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.

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.

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