When you are getting started with email marketing, there is often the temptation to address every opportunity that stands before your brand with a single email campaign. However it is much more effective to operate with a unified objective to maintain focus and accurately measure impact.
This one objective you identify can represent a few areas of growth. Maybe your objective is as simple as readership retention. Many brands focus on the number sign-ups they can drive or the sales volume they can produce.
Whatever your objective, making sure you analyze your email’s contribution to this objective is critical. The output of the exercise will help you come up with new ways to structure your content and orient your strategy.
To help make this process more intuitive, we have outlined some of the different metrics we analyze as a way of gauging customer interest and email performance.
Email Performance Metrics
Email performance metrics represent measurements that offer some insight into the success of your email campaigns.
|
Metric |
Definition |
|
Sent |
Total emails attempted to be sent. |
|
Delivered |
Total emails confirmed to have been delivered by the Email Service Provider to the recipient's inbox. |
|
Unique Opens |
When an email is opened by a user. |
|
Unique Open Rate |
The percent of sent emails that are opened once in a user's lifetime. |
|
Unique Clicks |
The number of times a link in an email was clicked once in a user's lifetime. |
|
Unique Click Rate |
The percentage of emails opened once in a user's lifetime by the total emails confirmed to have been sent by the Email service provider. |
|
Scheduled (Newsletters only) |
Total emails scheduled to be sent as part of a particular Newsletters campaign. |
|
Bounced |
Deliveries that were rejected by the recipient's email service provider. |
|
Unsubscribers |
Recipients that unsubscribe. |
|
Marked as Spam |
Recipients who report as spam. |
|
Conversions |
Goal completions happen after someone clicks or views the email sent through an email campaign. |
|
CTC |
Click-through conversion: A goal completion that happens after someone clicks your email. |
|
VTC Rate |
View-through conversion rate: The percentage of opens that resulted in a view-through conversion. |
|
Average Order Value |
Average Revenue (Total earnings attributed to your AdRoll emails) per Attributed Conversion (Goal completions from AdRoll, that happen after someone clicks or views your email). |
|
Attributed Revenue |
Total earnings attributed to your AdRoll emails. (includes both view attributed and click attributed revenue). |
|
Click-Attributed Revenue |
Total earnings when someone clicks your email and converts. |
|
View-Attributed Revenue |
Total earnings when someone views your email and converts. |
|
Influenced Revenue |
Revenue touched or assisted by an email but not attributed due to the current attribution model. |
|
Influenced Conversions |
A conversion touched or assisted by an email but not attributed due to the current attribution model. |
Analyze the Email Engagement
Explore how your newsletters or your automated emails performed in the selected date range. There are two available graphs: engagement by device and top countries.
Analyze the Email Click Performance
Find the top links your subscribers clicked on across all your email campaigns (newsletters or automated emails) in the selected date range.
Calculate Email Metrics
Email metrics are the key performance indicators (KPIs) that tell you how many people are looking at your emails, opening them, and clicking through them. Allow us to explain what formulas to use,
| Click-Through Rate | Clicks ÷ (Emails sent – Bounces) x 100 |
| Unsubscribe Rate | (Unsubscribes/Delivered Emails) x 100 |
| Deliverability Rate | Emails delivered ÷ Emails sent X 100 |
| Bounce Rate | Number of emails that bounced ÷ Number of emails sent X 100 |
| Conversion Rate | Number of recipients that performed the CTA ÷ Number of emails sent X 100 |