{"id":1079,"date":"2022-04-01T21:29:31","date_gmt":"2022-04-01T21:29:31","guid":{"rendered":"https:\/\/heathertankersley.com\/emaildelivered\/?p=1079"},"modified":"2022-04-01T21:29:33","modified_gmt":"2022-04-01T21:29:33","slug":"email-marketing-metrics","status":"publish","type":"post","link":"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/","title":{"rendered":"Email Marketing Metrics"},"content":{"rendered":"\n<p>When it comes to evaluating the effectiveness of an email campaign, there are 3 key metrics to look at:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Deliverability<\/li><li>Open Rate<\/li><li>Click-Through Rate<\/li><\/ol>\n\n\n\n<p>Though there are other metrics we can look at, by getting started with these, you\u2019ll be able to start judging the effectiveness of your campaigns quickly.<\/p>\n\n\n\n<p><strong>Email Marketing Metric #1: Deliverability<\/strong><\/p>\n\n\n\n<p>The first \u2013 and most important \u2013 metric is Email Deliverability. If your emails aren\u2019t getting through to your customers and prospects, then none of the other metrics matter.<\/p>\n\n\n\n<p>Furthermore, if you\u2019re not calculating all of the other metrics based ON the actual deliverability, then your other numbers can be quite skewed\u2026 and incorrect.<\/p>\n\n\n\n<p>To calculate email deliverability, take all messages sent, subtract the unique bounces, and divide the number of email messages delivered by the number of email messages sent.<\/p>\n\n\n\n<p>Example<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><em>10,000 Email messages sent<\/em><\/li><li><em>2,000 Bounced<\/em><\/li><li><em>8,000 Emails Delivered<\/em><\/li><li><em>8,000\/10,000 = 80% Email Delivery Rate<\/em><\/li><\/ul>\n\n\n\n<p><strong>Email Marketing Metric #2: Open Rate<\/strong><\/p>\n\n\n\n<p>\u201cOpen Rate\u201d is the percentage of people that theoretically OPEN your email. First off, email open rates can only be calculated if you\u2019re sending HTML email. Generally, a transparent image is placed into the body of the email. When the email is opened, that image is retrieved from the web. This process of retrieving the image is what tracks the open rate.<\/p>\n\n\n\n<p>Having said that, there are some inherent problems with this.<\/p>\n\n\n\n<p>First, with programs like Outlook, for example, if the subscriber simply scrolls through the preview panel, this could trigger the action.<\/p>\n\n\n\n<p>Second, HTML, in and of itself, can have a negative impact on deliverability to the ISPs (See #1).<\/p>\n\n\n\n<p>Thirdly, it\u2019s important to distinguish between unique open rate and total open rate. In other words, did someone go back to the email 3 or 4 times? If so, did it count that as 1 open or 3? You want to make sure you\u2019re tracking unique opens if you are using the Open Rate metric.<\/p>\n\n\n\n<p><strong>Note:<\/strong>&nbsp;The open rate is a shaky statistic at best. Be careful on too much dependence on this one.<\/p>\n\n\n\n<p><strong>Email Marketing Metric #3: Click-Through Rate<\/strong><\/p>\n\n\n\n<p>The click through rate is how many people have clicked the link in your message. This is an important metric as it\u2019s the first real indicator you have as to the effectiveness of your email marketing copy. It also gives you the traffic to your website to be able to evaluate the effectiveness of your sales message(s).<\/p>\n\n\n\n<p>It\u2019s a good idea to use unique tracking codes for each link in your email message so that you can find out what is converting the best in your email message.<\/p>\n\n\n\n<p>The click through rate is based on the email delivery rate as well although some will suggest your click through rate is a percentage of your open rate. If you choose to measure the clickthrough rate against the open rate, just remember to leave room for a potentially significant margin of error.<\/p>\n\n\n\n<p>Author: Heather Seitz<\/p>\n\n\n\n<p>Attention Readers, Publishers, Editors, Bloggers, and Marketers: You may republish or syndicate this article without any charge. The only thing I ask is that you keep the newsletters, article, or blog post exactly as it was written and formatted, with no changes. You must also include full publication attribution and back links as indicated.<\/p>\n\n\n\n<p>This information has been provided by&nbsp;<a href=\"http:\/\/www.emaildelivered.com\/\">http:\/\/www.EmailDelivered.com<\/a>&nbsp;and written by Heather Seitz. To find out more on Email Marketing Metrics, visit&nbsp;<a href=\"http:\/\/www.emaildelivered.com\/email-delivered\/email-marketing-metrics\/\">http:\/\/www.emaildelivered.com\/email-delivered\/email-marketing-metrics\/<\/a>. Don\u2019t forget to sign up for the EmailDelivered Pulse newsletter for articles, tips, and recommended resources related to email marketing and email deliverability.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to evaluating the effectiveness of an email campaign, there are 3 key metrics to look at: Deliverability Open Rate Click-Through Rate Though there are other metrics we can look at, by getting started with these, you\u2019ll be able to start judging the effectiveness of your campaigns quickly. Email Marketing Metric #1: Deliverability [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1080,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"cybocfi_hide_featured_image":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-1079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-delivered"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Marketing Metrics - EmailDelivered<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Marketing Metrics - EmailDelivered\" \/>\n<meta property=\"og:description\" content=\"When it comes to evaluating the effectiveness of an email campaign, there are 3 key metrics to look at: Deliverability Open Rate Click-Through Rate Though there are other metrics we can look at, by getting started with these, you\u2019ll be able to start judging the effectiveness of your campaigns quickly. Email Marketing Metric #1: Deliverability [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/\" \/>\n<meta property=\"og:site_name\" content=\"EmailDelivered\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-01T21:29:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-01T21:29:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/heathertankersley.com\/emaildelivered\/wp-content\/uploads\/2022\/04\/Email-Marketing-Metrics.