Analyzing your email performance

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

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Email performance metrics represent measurements that offer some insight into the success of your email campaigns. Here are the more common metrics used to measure performance:

Metric

Definition

Open Rate

The number of recipients that opened your email divided by the total number of emails delivered.

Click Rate

The number of links clicked divided by the total number of emails delivered.

Click-to-open Rate

The number of links clicked divided by the number of emails opened.

Bounce Rate

The number of emails that failed to be delivered divided by the total number of deliveries attempted

Unsubscribe Rate

The number of users that unsubscribed to your emails divided by the total number of emails delivered.

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