// Marketing
Email List Growth Metrics: What to Track and What is Normal
The metrics that matter for email list growth: opt-in rate, churn rate, list growth rate, and what good looks like.
The three metrics that matter
Opt-in rate (new subscribers / unique visitors): measures how well your email capture converts. Churn rate (unsubscribes + bounces / total list): measures list health. List growth rate: net new subscribers after churn.
Opt-in rate benchmarks
A basic sidebar form on a blog: 0.5-1%. A popup with a relevant offer: 1-5%. A dedicated landing page with a compelling lead magnet: 5-25%.
A monthly unsubscribe rate of 0.2-0.5% is normal for healthy lists sending 2-4 emails per month. Above 1% monthly suggests content misalignment.
- Basic inline form: 0.5-1%
- Exit intent popup: 1-3%
- Exit intent popup with strong offer: 3-5%
- Lead magnet landing page: 5-25%
WebEnture's Email Capture and Popup Agent
WebEnture's Email Capture and Popup Agent analyzes your email capture forms for conversion optimization opportunities: form placement, copy, offer strength, and timing.