How many email metrics do you and your email marketing team track to measure how your email program is performing?
The top five metrics marketers use to measure success — opens, clicks, unsubscribe, click to open and bounces — are all activity-based, the 2021 State of Email Analytics report from Litmus revealed.
Those metrics all have their uses, mainly as trend indicators. And the open rate, which was already an unreliable success metric, has become even more so since Apple launched its Mail Privacy Protection feature in 2021.
Several lesser-known metrics will shed more light on whether your email program is thriving, surviving or ready for resuscitation. Depending on your ESP and its built-in reporting, you can track these right in your dashboard.
The others will require some calculating and integration with other databases in your organization, or a third-party reporting tool can be very useful. But the extra effort will be worth your time and energy because you’ll understand better what’s going on.
