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Email Analytics 2.0: Looking Past Open Rates and CTRs

How do you measure if your email marketing is working? Do you look at high open rates and click-through rates (CTR), and proceed to pat yourself on the back?


While these metrics are undoubtedly important, relying solely on them can give you a myopic view of your campaign's effectiveness.


Open rates and CTRs are the poster children of email metrics. They're the first things anyone looks at to see how their campaigns are performing. However, you are missing out on utilizing the full potential of your email campaigns by just relying on them. An email opened doesn't necessarily mean it resonated with the reader. Similarly, a clicked link doesn't guarantee a satisfied customer. Solely focusing on these metrics can lead to missed opportunities and potential pitfalls.


Unveiling the Hidden Gems: Crucial Metrics You're Overlooking

  • Unsubscribe Rate: While gaining subscribers is a win, retaining them is the real challenge. A rising unsubscribe rate can signal discontent among your audience.

  • Spam Complaint Rate: If your emails are consistently marked as spam, it's a red flag. This affects your sender reputation and will definitely put a dent in your future email deliverability.

  • Engagement Over Time: Are your subscribers consistently engaging with your emails over time? Or is there a drop-off after the initial few interactions?

  • Delivery Rate: It's essential to know how many of your emails are successfully reaching inboxes versus being blocked or landing in spam folders.

  • Revenue per Email: Beyond engagement, how much revenue is each email generating? This metric ties your email efforts directly to ROI.


Tackling Challenges with These Metrics

Understanding these metrics is one thing; effectively addressing the challenges they present is another:

  • For High Unsubscribe Rates: Re-evaluate your content. Are you delivering on the promises made when the subscriber signed up? Also, you are probably not targeting the right segment.

  • For High Spam Complaint Rates: Ensure you're adhering to email best practices. This includes having a clear "unsubscribe" option and avoiding spammy language.

  • For Decreasing Engagement Over Time: Re-engage dormant subscribers with special offers or surveys. Consider a re-engagement campaign to reignite interest.

  • For Low Delivery Rates: Check your email list's health. Regularly clean and update your list, removing inactive or erroneous addresses.

  • For Low Revenue per Email: Focus on the value proposition. Check your content and work on the "Call to Action" in your email.


Here's how to Optimize these Lesser-Known Metrics:

  • Segmentation: Divide your email list based on behaviour, preferences, or demographics.

  • A/B Testing: Test different email elements, from subject lines to CTA buttons, to see what resonates most with your audience.

  • Feedback: Occasionally, directly ask your subscribers for feedback.


While open rates and CTRs provide a snapshot, the fuller picture lies in the metrics often overlooked. Understand and optimise to not only engage but also convert your subscribers, leading to sustained growth and success.

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