KPIs for Marketing

KPIs for Marketing: email list growth rate

Learn how to track the success of your email marketing campaigns with the right KPIs.

In today's digital age, email marketing plays an important role in an overall marketing strategy. It is a cost-effective way to reach out to potential customers and build a relationship with them. However, what is the point of having an email marketing campaign if you do not have a solid email list? This is where email list growth rate comes in as a key performance indicator (KPI) for your marketing efforts. In this article, we will dive into the importance of email list growth rate, the key components of email list growth, how to measure your email list growth rate, and strategies to improve it.

Understanding the Importance of Email List Growth Rate

Firstly, let's define what email list growth rate means. It refers to the percentage change in your email subscribers over a given period of time. Having a positive email list growth rate indicates that you are acquiring new subscribers and your email list is expanding. This is a good KPI for your marketing efforts as it shows that you are building your audience and increasing your potential reach. On the other hand, a negative email list growth rate indicates that you are losing subscribers, and you may need to reevaluate your email marketing strategy.

Why Email List Growth Rate Matters

Email list growth rate matters because it correlates directly with your email marketing success. A larger email list means you can reach out to a wider audience and potentially generate more leads and conversions. Furthermore, having a healthy email list growth rate can indicate that your email content is resonating with your target audience and that you are providing value to them.

It's important to note that email list growth rate is not just about quantity, but also about quality. You want to attract subscribers who are genuinely interested in your brand and what you have to offer. This means that you should focus on creating content that is relevant and valuable to your target audience, and use lead magnets and opt-in forms to attract the right people to your email list.

Another reason why email list growth rate matters is that it can help you identify potential issues with your email marketing strategy. For example, if you notice a sudden drop in your email list growth rate, it could be a sign that your content is no longer resonating with your audience, or that your opt-in forms are not working effectively.

The Role of Email Marketing in Your Overall Strategy

As mentioned earlier, email marketing is a valuable tool in your overall marketing strategy. It allows you to communicate with your audience in a more personal manner and build long-term relationships with them. By using email marketing, you can provide timely and relevant information to your subscribers, such as updates on products, promotions, or industry news.

Furthermore, email marketing can be used to segment your audience and send targeted messages to specific groups. For example, you can send personalized emails to subscribers who have shown interest in a particular product or service, or who have engaged with your brand in a certain way.

Another benefit of email marketing is that it can help you drive traffic to your website. By including links to your website in your emails, you can encourage subscribers to visit your site and learn more about your brand. This can help increase your website's visibility and ultimately, generate more leads and revenue.

In conclusion, email list growth rate is an important KPI for your email marketing efforts. By focusing on creating high-quality content and using effective lead magnets and opt-in forms, you can attract the right subscribers to your email list and grow your audience over time. Email marketing should be an integral part of your overall marketing strategy, as it allows you to communicate with your audience in a more personal and targeted way, and ultimately, drive revenue for your business.

Key Components of Email List Growth

Now that we understand why email list growth rate matters, let's explore the key components of email list growth. A strong email list can be a powerful tool for businesses to connect with their audience and drive sales. However, growing an email list can be challenging, and it requires a strategic approach.

Organic Growth vs. Purchased Lists

There are two main ways to grow your email list: organically or by purchasing a list. Organic growth refers to acquiring subscribers through your website, social media channels, events, or other marketing efforts. This is the preferred method as these subscribers have opted-in and have a genuine interest in your brand. They are more likely to engage with your emails and become loyal customers. On the other hand, purchasing a list may seem like a quick solution, but it is not a sustainable or ethical practice. These subscribers have not given consent to receiving emails from you and are likely to mark your emails as spam, resulting in poor email deliverability rates. It is important to focus on organic growth to build a high-quality email list that will benefit your business in the long run.

The Impact of Lead Magnets and Content Offers

One of the most effective ways to grow your email list organically is through lead magnets and content offers. Lead magnets are valuable resources such as e-books, whitepapers, or webinars that you offer in exchange for a person's email address. By providing valuable content, you can attract potential subscribers and demonstrate your expertise in your industry. Content offers refer to providing exclusive content to your email subscribers, such as discounts, early access to products, or behind-the-scenes sneak peeks. These incentives encourage people to subscribe to your email list, as they see immediate value in doing so. It is important to create high-quality lead magnets and content offers that align with your brand and provide value to your audience.

