Email Marketing Metrics

Useful email metrics connect subscriber behavior to a business objective. Opens and clicks can be diagnostic, but they are not the final outcome.

The practical framework

• Delivery and bounce rate
• Clicks
• Unsubscribes and complaints
• Conversions
• Revenue or qualified actions

Keep the system coherent

Choose a primary outcome for each campaign before judging its performance.

Related: choosing email software, email automation, and list building.