Recruiting Email Metrics: Understanding What Matters

Email is a powerful tool in recruiting, enabling recruiters to communicate effectively and efficiently with candidates. The recruitment process is becoming more data-driven, and understanding email metrics is a crucial part of managing recruitment campaigns. By tracking email metrics, recruiters can evaluate their results, optimize their campaigns, and achieve better outcomes.

What is Recruiting Email Metrics

Recruiting email metrics refer to the measurements used to evaluate the effectiveness of recruiting emails. These metrics are essential in determining whether the recruiting emails are hitting the mark and identifying areas for improvement.

The Importance of Measuring Recruiting Email Metrics

Recruiting emails are an essential component of any recruitment strategy. They allow recruiters to reach a large pool of candidates quickly and efficiently. However, the success of a recruiting email campaign depends on several factors.

Measuring recruiting email metrics is critical to understanding the effectiveness of email campaigns and identifying areas that need improvement. Here are some reasons why measuring recruiting email metrics is important:

Evaluate the effectiveness of the email campaign

Measuring metrics such as open rates, click-through rates, and response rates provide insight into how successful your email campaign was. If the open rates are high, it suggests that the subject line and sender name were engaging, and candidates found the email relevant. On the other hand, a low click-through rate might mean that the email content is not compelling enough. Measuring email metrics makes it easier to assess the performance of the email campaign and make changes as needed.

Optimize email content

Analyzing the metrics can help identify areas for optimization within the email. For example, a low open rate may indicate that the subject line is not resonating with the audience. Similarly, low click-through rates may suggest that the email’s content is not engaging, or the call-to-action is not compelling. Measuring the metrics allows for targeted optimization that can improve the overall performance of the email campaign.

Identify the best practices

Analyzing the metrics over time and comparing them to industry benchmarks helps identify best practices for email campaigns. It helps recruiters to determine which types of emails generate higher engagement and which do not. This information can be used to improve future email campaigns and increase their success rates.

Track the candidate journey

Tracking email metrics helps recruiters to track the candidate journey. It provides insight into how candidates are responding to different emails and allows for the creation of targeted campaigns that cater to specific segments of the candidate pool. Understanding the candidate journey is essential to building relationships and effectively recruiting candidates.

Measuring email metrics is essential for understanding the effectiveness of recruitment email campaigns. The data obtained from analyzing the metrics helps optimize email content, identify best practices, track the candidate journey, and evaluate the success of the email campaigns. By integrating metrics into the recruitment process, recruiters can create targeted campaigns that resonate with candidates, improve engagement rates, build relationships, and accelerate the recruitment process.

Common Recruiting Email Metrics

Email metrics come in many forms, and the most important ones vary depending on the situation. In this guide, we’ll go through the most common recruiting email metrics, what they mean, and why they are important.

Open Rates

The open rate is the percentage of recipients who open the email. It is one of the most important email metrics for recruiters because it measures the effectiveness of the email subject line and its ability to grab the recipient’s attention. A higher open rate means that the subject line is effective and that the recipient is interested in the content of the email.

It’s worth noting that open rates are not always accurate because many email clients block images by default, which means that the tracking pixel won’t register the open. In these cases, the email will be marked as “Not Opened,” even if the recipient did read it.

Click-Through Rates

Click-through rates (CTRs) are another important email metric. CTRs measure the percentage of recipients who clicked on a link in the email. CTRs are the best way to track the effectiveness of calls to action in emails, as well as the content included in the email.

Calculating CTRs is simple: Divide the number of clicks by the number of emails sent, then multiply by 100. A higher CTR indicates that the content of the email was engaging and that the recipient found the call to action compelling.

Response Rates

Response rates measure the number of candidates who responded to the email. It is a valuable metric for recruiters because it indicates how engaging the email is and how well it resonates with the candidate.

A higher response rate can also indicate that the recruiter is reaching out to the right candidates, offering them the right opportunities and that they have a solid understanding of the candidate’s job search requirements.

Bounce Rates

Bounce rates measure the percentage of emails that were undeliverable. Bounces can be either hard or soft. Hard bounces occur when the email address is invalid or doesn’t exist, and soft bounces happen when there is a temporary issue with the recipient’s inbox or server.

Recruiters should pay attention to bounce rates, as high bounce rates can damage the sender’s reputation. Having a high bounce rate can also impact the email deliverability rate, which is a crucial metric for ensuring that your emails are getting to the right people.

Unsubscribe Rates

The unsubscribe rate is the percentage of subscribers who have opted out of receiving future emails. Unsubscribes are a natural part of all email campaigns, but if the rate is too high, it indicates that the content is not relevant to the target audience or that the frequency of emails is too high.

A high unsubscribe rate can also damage the reputation of the sender, which can impact email deliverability rates in the future.

Spam Complaint Rates

Spam complaint rates are one of the most critical email metrics for recruiters. Spam complaints happen when a recipient clicks the “spam” button in their email client. Like high unsubscribe rates, spam complaints can mean that the content is irrelevant, or the frequency of emails is too high.

However, spam complaints can have a much more significant impact – if the sender receives too many spam complaints, their email domain could be blacklisted by Internet service providers (ISPs). This would make it virtually impossible to deliver emails to anyone via email, causing the organization’s recruitment efforts to suffer.

Deliverability Rates

Deliverability rates measure the percentage of emails that made it to the recipient’s inbox. It is the most critical email metric because if an email isn’t delivered, no other metrics matter.

Deliverability rates can be impacted by numerous factors, including high bounce rates, spam complaints, and sending emails to inactive email addresses. For this reason, recruiters should track this metric closely and take any necessary actions to improve it.


Recruiting email metrics are critical in measuring the effectiveness of recruitment campaigns. By regularly tracking and analyzing email metrics, recruiters can optimize their campaigns, improve their engagement rates with candidates, and achieve better results.

While every email metric can be useful, it’s essential to focus on the most relevant ones for each situation. Open rates, CTRs, response rates, bounce rates, unsubscribe rates, spam complaint rates, and deliverability rates are the most crucial email metrics recruiters should track and manage to ensure they’re building a strong talent pipeline and achieving their recruitment goals.


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