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"300\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"heathertankersley\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/#website\",\"url\":\"https:\/\/heathertankersley.com\/emaildelivered\/\",\"name\":\"EmailDelivered\",\"description\":\"Just another WordPress site\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/heathertankersley.com\/emaildelivered\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/heathertankersley.com\/emaildelivered\/wp-content\/uploads\/2022\/04\/Email-Marketing-Metrics.jpg\",\"contentUrl\":\"https:\/\/heathertankersley.com\/emaildelivered\/wp-content\/uploads\/2022\/04\/Email-Marketing-Metrics.jpg\",\"width\":300,\"height\":300},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#webpage\",\"url\":\"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/\",\"name\":\"Email Marketing Metrics - EmailDelivered\",\"isPartOf\":{\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#primaryimage\"},\"datePublished\":\"2022-04-01T21:29:31+00:00\",\"dateModified\":\"2022-04-01T21:29:33+00:00\",\"author\":{\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/#\/schema\/person\/a17f7a9a229313fa642355cfe9aa7428\"},\"breadcrumb\":{\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/heathertankersley.com\/emaildelivered\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Email Marketing Metrics\"}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/#\/schema\/person\/a17f7a9a229313fa642355cfe9aa7428\",\"name\":\"heathertankersley\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/heathertankersley.com\/emaildelivered\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/d05b527651547b129bd354c4eb66cbcd0a7ff9e26efaaf664306bdaf4fc19d2b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/d05b527651547b129bd354c4eb66cbcd0a7ff9e26efaaf664306bdaf4fc19d2b?s=96&d=mm&r=g\",\"caption\":\"heathertankersley\"},\"sameAs\":[\"https:\/\/heathertankersley.com\/emaildelivered\"],\"url\":\"https:\/\/heathertankersley.com\/emaildelivered\/author\/heathertankersley\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Email Marketing Metrics - EmailDelivered","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/","og_locale":"en_US","og_type":"article","og_title":"Email Marketing Metrics - EmailDelivered","og_description":"When it comes to evaluating the effectiveness of an email campaign, there are 3 key metrics to look at: Deliverability Open Rate Click-Through Rate Though there are other metrics we can look at, by getting started with these, you\u2019ll be able to start judging the effectiveness of your campaigns quickly. Email Marketing Metric #1: Deliverability [&hellip;]","og_url":"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/","og_site_name":"EmailDelivered","article_published_time":"2022-04-01T21:29:31+00:00","article_modified_time":"2022-04-01T21:29:33+00:00","og_image":[{"width":300,"height":300,"url":"https:\/\/heathertankersley.com\/emaildelivered\/wp-content\/uploads\/2022\/04\/Email-Marketing-Metrics.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"heathertankersley","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/heathertankersley.com\/emaildelivered\/#website","url":"https:\/\/heathertankersley.com\/emaildelivered\/","name":"EmailDelivered","description":"Just another WordPress site","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/heathertankersley.com\/emaildelivered\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#primaryimage","inLanguage":"en-US","url":"https:\/\/heathertankersley.com\/emaildelivered\/wp-content\/uploads\/2022\/04\/Email-Marketing-Metrics.jpg","contentUrl":"https:\/\/heathertankersley.com\/emaildelivered\/wp-content\/uploads\/2022\/04\/Email-Marketing-Metrics.jpg","width":300,"height":300},{"@type":"WebPage","@id":"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#webpage","url":"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/","name":"Email Marketing Metrics - EmailDelivered","isPartOf":{"@id":"https:\/\/heathertankersley.com\/emaildelivered\/#website"},"primaryImageOfPage":{"@id":"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#primaryimage"},"datePublished":"2022-04-01T21:29:31+00:00","dateModified":"2022-04-01T21:29:33+00:00","author":{"@id":"https:\/\/heathertankersley.com\/emaildelivered\/#\/schema\/person\/a17f7a9a229313fa642355cfe9aa7428"},"breadcrumb":{"@id":"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/heathertankersley.com\/emaildelivered\/2022\/04\/01\/email-marketing-metrics\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/heathertankersley.com\/emaildelivered\/"},{"@type":"ListItem","position":2,"name":"Email Marketing Metrics"}]},{"@type":"Person","@id":"https:\/\/heathertankersley.com\/emaildelivered\/#\/schema\/person\/a17f7a9a229313fa642355cfe9aa7428","name":"heathertankersley","image":{"@type":"ImageObject","@id":"https:\/\/heathertankersley.com\/emaildelivered\/#personlogo","inLanguage":"en-US","url":"https:\/\/secure.gravatar.com\/avatar\/d05b527651547b129bd354c4eb66cbcd0a7ff9e26efaaf664306bdaf4fc19d2b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d05b527651547b129bd354c4eb66cbcd0a7ff9e26efaaf664306bdaf4fc19d2b?s=96&d=mm&r=g","caption":"heathertankersley"},"sameAs":["https:\/\/heathertankersley.com\/emaildelivered"],"url":"https:\/\/heathertankersley.com\/emaildelivered\/author\/heathertankersley\/"}]}},"_links":{"self":[{"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/posts\/1079","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/comments?post=1079"}],"version-history":[{"count":1,"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/posts\/1079\/revisions"}],"predecessor-version":[{"id":1081,"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/posts\/1079\/revisions\/1081"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/media\/1080"}],"wp:attachment":[{"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/media?parent=1079"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/categories?post=1079"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/heathertankersley.com\/emaildelivered\/wp-json\/wp\/v2\/tags?post=1079"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}