Utilizing Social Media and Other Channels for List Growth

Social media and other channels such as YouTube or podcasts are great platforms to promote your lead magnets or content offers and drive traffic to your website. By leveraging these channels, you can reach a wider audience and increase your chances of acquiring new subscribers. Additionally, providing social proof such as testimonials or user-generated content can build trust and credibility with your potential subscribers. It is important to have a strong presence on social media and other channels and to regularly share valuable content to attract new subscribers.

The Importance of Email List Segmentation

Another key component of email list growth is segmentation. Segmenting your email list allows you to tailor your messages to specific groups of subscribers based on their interests, behaviors, or demographics. This can improve engagement rates and lead to higher conversion rates. For example, you can segment your email list based on past purchases, website activity, or email engagement. By sending targeted messages, you can provide a more personalized experience for your subscribers and increase the likelihood of them taking action.

The Role of Email Marketing Software

Email marketing software can play a crucial role in email list growth. These tools allow you to automate your email marketing campaigns, create professional-looking emails, and track your results. They also provide features such as lead capture forms, landing pages, and A/B testing to help you optimize your email list growth efforts. It is important to choose an email marketing software that aligns with your business needs and goals.


Growing an email list is an ongoing process that requires a strategic approach. By focusing on organic growth, providing valuable lead magnets and content offers, leveraging social media and other channels, segmenting your email list, and using email marketing software, you can build a high-quality email list that will benefit your business in the long run. Remember to always prioritize the needs and interests of your subscribers and provide value in every email you send.

Measuring Your Email List Growth Rate

Now that we've covered the components of email list growth, it's important to know how to measure your email list growth rate accurately.

Calculating the Growth Rate Formula

The growth rate formula is relatively simple. Subtract the number of unsubscribes and hard bounces from the number of new subscribers, then divide that number by the starting number of subscribers, and finally, multiply the result by 100. This will give you your email list growth rate percentage.

Analyzing the Results and Identifying Trends

It's important to not only measure your email list growth rate but also monitor it over time and analyze the results. Identifying trends and patterns can help you understand what strategies are working and what needs to be improved. For example, if you notice a spike in new subscribers after promoting a content offer on social media, you may want to continue using that tactic in the future. On the other hand, if you notice a decline in subscribers, you may need to reevaluate your email marketing strategy.

Benchmarking Your Growth Rate Against Industry Standards

Benchmarking your email list growth rate against industry standards can also provide insight into how well your email list is growing in comparison to your peers. The average email list growth rate varies depending on the industry, so it's important to do your research and set realistic goals for growth based on your niche.

Strategies to Improve Your Email List Growth Rate

Lastly, let's explore strategies to improve your email list growth rate.

Optimizing Your Website for Email Sign-Ups

Your website is a crucial tool for acquiring new subscribers, so it's important to optimize it for email sign-ups. You can do this by placing sign-up forms in prominent locations such as the top of your homepage or in a pop-up form. Additionally, providing a clear and concise value proposition for your email subscribers can encourage them to sign up and stay subscribed.

Creating Targeted and Valuable Content

Providing relevant and valuable content to your email subscribers is a key component of email marketing success. By creating targeted content that addresses the pain points and interests of your audience, you can increase engagement and build loyalty with your subscribers. This, in turn, can lead to increased sharing and referrals, resulting in organic email list growth.

Leveraging Partnerships and Collaborations

Leveraging partnerships and collaborations is another effective way to grow your email list. By teaming up with like-minded brands or influencers, you can tap into their audience and potentially acquire new subscribers. Additionally, co-creating content or offering exclusive deals can provide immediate value to both your audiences and can result in increased brand awareness and email list growth.


Email list growth rate is a critical KPI for any marketing strategy that incorporates email marketing. By understanding the importance of email list growth rate, the key components of email list growth, how to measure your email list growth rate and strategies to improve it, you can achieve a healthy email list growth rate and ultimately, increase your potential reach and revenue.