, Yahoo) can indicate deliverability issues.

Pro Tip:
Analyze open rates by TLD to spot potential issues. If Gmail open rates are significantly lower than Yahoo’s, it may indicate deliverability problems specific to Gmail.

The Metrics That Define Email Marketing Success

Deliverability challenges aren’t going away anytime soon, but focusing on these five metrics will help you optimize your email strategy, connect with your audience, and drive results that matter. From perfecting your CTR and unsubscribe rates to monitoring bounce rates and revenue per subscriber, these metrics provide a clear roadmap to better performance.

By keeping an eye on these numbers and consistently refining your approach, you’ll not only weather the challenges of 2024 but set the foundation for even greater success in the years to come. Let your metrics guide you—and watch your email marketing thrive.

🔥 DTC Wins of The Week

Original Grain just dropped a collab with legend, Bob Marley. Yes, you read that right. (Psst, Their Black Friday sale is still in full swing—snag one for $100 off)

@iiiitsandrea, yes that Andrea from old YouTube days, just dropped a holiday gift guide actually worth shopping. Check it out on X… and we dare you to try not spending money ;)

🔍 The Hiring Vault

New This Week:

• Account Director (Remote): Common Thread Collective

• Senior Manager, Marketing Operations (Costa Mesa, CA): Vans

• CRM Coordinator (Los Angeles,CA): Good American

• Website & Email Manager (Lawrence, MA): Gemline

• Director, Website Merchandising (San Francisco, CA): Williams-Sonoma Inc.

• eCommerce Website Coordinator (Scottsdale, AZ): WMP Eyewear

• Senior Site Merchandising Manager (Bellevue, WA or Boston, MA): Chewy

• Brand Manager (Boston,MA): Living Proof, Inc.

• Sr. Director, Digital Merchandising & Programs (Austin, TX): YETI

• VP, Ecommerce (Denton,TX): CosmoProf Beauty

• Manager, Retention Marketing (Chicago,IL): Purple Carrot

• Senior Manager, CRM (Lifecycle Marketing) (New York,NY): Fur

• Senior Director, Site Merchandising (Brooklyn, NY): Rent the Runway

• Raving Fans Coordinator (Jacksonville, FL): Pink Stork

• VP of Marketing/CMO (Port St Lucie, FL): Michael Todd Beauty

Still Open For Applications:

• Marketing Manager (Remote): Cider

• Content Strategist (Remote): DTCo

• Creative Director (Remote): DTCo

• Unicorn 🦄 VP of Marketing (Remote): Ice Barrel

• DTC Acquisition Manager (Remote): Bulletproof
  Influencer Marketing Manager (Remote): BRĒZ

• Performance Marketing Manager, DTC (Remote): Livingood Daily

• Senior Manager, Retention (El Segundo, CA): LiquidIV 

• DTC Performance Marketing Channel Analyst (Carlsbad, CA): Prana

• Senior Brand Manager (San Diego, CA): Infinium Spirits

• Content Marketing Coordinator (Toronto, ON) (San Jose, CA) (Los Angeles, CA) or Remote: Interaxon Inc.

• Sr. Growth Marketing Manager (Marina Del Rey, CA): Dr. Squatch

• Retention Marketing Specialist (Los Angeles, CA): Fashion Nova

• TikTok Shop Head of Content Design (Seattle, WA): TikTok

• Retention Marketing Manager (Austin, TX): Huckberry

• Senior Paid Search Manager (Nashville, TN): LSM

• Head of Digital Marketing (New York, NY): SBH Fashion

• eCommerce & Digital Marketing Manager (Hybrid, NY): AAVRANI

That’s a wrap for this week’s edition! Now, go prep your turkeys and get ready cause shits about to get really real. Best of luck to you all and happy Thanksgiving!

Thanks for hanging out with Chase and me. If you found this newsletter informative or just fun, share ecomemailmarketer.com with your favorite DTC marketer. Get them to subscribe so they don’t miss out on next week’s rundown.

Remember: Do shit you love.

🤘 Jimmy Kim