Beyond open rates: Omnisend metrics that drive sales

Email open rates tell you subject lines work. Click rates show content engages. But neither metric reveals whether emails generate profitable revenue or just vanity engagement. Beyond open rates, five Omnisend metrics actually drive sales: conversion rate, revenue per email, automation performance, list growth quality, and deliverability rates.

This guide covers the metrics small e-commerce stores should track instead of obsessing over open rates.

Five metrics that drive sales (not just engagement)

1. Conversion rate (orders ÷ emails sent)

What it measures: Percentage of recipients who purchase after receiving campaign.

Why it matters more than opens: 40% open rate generating 0.5% conversion ($500 revenue) loses to 18% open rate generating 2.5% conversion ($2,500 revenue). Conversion directly connects emails to revenue.

Where to find it: Omnisend → Campaign report → Conversion rate shown below click rate.

What’s good: 0.5-1.5% for promotional campaigns, 3-8% for abandoned cart emails, 1-5% for welcome series.

How to improve: Send more relevant offers through segmentation, strengthen CTAs with urgency or scarcity, optimize landing pages emails link to.

2. Revenue per email sent

What it measures: Average revenue generated per delivered email (total campaign revenue ÷ emails delivered).

Why it matters more than clicks: Accounts for both conversion rate and average order value. Two campaigns with identical click rates can have vastly different revenue if one drives higher-value purchases.

Where to find it: Omnisend shows total revenue in campaign report. Calculate manually: Revenue ÷ delivered emails.

What’s good: $0.15-0.50 per email for promotional campaigns to engaged lists. Lower for cold lists, higher for highly targeted segments.

How to improve: Increase average order value through bundles or free shipping thresholds, improve targeting to send highest-value offers to appropriate segments.

3. Automation revenue percentage

What it measures: How much email revenue comes from automations versus campaigns (automation revenue ÷ total email revenue).

Why it matters more than campaign stats: Automations require one-time setup, campaigns require ongoing effort. Higher automation percentage means more revenue with less work.

Where to find it: Omnisend → Reports → Overview → Compare automation revenue to campaign revenue.

What’s good: 50-70% automation revenue indicates healthy automated workflows. Below 30% means underutilized automations.

How to improve: Implement missing automations (abandoned cart, welcome series, browse abandonment, post-purchase), optimize existing automations by testing different offers and timing.

4. List growth rate and quality

What it measures: New subscribers gained minus unsubscribes and bounces, adjusted for engagement quality.

Why it matters more than total list size: 5,000 engaged subscribers generate more revenue than 20,000 unengaged subscribers. Growth quality beats growth quantity.

Where to track it: Omnisend → Audience → Contacts shows total subscribers and growth. Monitor engagement rate (percentage who opened any email in last 90 days) alongside growth.

What’s good: 3-10% monthly list growth with 30%+ engagement rate indicates healthy growth. Rapid growth with low engagement suggests quality issues.

How to improve quality: Use double opt-in to confirm subscribers actually want emails, improve signup incentives to attract engaged subscribers not just freebie seekers, remove unengaged subscribers quarterly.

5. Deliverability rate (emails delivered ÷ emails sent)

What it measures: Percentage of emails successfully delivered to inboxes versus bouncing or rejected by email providers.

Why it matters more than send count: Sending 10,000 emails means nothing if 2,000 bounce. Deliverability affects all other metrics—can’t open undelivered emails.

Where to find it: Omnisend campaign reports show delivered count and bounce rate. Deliverability = delivered ÷ sent.

What’s good: 95%+ deliverability is healthy. Below 90% indicates list quality problems or sender reputation issues.

How to improve: Clean list by removing hard bounces immediately and soft bounces after 3-5 attempts, use double opt-in to prevent fake email addresses, avoid spam trigger words in subject lines and content.

How to check these five metrics in under 3 minutes

Monday morning routine: Open Omnisend → Reports → Overview (30 seconds). Check last 7 days: total revenue, conversion rate, automation versus campaign split (60 seconds). Open last campaign sent → verify conversion rate and revenue per email (45 seconds). Check Audience → note list size and recent growth (30 seconds). Scan recent campaigns for any deliverability issues (15 seconds).

Total: 3 minutes. Make one decision based on data (promote best-performing product from last campaign, fix low-converting automation, improve list growth quality).

What to do with these metrics

If conversion rate is declining: Review recent campaigns for offer strength and relevance. Check landing page performance (emails driving clicks but landing page not converting). Test different discounts or urgency messaging.

If revenue per email is low: Focus on higher-value customer segments for premium product campaigns. Add bundles or upsells to increase average order value. Improve product recommendations in emails.

If automation percentage is below 40%: Implement abandoned cart recovery if missing. Add browse abandonment workflow. Optimize welcome series for higher first-purchase conversion.

If list growth quality is poor (high growth, low engagement): Review signup sources—are you attracting wrong audience? Improve signup incentive to attract engaged subscribers. Implement double opt-in if not already using.

If deliverability drops below 93%: Remove hard bounces immediately. Clean list of unengaged subscribers (improves sender reputation). Check email content for spam triggers.

Beyond engagement metrics

Open rates and click rates measure engagement but don’t guarantee revenue. The five metrics covered—conversion rate, revenue per email, automation performance, list quality, and deliverability—directly connect email marketing to profitability.

Track these five metrics weekly minimum. Focus optimization efforts on metrics with clearest revenue impact: conversion rate and automation performance typically provide highest ROI when improved.

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