Email Marketing Specialist — KPIs
Part of the eDariba Marketing Team docs. Related docs for this role: 01-job-description.md · 02-workflow.md
How we measure
- Every KPI has a Target and an Actual, logged in ClickUp.
- KPIs are logged weekly. No "we'll update at the end of the month".
- We judge performance on the trend, not on a single week.
- "Set after baseline" means we measure the first month, then the Marketing Manager sets the target.
Goal of this role
Move people through the funnel with email: from signup to first invoice, to paid, and keep customers active.
Main KPIs (results)
| KPI | What it measures | Target | Frequency | Source |
|---|
| Open rate | % of delivered emails that were opened | Set after baseline | Weekly | Email platform |
| Click rate | % of delivered emails that got a click | Set after baseline | Weekly | Email platform |
| Conversion rate | % of recipients who did the email's goal (first invoice, upgrade, renewal) | Set after baseline | Monthly | Email platform / GA4 / CRM |
| Trial → paid (email-assisted) | Trial users in the sequence who became paying customers | Above baseline 12.6% | Monthly | CRM |
| Unsubscribe rate | % of recipients who unsubscribed | Falling trend | Weekly | Email platform |
| Bounce & spam complaints | Emails that bounced or were marked as spam | As low as possible | Weekly | Email platform |
Delivery KPIs (output)
| KPI | What it measures | Target |
|---|
| Campaigns on schedule | Campaign emails sent on the planned dates | 100% |
| Sequences live | Welcome, trial-to-paid, retention and win-back sequences running and up to date | All live |
| Tests run | A/B tests (subject, content, send time) per month | Set with Marketing Manager |
Quality
| KPI | What it means | Target |
|---|
| First-time approval rate | % of work approved by the Marketing Manager without major changes | Rising trend |
| Brand & message accuracy | No work published that breaks the brand guide or promises something the product doesn't do | 0 issues |