The Importance of Email Marketing Metrics

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One of the great benefits of email marketing is that it delivers measurable metrics. To run a successful email marketing campaign, you need to monitor and understand email statistics such as Open Rate, Click-Through Rate (CTR), Bounce Back rate etc. Understanding these metrics will allow you to improve your email marketing campaign and achieve better results.

1. Basic Email Metrics you should evaluate in each email campaign:

Open Rate that is the total number of emails opened (in HTML format) divided by total emails delivered/distributed.

Click-Thru Rate (CTR) calculated as the number of unique clicks on links in the email divided by the number of emails opened. It basically means how many people interacted with your email.

Bounce Rate represents the total number of emails that were not delivered and bounced back. There are several reason why the email was rejected such as the email address is no longer valid, a server filtered the email out, or the recipients mailbox was full and over quota.

Based on your unique email marketing campaigns objectives, you can measure more advanced statistics such as:

– Number of Emails Open...

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